When social media was on the rise to becoming a force in billions of people’s lives, savvy non-profit organisations were quick to realise its potential benefits, and there are many of them today that use it as well, if not better than some corporations.
Valued by think-tank sustainAbility at more than US$1trillion per year globally, the not-for-profit sector is big business with a fluffy, feel-good exterior.
Yet, it is seldom commended for great communication or its ability to market and brand itself. Watched by ever vigilant financial eyes, who guarantee that rands, cents, pounds and dollars are spent to the benefit of others, marketing is seldom seen as a Good Samaritan spend.
Yet, there is a strong argument for the third sector to invest smartly in good communications.