What guides StarVista’s marketing, awareness building and cultivation campaigns?
Our Chief Marketing Officer, Lea Berhane, shared with us StarVista’s values and approach to ethical marketing in a recent interview.
How does StarVista’s Marketing teams approach Marketing, Stewardship, and Engagement?
Our Ladder of Engagement framework is all about strengthening the connection we have with our organization’s supporters, clients, staff, interns, volunteers, and donors. We want to touch as many hearts and minds as possible, spread the word and reach out, spark compassion, and mobilize action. We do this by sharing stories that speak to people and motivate them to make a difference. Our communications are truthful, fair, and genuine to our agency and to the marketing profession.
What is the main objective of all StarVista’s communication?
Our marketing team puts our mission front and center. We:
- Strive to enhance our talent, enthusiasm, creativity, and reliability
- Always prove that our organization is trustworthy
- Communicate to potential donors and clients how much we value our mission and their confidence
- Demonstrate that we follow all the rules and standards for nonprofits, including nonprofit accounting, without fail
What is a notable change with StarVista’s marketing approach?
We’re a nonprofit that had to embrace the digital marketing wave. Nonprofits are known for using print materials, brochures, and direct mail campaigns to rally supporters and donations. But we know that digital campaigns appeal to most of the audience under 55 years old. If we don’t step up our digital marketing game, we’ll miss out on a lot of potential donors.
What are some of the challenges and considerations in creating marketing content?
We strive to make our campaigns free of harmful stereotypes and unconscious biases. We are mindful about avoiding tokenistic approaches.
What is tokenistic approach?
It could be marketing content that only provides information or consultative processes that do not lead to any significant change. Tokenism is a form of participation that is superficial or insincere and can be described as a routine effort or a symbolic act.
What is tokenism in relation to community engagement?
Tokenism is an act by organizations to create an impression of community involvement without developing connections.
What makes effective marketing crucial in the nonprofit sector?
Absolutely, effective marketing is crucial in the nonprofit sector. It’s all about storytelling and creating a narrative that resonates with potential donors. In my role as the Chief Development, Marketing & Technology Officer, I have the unique opportunity to leverage technology to enhance these marketing efforts. For instance, we utilizing data analytics to understand donor behaviors and preferences and that can tailor communication strategies for maximum engagement. Collaborating with others staff also brings diverse perspectives and innovative ideas to the table, further strengthening our fundraising campaigns.
Our focus is to be authentic, transparent, and grateful. Every communication reinforces the donors’ importance to our mission and the difference they’re making.