Attract like-minded fans to your brand by getting them to rally around your nonprofit.
Nonprofit Healthcare Organizations, by nature, are tribal.
You have your logo, you have your team, and you have your mission. You’re segmented and you’re happy with your little [or big] operation. More importantly, you’re on a constant quest for support (financial, communal, or just plain enthusiasm). So, how can you attract people who share your mission-mindedness and values to your tribe?
In Paul Jarvis’ book, Everything I Know, the author discusses the use of rallying points as a way for organizations to identify with their audience immediately. And to me, it’s the most distilled form of branding imaginable. Jarvis writes:
“The idea of flags as broadcast messages and rallying points is as old as culture. The flag is a beacon that instantly identified a common cause. Gotta make it to my flag, you’d think, and then you’d be surrounded by like minds. From there, you could further your common goal. You either believe it and therefore stand behind it, or it doesn’t resonate and you know it’s not your flag. It’s a black-and-white, cut-and-dried sort of thing.
Using flags as a reference, businesses can develop their own rallying points. It’s more than simply branding, messaging, or even business goals. It’s a line in the sand, with your work and the values it represents on one side and everyone or everything else that doesn’t fit on the other side. It immediately illustrates who is part of your small army, your audience, and your followers.
It can be scary to draw that line in the sand — especially when it’s your business. Doing so immediately alienates certain people or entire groups. But raising a flag is important because it acts as a beacon for those individuals who are your people, your tribe, and your audience. You hoist it up and they know where to find you.”
We think his philosophy works for just about any business, but it’s almost like he’s speaking directly to Nonprofit Healthcare Organizations, right? You need these rallying points to make yourself seen and to attract an engaged audience or supporters. To us, rallying points can simply be your values, expressed in some form of content — writing, videos, photography, etc. Or it can even just be the tone in which you communicate.
Over time, those rally points become cornerstones of your culture. But that’s another blog post.
It’s whatever works to show your people that they are your people.
Download our Educating Your Supporters eBook and learn more about how to get people more invested in your NPHO.