The document discusses the importance of marketing for fostering positive change through evidence-based strategies for dharmic organizations. It emphasizes formative research to understand target audiences, their core values, and effective messaging techniques to maximize outreach and impact. Practical methods such as interviews, focus groups, and case studies are outlined as essential tools for developing a successful marketing plan.

1. Importance of Marketing for
Positive Change
Positive Change Marketing:
marketing of solutions to social issues
and right action or causes
Needed to expand impact of dharmic
organizations
Kalamali Katherine Liguori, MPH
expandyourimpact@gmail.com Goal: Achieve positive change
www.expandyourimpact.org through effective, evidence-based
831-566-3105
marketing plans
Achieve Your Goals. Achieve True Change.
What Evidence? Formative Research- Why?
Comes from Formative Research The #1 Reason is that is un-biased information from
Evidence-Based methods to discover: outside of your organization
What it is about mission/purpose that will appeal to You will always learn something new or unexpected
core values of target audience about your marketing messaging or strategies
How to frame cause for success Provides deep insight/detail into the current needs of
target demographic
Based on scientific methods of data collection to draw
conclusions about: Learn about others in your field, and how to improve
your own strategies based on your marketing niche
What groups of people (target audience) will be more likely
to support you. Why? Current outreach or communications in field
What is their persona? Their needs? Questions? Aspirations?
How can you best reach out to them?
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2. How? When?
Key informant interviews (gather expert knowledge of When?
individual in field, learn from their experience) Beginning (ASAP) and Throughout!
Focus groups (in depth, specific groups opinions)
First: identify your core values and target audience
Survey testing (test campaigns/frames, learn about
target demographic behavior)
Stay updated on changing norms and perceptions of
the public surrounding causes and keep up with
Framing Memo (analysis of communications in your org
similar org’s communication campaigns
compared to companion orgs)
News and media current events (how people talking Use the best framing techniques for changing times
about it, what frames are in public)
Framing
Identify Your Target Audience Be creative about best way to frame cause to your
Pre-req to any outreach: focusing efforts on group of niche
people most receptive to your nonprofit Achieve greatest support possible
Niche: Where focusing to reach target audience
Most important piece of framing: core value
Learn about your niche through the results of e.g. freedom, unity, justice, equality, family
formative research
Makes immediate connection to audience Love
Evidence-based talking to right people and using
strategically-focused efforts Freedom
Votes
=Big results, fewer resources
Yes No
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3. Ex: Which core value works better?
Support of Core Value
Health Or Love
Evoke core value through effective tools in your
marketing:
Messaging (content-driven)
Imagery/symbolism or metaphors
Catch phrases/slogan
Media relations (press releases, sound bites, public
service announcements)
Success= tools work together to support a clear,
focused concept supporting core values Answer: Love, because it is more powerful, more valued. Other
strong core values: freedom, equality, family, peace, joy, etc.
Case Study: Nike Creating a Marketing Plan
Nike really sells sports wear, but what do they actually
advertise? How to achieve positive change by using the most
Deeply embedded core values that connect directly to our
hearts.
effective marketing messaging, based on formative
research
In addition, their ads are:
inspirational,
entertaining, Identifies :
and funny! Target Audience & Core Value
And they have
Marketing Objectives and related Activities
High quality, professional ads Plan of Action/Methods
And a credible reputation that Timeline & Indicators to Track Progress
magnetizes success!
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4. With your Science-Based
Typical Plan of Action
Envisioning of Mission and Goals for Success
Marketing Plan...
Conduct Formative Research Now you are ready to Expand Your Impact!
Interviews
Surveys
Framing Memo
Build or Revise Marketing Plan
Target Audience
Messaging Framework Questions?
Email
Niche expandyourimpact@gmail.com
Or Visit:
Promotions & Outreach (Local-Level, Online) www.expandyourimpact.org for
nonprofit marketing tips and
templates
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