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Marketing for a Cause

July5

So in line with my recent Meet a Tweet a Week post, I caught up with Philip Brookes (@philipb4), Founder and Director of Aktiv, a marketing consulting firm that specialises in marketing for charity organisations.

On the eve of his 7th trip to the Philippines, I quickly discovered his passion for changing the world through responsible commercial enterprise in developing countries. “I want to see more successful joint ventures between charities and business partnerships”.

So was there any advice for charities? “Look at marketing as more than just advertising – how they shape their programs, and looking for creative new models of helping communities – particularly financial self-sustainability”.

Philip began specialising in non for profits when he read a very impactful piece in Time Magazine. “Statistics and numbers on the degree of poverty have very little impact in calling a person to action on an issue. What changes this is hearing the personal stories of people in need”. So what is the one more tip Philip would charities to take away – “Focus on finding your distinction (some call that a Niche) and powerfully communicate it in a manner that stirs hearts (emotions) amongst your unique audience”.

Philip will be sharing the latest pictures, video and stories from this trip on his blog.

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Meet a Tweet a Week

June5

So as some of you know, I started a new thing not long ago where I try and meet somebody in my Twitter world in the flesh every week. I have dubbed it Meet a Tweet a Week. Most of the time I have hit this aim and I have become all the better for it. I thought I might start sharing who some of these people are right here. So here goes….

This week I met Fiona Adler – Co-Founder of WOMOW – Word Of Mouth On the Web.

Fiona is nothing short of inspirational. This lady has utterly sqeezed a heap into the last 5 years including completing an MBA, founding and selling a very successful IT business to Sensis (Invizage), climbing Mt Everest and having not one but TWO children.

There is a mass of cliché analogies particularly with the mountain climbing, I could pull out here but put simply – I get a real buzz from people that take it beyond where everyone else stops. This was certainly a characteristic I needed to bare witness too this week.

Fiona now heads up WOMOW – Word Of Mouth On the Web and its a website that helps people find recommended businesses, and helps good businesses promote themselves with word-of-mouth.

So what is the value in such a concept? People no longer pay attention to advertising. Our eyes glaze over like a child doing a wee in a pool – Ha! That is a post for another day!

You can follow Fiona here @womow

You may also check out details of the climb at www.adlers.com.au