Four Things About Branding That B2Bs Can Learn From Nonprofits

In the past decade, the amount of nonprofits has increased by 25% to more than 1.5 million registered nonprofits in the US alone, but individual giving has remained steady as a percentage of income.

As a result, a larger amount of nonprofits are competing for the same share of donations.

To retain donations, many nonprofits have had to become increasingly competitive and think of unique ways to market their cause to potential donors. That produces actionable takeaways for companies outside the nonprofit sector.

A popular topic for B2B brands today is how they need to be thinking more like B2C brands. I would argue that to cultivate passionate and loyal customers who return to your brand, B2B companies should look to nonprofits as a model to emulate.

Nonprofits will always sit in their own, independent section within the branding world because people are understandably more likely to be passionate about a charitable cause that is close to their hearts than be passionate for a for-profit business. However, there are many lessons B2Bs can learn about marketing to their customers from looking at how nonprofits market to their donors.

Here are four lessons B2B companies can learn from nonprofits.

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