Crafting a message that moves people to action is no small feat, especially when you’re marketing a cause. Unlike product marketing, you are selling impact, emotion, and sometimes, hope itself. How do you navigate sensitive topics with care, adapt to shifting political and funding landscapes, and still craft genuine messaging that resonates?
These are questions that we will be exploring at AMA-Madison’s upcoming event on Tuesday, May 6 at MYArts, where Craig Robida, External Relations Manager at the UW Carbone Cancer Center, will be sharing his advice and actionable strategies.
You can learn more about the event and register here.
In the meantime, get a sneak peek of what to expect at the event in the Q&A conversation below with Craig:
1. AMA: Tell us a little about yourself and what you do.
Craig: I work closely with a marketing team at UW Carbone Cancer Center to align branding, development (fundraising), organizational and outreach needs. We serve many different audiences, and we are in the business of “creating relationships” to advance our mission.
2. AMA: As your presentation will cover, marketing a cause is often more emotionally charged than marketing a product. How do you balance the need for impactful messaging with the sensitivity required for your audience?
Craig: Balancing the need for impactful messaging with sensitivity for me – always comes down to the relationship you are creating with patients in telling their personal cancer stories. We connect with them during incredibly emotional times, and we must be sensitive as to how we are portraying their stories. It’s both a science and an art. Marketing within a non-profit is the marriage of science and art, always.
3. AMA: What is one piece of advice you would give to a marketer who wants to make a meaningful impact, whether they’re new to nonprofit marketing or looking to add genuine meaning to their efforts?
Craig: Always be kind and engage in meaningful conversations. Everyone wants to be heard, to be validated and to know their story counts.
4. AMA: What is a big takeaway people can expect if they attend the event?
How to develop messages that resonate in cause-drive marketing.
See You May 6 at MYArts!
If you haven’t yet, register here. We can’t wait to learn and network with you.
Location: MYArts, 1055 E Mifflin St, Madison, WI 53703
Thank you to our sponsor(s)
About the Author
Kara Martin, Senior Content Creator at Naviant, specializes in written B2B content, from case studies to blogs and beyond. She also hosts the video series, Content Marketing with Kara, covering all things content marketing in 1-5 minute videos.