The Science of Marketing Bioresearch Brands.™
Generate broad interest in your Biomedical Nonprofit’s specialized cause.
While the Island Institute is not specifically a Biomedical Nonprofit, it is a science-based nonprofit dedicated to helping sustain Maine’s year-round islands and working waterfront communities. I chose to highlight the Island Institute because it faces a challenge shared by many Biomedical Nonprofits: They have a very specialized cause that doesn’t impact most people directly. The Island Institute uses smart Leadership Marketing tactics to overcome this challenge with a 3-step communications approach:
Building Broad Interest
The Island Institute’s initial challenge was to make a wider audience aware of how climate change is impacting lobster fisheries along the coast of Maine. To do this, they created an in-depth communications piece entitled A Climate of Change that combined donor development, community development, and stakeholder development into one tool. This piece was designed for ease of use in the field, making it simple for representatives to share their story.
The Island Institute’s work is so regionally specific that it might have been difficult for them to get a larger audience involved. So, the content of the piece focuses on a passionate community of people who are already working to address the issues of climate change and establish next steps. By sharing the work currently being done, the Island Institute gives readers something to connect to and makes them feel that they have a stake in the outcome, too.
Take-away: Highlighting a community of people who are already working on solutions to a cause can facilitate connection, build legitimacy, and help your mission gain momentum.
Invite Further Engagement
A Climate of Change was created to provide talking points in the field, but it also lives on the Island Institute’s website so that anyone can download the full PDF. To ensure that people did just that, the Island Institute created a direct mail piece with a QR code that routed those who were interested to that specific section of the Island Institute’s website. The addition of the QR code let potential supporters know there were more resources available to them, and made it simple for them to quickly locate those resources.
Take-away: Creating bridges between communication touch points can help sustain interest. Rather than relying on “donate” as a call to action, consider using such bridges to foster an ongoing engagement.
Bring The Challenge to Life
In addition to offering the full version of A Climate of Change on their website, the Island Institute posted an engaging video to further support the cause. The video gives voice to community leaders and lobstermen who are personally concerned about climate change and feeling its impact firsthand. Allowing them to speak candidly, rather than having the Institute speak for them, keeps the mission at the forefront and acts as a platform for others to learn more.
Take-away: Staying focused on the urgency of your cause is more likely to engage and inspire large groups of people. Allowing those who are most deeply impacted to speak for themselves can help your institution connect with people on a deeper level.
Many Biomedical Nonprofits struggle with trying to communicate the importance of their work to those it may not impact directly. What the Island Institute shows us is that helping “others” feel like insiders can fuel interest and garner more support for a cause.