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A recent story in Social Times about the non-profit sector and its use of social media to raise awareness got me thinking about the unique parallels between how franchise brands market themselves on social media compared to charitable organizations.

The focus of most non-profits, just like franchises, is to raise brand awareness, which converts into donations, or sales in a franchise’s case. One of the most effective ways to do this is by leveraging and courting online audiences. According to the 10th annual benchmark report from M+R, the non-profit sector re-invested $0.04 of every dollar it raised in fundraising last year and within that spending directed their funds into three main efforts – lead generation (38 percent), new donor acquisition (31 percent) and paid search ads (23 percent).

Sounds familiar, right? The parallels to franchising don’t stop there. Just like franchising, non-profits are relying heavily on social media to spread their message. The story goes on to say that branding programs, especially when tied to a video campaign, have performed the best across these digital platforms.

There are some interesting similarities between the two industries and they way they are allocating dollars against online and social branding – that’s for sure.

To read the original story, click here.

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Nick Powills

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Nick Powills

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Nick Powills, CFE, founded No Limit Agency in 2008 and serves as Chief Brand Strategist for the Chicago-based firm. No Limit is a full-service communications agency that establishes and elevates brands by bridging Public Relations, Social Media, Marketing, Advertising, Digital, and a lot of creativity, to best strategize well-rounded and successful campaigns for 50+ global franchise brands. By presenting visionary ideas and building real relationships, No Limit is able to create effective media branding strategies to help companies grow. Nick currently leads a staff of writers, media strategists, designers, social media experts and digital producers in an office think-tank where brands are humanized for strong, compelling media stories. Prior to starting No Limit at the age of 27, Nick spent four years working at a franchise PR agency where he mastered the art of building rapport with media outlets and creating newsworthy pitches for earned media placements. He holds a Bachelor of Journalism from Drake University in Iowa.

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