If you haven’t cottoned onto the fact that all marketing – nonprofit included – has vastly changed since the digital revolution, perhaps this incident will wake you up.
And I’m hoping it will persuade you to stop thinking so much about “engagement best practices” – all the social media tools and online strategies you read about every time you turn around, and where you’re directly competing with every business on the planet, instagramming friends, and whatnot – and begin to focus on an area where nonprofits have an unfair advantage.
That’s what folks don’t have enough of.
That’s what folks crave.
And that’s what explains Nike’s recent daring move to put forward a polarizing marketing campaign featuring the face of American football quarterback Colin Kaepernick,