Resources / Ripples & Wipeouts

Here is the latest update on the activities of the Nonprofit Marketing class at Milano: The New School for Management and Urban Policy.  The students are developing a marketing strategy for our pro bono client, The Global Partnership for Afghanistan.

In our class we’re leaving the research phase of the marketing project in which we studied GPFA’s strengths and the opportunities that its external environment presents. In moving on from the marketing audit and landscape assessment, we reviewed the 10 key findings of our research, which we’ll be presenting to our client, the Global Partnership for Afghanistan, this upcoming week. 

Our next step is to start creating our marketing plan for GPFA based on the results of our research. This will include some ideas for target audiences, optimum messages and how GPFA can market strategically over time.

In class we discussed some key lessons in choosing the content and format of messages in order to make them memorable and appealing. Some of these points are to keep messages concise, clear, and well-framed.  Another is to appeal to an audience emotionally and intellectually and then to give them an opportunity to take action.

One of the most important things we discussed was about framing. This involves presenting information in a way that triggers positive associations instead of negative ones. A well-known example of this is presenting something as pro-life or anti-choice, depending on one’s goals and point of view. The ability to frame an issue in these terms dramatically influences how people view the issue and how they might respond.

During the week of November 3, we met with GPFA to discuss our research and get some feedback. We also heard from a reporter who is currently stationed in Afghanistan who visited our class to give us a first-person perspective on the situation there.  A report on those activities follows.

~ David Benzaquen

On November 5, Bonnie’s marketing class had the pleasure of meeting Scott Patience, a BBC journalist who covers Afghanistan. As our class continued to work on a marketing plan for Global Partnership for Afghanistan (GPFA), an insider’s point of view of the country was particularly interesting and helpful.

Scott confirmed the bleak situation in Afghanistan. Most of us who follow the news are aware that the political situation in the country is extremely fragile and safety there is a growing concern as the Taliban is gaining power once again. As you may guess, developing a marketing plan to attract U.S. donors to this organization is challenging due to the fact that many Americans fear Afghanistan. The continued negative press surrounding the country makes things more difficult as our class works to determine key messaging for this nonprofit.

One issue that Scott raised was the lack of infrastructure in the country. In fact, he noted that when discussing Afghanistan and what needs to be done, “… it is not about reconstruction, it’s about construction.” This is very beneficial for GPFA since they work to provide Afghans with the tools and training needed to cultivate trees and harvest tree products. This ultimately leads to a sustainable economic future, helping to develop infrastructure for the country as a whole. GPFA’s mission has the potential of making a great difference in the lives of Afghans. It is our job, through marketing, to educate potential donors of the facts and fallacies about the country and its people.

Next week our class will be coming together for a brainstorming session in which we will devise creative ways for GPFA to reach out to potential donors, as well as identify media outlets that can help GPFA develop a presence in the U.S. and build awareness for the organization and its mission.

- Katie Gerenski