As librarians, we champion a number of noble causes ranging from literacy to lifelong learning to research to privacy, to name but a few. Marketing these kinds of grand ideas and winning our audience over can be challenging (a lot harder than pushing coffee on a Monday morning!). At the 2005 Conference on Social Enterprise, marketing experts shared their advice on how to run an inexpensive cause marketing campaign.
In an article from the Harvard Business School, marketers from the Conference offered up a number of ideas for non-profits that we could put to use. Some suggestions include:
- Think big! Come up with a bold goal.
- Focus your limited resources
- Look for traditional and non-traditional audiences
- Don't underestimate word-of-mouth
Libraries are more than just collections of books and other materials. Libraries are dynamic forces in their communities with the power to improve lives. Modern marketing demands that librarians look beyond their traditional roles ("outside the book") to find new ways to connect with people and further their success.
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