Marketing Research Direct Autism Awareness Campaign
Posted by Debra Semans on Tue, Aug 31, 2010 @ 09:36 AM
Welcome to the August 2010 edition of The Marketing Dialog. This month’s guest marketing leader is Kathy Bremer. Kathy’s career has spanned advertising, public relations, marketing, fundraising and executive search. She has held senior roles at marketing agencies (examples: NW Ayer Advertising, Porter Novelli) and at both corporate and nonprofit client organizations (examples: Canon, CARE). Currently, she is managing director of BoardWalk Consulting, which specializes in nonprofit leadership searches, strategy and governance. More about BoardWalk and its nonprofit clients atBoardwalk Consulting. Kathy’s bio here:Kathy's bio.
To thank our guests for their participation, Polaris will make a donation to the charity of their choice. Kathy chairs the board of CHRIS Kids, and has chosen CHRIS Kids as beneficiary of Polaris’ donation. The organization is in the final months of a capital campaign to build supportive housing for kids 17-24 who are aging out of foster care and might otherwise be homeless. CHRIS Kids heals children, strengthens families and builds communities. Two challenge gifts will triple all pledges and donations to the capital campaign. To learn about CHRIS Kids and to donate, click: CHRIS Kids.
******************************************************************************************************************
TMD: Kathy, we’re having some fun with the TMD blog this month. In each post, we are talking a little bit about marketing research and then a little bit about careers in the Non-Profit world, to take full advantage of your unique background.
What has been the most successful marketing research project you have undertaken?
Kathy: At Porter Novelli a few years back, we were charged with building awareness of autism, and changing the behaviors of parents and pediatricians. While early intervention makes the biggest difference, most doctors and parents tended to take a “wait and see” approach. Marketing research showed that for the message about early identification and action to break through, the messaging had to be about something broader than autism. The resulting “Learn the Signs/Act Early” campaign addressed the milestones of childhood development. Consumer and pediatrician-directed messaging, advertising, PR and multi-level communications produced significant changes in awareness and behavior, earning the effort “social marketing campaign of the year”.
TMD: How can marketing researchers explore a nonprofit career?
Kathy: I would give the same advice to marketing researchers that I would to any corporate executive. Talk with friends who work or volunteer in the sector, and get involved in volunteering yourself. Nonprofits have an incredible array of volunteer needs, ranging from sorting clothes and delivering meals to mentoring and serving at the committee and board level. Identify volunteer opportunities through networking, checking the websites of nonprofits with causes that appeal to you, and/or calling the United Way 211 number. Jim Collins’ book Good to Great and the Social Sectors is a resource, as is the website of Civic Ventures, the nonprofit that developed the concept of “Encore Careers.”
If you decide to pursue work in the nonprofit sector, demonstrated engagement with one or more causes is helpful. Prospective employers look for evidence that you have the right “heart” for the work. In nonprofits, cultural fit matters even more than in the corporate sector.
Nonprofits employ close to 6% of the workforce. By some estimates, up to half of today’s nonprofit executives will be retiring within five years. More than 500,000 new nonprofit leaders and managers will be needed in the next decade. The need for talent and mission accomplishment is serious. For many people, working at a nonprofit is the most satisfying work of their life.
Let us know: Are you thinking of changing to a career in non-profit? What do you want to know? If you work in non-profits, what advice would you give a marketing researcher looking to break in?
Join The Marketing Dialog next week when Kathy Bremer of Boardwalk Consulting answers the question we have all been waiting for!
