What is your charity song? Finding your charity brand character using iTunes
Not for profits rely on emotions. We are in the emotional marketing world – it is usually all we have! Yet it can be really hard to articulate the exact emotion of your organisation. Charities struggle in their fundraising to convey their “brand essence” or find it hard to get unity around how they should speak. Many now have useful ‘living the brand books” that help convey the important message that the brand is about everything you do and not just your logo!
But, one fund way of trying to define your tone is to dig around your itunes library and find the song or piece of a song that captures who you are, what you believe in and how you speak. Sadly, I have a playlist on my ipod called charity tunes – every time I hear a song that is just the right expression for an organisation I drop it in there.
Here are a few examples – I’d love to hear your suggestions for your charity.
Free Me – Roger Daltry for Amnesty International
Open your Eyes – Snow Patrol for Fred Hollows Foundation
I’m Free – The Soup Dragons for Youngcare
Pick You Up – Powderfinger for Lifeline
This is how it feels – Inspiral carpets for Beyond Blue
Hope Street – The Levellers for Vinnies
Something better change – The Stranglers for Getup
(though actually it really needs to be an acoustic version of this some sung by Adele as GetUp don’t appear to be an “angry” group)
Share your nominations ….