Research conclusion

I looked at different ways to communicate. And I remembered a phrase I read somewhere in my research that the greatest iconic nonprofit organizations should be so well branded that when you think of each of them, the very name should call up a host of associations, memories, positive feelings, and the satisfaction that you know them. So in order to understand the feelings associated with the successful non-profit organization and their communication method, I looked into Unicef, Breast Cancer Society, Red Cross, and the Salvation Army.

I'll start with the Salvation Army. These are some factors, I think, that contributed to the organization's success.
- they know what their goals are and know what to do to achieve it. They have laid their beliefs and goals down in categories that people have clear idea of where their money goes.
- They run different programs and events that could help those in need.
- They create sense of community
- They know who they are targeting. They initially go for church goers.
- The organization is well promoted through posters, ads, volunteers, stores, identity, website, and brochures
- They know the right timing to ask for money like during christmas season

Red Cross:
- The biggest thing about red cross is that they are organization related to health and well being. Even better they know how to play with people's fear of the unknown. They use the phrase like "Being able to prepare for emergencies is crucial at home, school, work, and your community" or "disaster can strike quickly and without warning."
- Like the Salvation army, they create community and events for promotion.
- They also use promotional/communicaton tools like website, poster, and brochure

Breast cancer society:
- They also have definite cause that is related to health and well being.
- They provide support and service for the patients and the family.
- They branded the colour "pink" and made it theirs. So now everybody recognizes the colour as being related to breast cancer.
- Publications and information is well distributed at hospitals, doctors office, community centres, and even at malls.
- They recognize the multiculturalism in Canada and provide services in different language
- They bring hope to the patients by providing stories of cancer survival
- They also bring people together through different events and meetings

Unicef:
- They involve celebrities
- They involve children; and anything to do with children sells
- they have effective and extensive ads and publications that helps to spread the word
- they use powerful images, subtle sarcasms.


Although I haven't listed all the positive things, many of them overlap and there are tons of similarities between organizations. So out of all these success tips, the three most important discoveries are
- the penetration of daily life
- the exhibition of the familiar
- give and take attitude

Let's look at the Breast Cancer Society. They penetrate our daily life through not only the media but also in the form of pink pen, pink shirt, pink apron, pink oven mitt, and pink kitchen gagets. Anyone with one of their product would always be reminded of the cancer society and feel good about the fact that one has helped the cause.

These organizations also communicate to their audience through the familiar. Take, for example, the Salvation Army or Unicef. Their ad has something that all of us can relate to like superman suit, smirfs, dove ad, our favorite celebrities, jeans, and tags. Through these connecting element, we place ourselves in those people in need.

Last but not least, these organizations know exactly which era we live in. We live in a consumer society. We constantly buy things to satisfy our wants instead of needs. They caught up to the standards by providing things to buy. We buy pink stuff from the Breast Cancer Society. We buy first aid kit or disaster preparation kit from the Red Cross. We go to the Salvation Army thrift store and buy second hand things. The interesting part about this consumer strategy is that we buy all the products yet we feel good about it because we feel like we just helped someone or a cause.