In today’s world, nonprofit organizations face a unique challenge regarding branding and messaging. With multiple generations of donors, each with different views on generosity, developing a message that resonates with everyone can be challenging.
However, there is a solution that nonprofit organizations can leverage – Nostalgia!
Nostalgia is a powerful emotion that can significantly impact individuals’ attitudes and behaviors. In the nonprofit organizations’ context, understanding nostalgia’s role in uniting and shaping the audience’s unique characteristics is critical. By tapping into shared memories and experiences, nonprofits can foster a sense of shared identity and purpose, leading to increased engagement and support.
Unique Nonprofit Audiences
Nonprofit organizations are typically established to engage a minimum of two specific audiences. One audience that the organization is “on mission with,” and another is the audience they are “on mission for.”
On mission with
This audience is typically donating to the nonprofit.
On mission for
This audience is usually the group of people the nonprofit serves.
More often than not, these two audiences are very different. Mixing in that each generation of donors (Elders, Boomers, Gen X, Millennials, Generation z) have very different views on generosity, it can be challenging to develop messaging and a brand that can connect with each unique audience or persona.
One way to develop a unique message that positions your nonprofit and connects with audiences across different demographics and psychographics is to use nostalgia. By tapping into the nostalgia of each audience segment, you can create a common message that you might not otherwise be able to do with such distinct audience segments.
For example, your nonprofit focuses on protecting young girls from being trafficked. You have corporate sponsors, wedding industry influencers, individual donors, foundations, and newly married and young singles giving to your cause. How do you develop a message that works across such different audiences, of which 50% or more are potentially male?
Nostalgia to Frame Nonprofit Messaging
By tapping into the nostalgia of every little girl’s dreams about their wedding and every father’s dream for their daughter, you can cut through the differences between these audience segments.
Every girl has a dream. Give her a dream come true.
Every father has dreams for his little girl. Give him a dream come true.
Using something like the above, you can relate to every audience about the concept of dreams coming true versus just the issue of trafficking.
Using nostalgia strategically and intentionally, nonprofits can foster a sense of community and belonging among wildly diverse supporters, leading to increased engagement, giving, and impact. However, it is essential to note that nostalgia can also have adverse effects if not used appropriately. Relying too heavily on nostalgia can lead to a narrow focus on the past, which may hinder the ability of the audience to see how your organization meets the evolving needs of those it’s “on mission for.”
Nostalgia is a powerful tool that can help nonprofits create a unique and engaged audience. By tapping into shared memories and experiences, nonprofits can foster a sense of shared identity and purpose, leading to increased engagement and support. So, why not use nostalgia to create a unique message that resonates with your audience? By doing so, you can help your nonprofit positively impact the world!