In this week’s podcast, I sat down with Jessica Yeager, Communications Operations Manager at Ohio Guidestone. Jessica shared insights about the unique challenges of marketing for nonprofits—from protecting patient privacy to crafting relatable and impactful content. Her strategies are essential for any nonprofit or business looking to connect meaningfully with their audience through content creation.
Overcoming Challenges in Nonprofit Marketing
Nonprofits face unique hurdles when it comes to marketing, particularly in regulated industries like mental health and addiction services. One significant challenge is creating effective visuals while respecting patient privacy. Jessica highlighted the necessity of staged photo shoots to address this issue.
Why Staged Visuals Are Essential
Unlike commercial industries, Ohio Guidestone can’t rely on candid imagery for privacy reasons. Protecting patient confidentiality is paramount, as their services often address deeply personal and sensitive issues. To navigate this, the organization creates staged visuals that convey warmth, care, and authenticity. For example:
Replicating Real Scenarios: Staff members often pose in settings that mirror real-life interactions, such as clinicians meeting clients in schools or homes.
Focusing on Emotions: Imagery emphasizes feelings of comfort and trust, avoiding the sterile look often associated with clinical stock photos.
Utilizing Neutral Contexts: Photos might depict two people talking in a library or a park, representing the supportive and approachable nature of their services.
This intentional approach ensures that visuals align with Ohio Guidestone’s mission while respecting the dignity of their clients.
The Art of Intentional Language
One of Jessica’s key takeaways is the power of non-stigmatizing language. In healthcare marketing, how you frame a message can significantly impact its reception. For example:
Instead of “a diabetic,” use “a person with diabetes.”
Instead of “an addict,” use “a person with an addiction.”
This approach fosters respect and empathy, making it easier for individuals to seek help without feeling defined by their conditions. But this lesson isn’t limited to healthcare marketing. Here’s how it can apply elsewhere:
Product Marketing: Shift from “low-end option” to “affordable solution” to convey value without stigma.
Employee Branding: Use “professionals in transition” instead of “unemployed” to describe job-seekers in recruitment campaigns.
Customer Service: Opt for phrases like “valued feedback” instead of “complaint” to maintain a positive tone.
The principle is universal: Thoughtful language can reshape perceptions, foster connection, and encourage engagement.
Balancing Broad and Targeted Audiences
Ohio Guidestone serves a wide range of individuals, from children to seniors, across urban and rural areas. This diversity poses a significant marketing challenge. Jessica’s solution? Segmenting audiences into smaller, more targeted groups and tailoring campaigns accordingly.
Marketing to a Broad Audience Through Targeted Campaigns
Reaching a broad audience doesn’t mean crafting a single message for everyone. Instead, it involves designing multiple campaigns, each focused on a specific segment. For instance:
New Parents: Highlight solutions that simplify life during a busy time.
Tech-Savvy Professionals: Emphasize digital options like online services or apps.
Older Generations: Focus on services or products that provide ease and reliability.
Each campaign features distinct visuals, language, and platforms optimized for its audience. By narrowing the focus within broader demographics, organizations can achieve a more meaningful connection while still addressing the needs of a diverse population.
The Role of Collaboration
Jessica also discussed the power of partnerships in nonprofit marketing. Ohio Guidestone collaborates with local mental health and addiction services boards, fostering a supportive network among agencies. These partnerships amplify their message and create a unified effort to combat stigma and promote mental health awareness.
How Businesses Can Leverage Collaboration
Collaboration isn’t limited to nonprofits. For example, a local fitness studio could partner with a health food store for a joint campaign promoting wellness. Together, they could:
Host Events: Organize a community wellness day with free classes and samples.
Share Resources: Cross-promote each other’s services through social media and email lists.
Offer Bundled Discounts: Provide incentives for customers to try both services.
By pooling resources and audiences, collaborations create win-win scenarios that expand reach and build community connections.
Takeaways for Content Creators
Jessica’s insights provide valuable lessons for any content creator or marketer:
Be Intentional: Choose your words and visuals carefully to ensure they align with your message and values.
Tell Stories That Matter: Focus on authentic, relatable stories to inspire and connect with your audience.
Understand Your Audience: Segment your audience and craft targeted campaigns for greater impact.
Leverage Collaboration: Build partnerships to expand your reach and achieve shared goals.
Ready to Learn More?
This conversation with Jessica Yeager is packed with actionable advice for marketers and nonprofits alike. To dive deeper into her strategies and hear more inspiring stories, listen to the full podcast episode or watch the video.
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