Has Marketing Gone Wrong in The Social Sector?

When it comes to marketing effort by NPOs and social enterprises, the common goals are attracting funding support, promoting their programs and potential in general. Telling anecdotal stories to appeal to funders and project potentially systemic impact has also become a key feature. But the truth is, the core purpose of marketing is never about communicating solid evidence of social impact first and foremost.

Common reasons are well told, like programs are not ready to be assessed, lacking resources and expertise to begin with, funders don't demand or support such initiative, etc. Despite the fact that current social sector repeatedly emphasizes a new level of accountability and transparency, there's still lacking rigorous examination in how marketing should be conducted. If the intention is genuine, it's time to hold the sector accountable to self-scrutiny without the need of external pressure.

There's really no secret formula but the key is really about initiative even with little support and funding, there's no excuse not to begin with an impact assessment & communication plan compatible with the level of resources available. I don't think we need alleged CAI scandal as a wake-up call, it's simply the basic obligation of social sector to get rid of the tag that says 'a lot of marketing effort (and funding to do so), but with little outcome to show for'.