I’m a supporter of Planned Parenthood and a big fan of how they use design and marketing. Being around 100 years is nothing to sneeze at. They’ve lasted this long because they’re always at the forefront of the reproductive rights movement. One thing is for sure, they know their brand. They are “the cool aunt with expert life advice.” Everything they do gets filtered through that voice.
I’m proud of the work Planned Parenthood does. As a designer, I’m equally impressed by how responsive and innovative they are. Over the years their ads and marketing have utilized everything from infographics to lighthearted illustrations. Check out a few examples over at Fast Company.
Now Planned Parenthood is investing in social media, storytelling, and human-centered design. Their experience design work with Ideo has even won an Innovation by Design Award.
Let Planned Parenthood inspire you
I don’t know about you, but I’m inspired by other people doing great, seemingly impossible, things. Your organization might be brand new or just a few years old, but can you imagine what it will look like in 100 years? Can you set things in motion now to ensure your organization is relevant and essential?
Questions to ask yourself to create a game-changing organization:
- Do you know what your brand is?
- Are you listening to your audience and their values?
- Is your brand aligned with your audience?
- Are you experimenting with current trends in marketing and design?
- Are you adapting as things change?
Is there an organization you admire? I’d love learn about them.
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Does your outside match your inside? Or better yet do your actions and your motivations match? What about your audience? Do you know their outsides and insides, actions and motivations? You know your brand works when all of these are aligned and visualized through the right combination of fonts, color, and imagery.
Does your brand work according to this test?
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Over the past few years, businesses and nonprofits have been talking a lot about design thinking. It’s a way to solve complicated problems using empathy, creativity, and rationality. It also involves quickly testing ideas to learn and improve.
What’s so great about design thinking is that it can lead to ideas that resonate and innovate. I’ve been learning about and using design thinking since 2007. I can’t believe that was almost 10 years ago. But my passion and interest have only grown since then.
I love tackling complex problems with design thinking and teaching it others. It allows anyone to find creative solutions and approach a topic from a different perspective. I recently lead a workshop for PreKindergarten and Kindergarten teachers at a local public charter school. They were looking for solutions to combining the students’ academic and developmental needs. After I guided them through the process, they were able to approach the problem from a new perspective and find creative solutions. The teachers quickly created the prototypes with supplies on hand and tested them immediately. They put several ideas in place the following week and refined them further.
If you’re struggling with coming up with new ideas to problems try design thinking. It’s fun and great way for teams to collaborate.
Want to learn more about design thinking?
Check out these resources from IDEO and Stanford’s D.School
Have you tried using design thinking? How was the experience?
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I hear the word “viral” a lot, but what does it take to make something that people want to share? According to Seth Godin, make it so enticing that they have to share it with at least one other person.
7 things to keep in mind for your next viral campaign
What is the campaign about
Maybe you want to raise awareness. But think about why you want to raise awareness. Is there something special about your organization or mission? Maybe there’s something new that’s a game changer? It might help to gather some stakeholders and brainstorm together.
Who is your audience
Be as specific as possible so you craft the right content and tone.
Make something entertaining and shareable
You don’t have to reinvent the wheel with every campaign, but a new perspective can help. It can be as simple as getting your team to do something silly and document it through photos and video.
Why should they share
People tend to share things that are a statement about what they believe in. Another option is to put them in the driver’s seat by letting them choose what the special offer is. You can give them something exclusive, or appeal to their emotional needs and values.
Make it easy and rewarding
Don’t make them click 5 times, or jump through hoops. If it’s not easy to view and share, they will not do it.
Acknowledge and reward them
Thank them, answer questions and be responsive, always. I recently read about a Swedish blood bank that sends donors a text message when their blood has been given to a patient. Wow! I would give blood just to get one of these text messages.
Give up some control
Like all things that live on the internet, you have to give up some control. You can’t always predict how people will respond or use what you create. If you embrace this fact, it actually puts you ahead of the game.
I’d love to hear about a recent campaign you did. Was it shared like you hoped?
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Local social enterprise heartful.ly is reimagining the wedding registry. The same old rules in planning a wedding don’t apply anymore, unless of course, you’re that traditionally kind of couple. No need to wear white, or have an open bar, or even throw the bouquet — and you definitely don’t need a traditional wedding registry. Today, couples want their weddings to be a true reflection of themselves. If you’re socially active and mission-driven, the wedding industry now has options to match. This is what spurred Kate Glantz to start heartful.ly.
After attending countless weddings, Kate reflected on her time in the Peace Corps and saw a gap between wedding gifts and charitable giving. The traditional registries didn’t offer a way for a couple to forgo the pots and place settings for something that aligned with their values. So she took her idea for a social good wedding registry to a startup weekend event in 2014, won the top prize, and started to build her business. Now heartful.ly empowers couples in funding life-changing projects about the world.
Share your happily ever after
Setting up an account is easy, then a couple can browse the different projects and partners they can support. If there aren’t any projects of interest or the couple want’s to help a specific nonprofit, heartful.ly will work directly with the organization to get them onboard as a partner. Couples will then receive a unique URL for their registry which they can then post on their wedding website, or via email, social media, etc. Helping others on such a big life event has never been easier.
How much impact can a wedding registry have?
Kate started with just an idea to fill a void and make a difference. Now two years later, heartful.ly already has a success story that shows the impact a wedding registry can have. Last year, a couple was able to support an addition to a health clinic in Tanzania assisting HIV/AIDS patients. Some of the other projects that need support help children in the US, families in India, and even the homeless right here in DC.
Weddings require constant small decisions to be made. It’s nice to know that a local social good company like heartful.ly is making sure at least one of those decisions can help support a cause you care about.
This post first appeared on DC Ladies.
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