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Relationship Trumps Mission in Nonprofit Social Media & on the Street

Nonprofits’ and NGOs’ use of street marketing and social media reveals how mission too often overshadows relationship building—and alienates more people than it attracts.

In How Nonprofits & NGOs Can Press Their Home Court Advantage in Social Business, I explained how nonprofits had a significant “moral advantage” over commercial enterprises because they were cause-focused, which is inherently more attractive to most people than business focus. However, as I’ll explain here, too many NFPs apply their moral advantage in the wrong way, so it creates more negative than positive impressions. I’ll use the tangible example of street marketing to make the point before applying it to social business/social media.

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