What can Charities Learn from Tech Startups?

Brand Marketing

1 Jul

Over nearly the last decade, I've given hundreds of interviews about my work leading the multi-award-winning charity, Naz and Matt Foundation.

Now, for the first time, I will discuss in depth the power of purpose-driven storytelling and what charities and non-profits can learn from startups.

I've enjoyed the privilege of working as a CEO in both worlds - tech startups and the charity sector.

In both areas, the power of telling a strong, unshakeable story behind your brand is what will connect to your audience's heart and mind.

By understanding and really harnessing your 'why', you'll be able to:

But here's the most important point:

It's not just about WHAT you do. It's about WHY you do it.

Tech startups get this.

They don't just sell products; they sell visions of a better future. Charities can learn from this approach.

Supporters need to understand why you do the work you do.

Why it matters.

And why they should care.

Never be afraid of saying the important things that need to be said, but always be respectful along the way.
To get coverage of your work in the news, what you're doing and its story has to be packaged as something "new." The news won't cover you unless it's "new."
Build a strong brand. Your brand is more than a logo. It's the emotional connection people have with your cause. It's the people behind the work you do, including the CEO, team, and volunteers. It’s the stories of the people you have helped. Your brand is one of your most important assets. Invest in it.

Remember: Every charity has a powerful story.

Your job is to tell it in a way that moves people to action.

Want to dive deeper into purpose-driven storytelling for your charity or non-profit?

💡 What's your biggest challenge in communicating your charity's purpose?

I'd like to thank John Higginson and Higginson Strategy for inviting me to their podcast, Communicating Purpose with John Higginson.

Matt Mahmood-Ogston