Nonprofit Lowdown Episode #313: Simple Marketing for Smart People with Billy Brost
Release Date: November 18, 2024
Introduction
In Episode #313 of Nonprofit Lowdown, host Rhea Wong welcomes Billy Brost, a seasoned messaging strategist and founder of Five Light Bulbs. Billy discusses his newly published book, Simple Marketing for Smart People, focusing on effective marketing and fundraising strategies tailored for the nonprofit sector.
Guest Background: Billy Brost
Billy Brost shares his unconventional journey into marketing. Originally a science graduate working in the clean energy industry, Billy nurtured an entrepreneurial spirit by teaching online beer brewing classes. This side hustle grew into a full-time venture, where he discovered the profound impact of messaging over other marketing tactics.
"I realized that not everything is created equal... rewriting a headline on my website doubled the signups to my online beer brewing courses."
— Billy Brost [01:16]
Defining Marketing in the Nonprofit Context
Rhea and Billy delve into the essence of marketing, especially within nonprofits where team members may lack formal marketing or sales backgrounds. Billy emphasizes that marketing should be viewed as a tool to ease the selling process rather than an aggressive sales tactic.
"The goal of marketing is to make selling a heck of a lot easier and maybe even unnecessary."
— Billy Brost [04:58]
Billy references Peter Drucker’s idea, simplifying it to make marketing a preparatory phase that warms up potential donors before any direct ask.
Content Marketing and Belief Building
Billy advocates for strategic content marketing, which he terms “belief building.” Instead of sporadically posting content, nonprofits should educate their audience to instill the necessary beliefs that make donations a natural outcome.
"Content marketing is educating your customer on how to better value what you're offering."
— Billy Brost [07:15]
The Five Light Bulbs Framework
A pivotal part of the discussion, Billy introduces his Five Light Bulbs framework, a visual and structured approach to crafting marketing messages. The framework includes:
- Current State: Understanding the prospect’s status quo and identifying any underlying problems or unease.
- Alternative Options: Acknowledging other solutions without disparaging them.
- Your Bridge: Presenting your unique approach or philosophy.
- Your Offer: Offering various donation or funding options akin to product tiers.
- Prospect’s New Life: Illustrating the positive outcomes post-donation.
"The five light bulbs... a checklist for your marketing collateral."
— Billy Brost [10:11]
Narrowing Target Audience: Focus and Relevance
Billy stresses the importance of specificity in targeting. Instead of appealing to everyone, nonprofits should identify and focus on their “tip of the spear”—the most likely donors—to maximize resource efficiency.
"Start with the tip of the spear... acquire the financial resources to advance into those colder markets."
— Billy Brost [25:11]
Implementing Content Marketing with Limited Resources
For nonprofits operating with limited budgets and personnel, Billy recommends prioritizing quality over quantity. By concentrating efforts on one effective marketing piece that resonates deeply, organizations can achieve significant impact without spreading themselves too thin.
"One content piece that hits on all five light bulbs can be the 80/20 of your marketing effort."
— Billy Brost [31:40]
Measuring ROI and Testing Messaging
Addressing the challenge of measuring return on investment (ROI) in content marketing, Billy suggests a blend of quantitative and qualitative approaches. Tracking engagement metrics alongside the quality of donor interactions provides a fuller picture of marketing effectiveness.
"The qualitative side is just as, if not more important, especially with belief building."
— Billy Brost [38:19]
Consistency in Marketing Efforts
Billy and Rhea highlight the necessity of consistent marketing. Billy shares a personal strategy of focusing on his strengths as a visionary while leveraging partnerships to handle implementation, ensuring steady content delivery without overwhelming oneself.
"Show up consistently with a purpose-driven framework like the five light bulbs."
— Billy Brost [35:23]
Final Thoughts and Resources
Billy concludes by encouraging nonprofits to adopt a gradual, focused approach to marketing. He emphasizes the enduring value of human communication over chasing every new platform or trend.
"Take it slow, one step at a time... focus on being human in your communication."
— Billy Brost [39:57]
For those interested in exploring Billy’s strategies further, he recommends his book, Simple Marketing for Smart People, available in paperback, e-book, and audiobook formats at simplemarketingbook.com.
Conclusion
Episode #313 provides nonprofits with actionable insights into simplifying their marketing efforts through strategic messaging and the Five Light Bulbs framework. Billy Brost’s expertise offers a roadmap for effective fundraising, emphasizing education, relevance, and consistent, belief-driven communication.