Every charity needs a purple cow

During a family holiday to France, Seth Godin was surprised to see fields full of brown and white cows, it was a novelty for him. But it soon wore off. Daydreaming, he thought to himself that a purple cow would really stand out, and he’d never forget that!

His excellent and short book Purple Cow uses this example to highlight the importance of spending time, energy and money on big, remarkable ideas, not just traditional mass marketing (or, as he would put it, creating more boring brown cows!)

You can no longer win by creating the same old thing and simply out-spending your competitors to make more sales (or raise more money), the world has changed a lot since that model was a guarantee for success. Now the brave and the bold are rewarded over the beige and the boring.

Investing time and money and energy into creating unique, memorable experiences, products and stories is the best way to engage your people and make a lasting impression. This is true for many brands, but especially for charities.

We’re currently in the midst of a financial crisis in the UK, and its impact is well documented. Consequences include increased running costs for purposeful organisations, less public sector income from the government, a nationwide decrease in giving and an increasing demand from service users.

With the general public needing more persuasion than ever to part with their time and money to support your cause and get behind your brand, rethinking the strategy has never been more important.

Maybe it’s time to think outside the box. How can not-for-profits, faith-based organisations and sustainable businesses stand out in a field of brown cows and increase engagement, raise awareness and improve their cash flow?

You can apply the Purple Cow concept to improve your marketing and customer engagement by focusing on creating unique and memorable experiences that will differentiate you from the crowd.

Here are some practical ways charities and purposeful brands can apply the lessons from "Purple Cow":

1. Identify your unique value proposition:

To create a remarkable brand, you need to first identify what sets your brand apart from others. Ask yourself, "What makes us unique?" and "Why should people support our cause?" Use this information to create a clear and compelling value proposition that will resonate with your target audience.

2. Be authentic:

Authenticity is key to building trust and establishing a loyal following. Don't try to be something you're not or make exaggerated claims about your impact. Instead, focus on telling your story honestly and transparently, and let your work speak for itself.

3. Focus on your target audience:

Understand who your target audience is and what motivates them to support your cause. Use this knowledge to tailor your messaging and outreach efforts to their interests and preferences.

4. Emphasise the impact of your work:

People want to know that their contributions are making a difference. Highlight the impact of your work and use real-life stories and examples to illustrate how your charity is changing lives.

5. Experiment with different marketing strategies:

To stand out from the crowd, you need to be willing to take risks and try new things. Experiment with different marketing channels and strategies, such as social media, influencer partnerships, or experiential marketing, to find what works best for your charity.

One charity which successfully embraced the Purple Cow is Ripple Effect (previously known as, somewhat ironically, Send a Cow!) 

As the charity admits, their original name and concept was so unique and memorable that it sparked waves of interest (and support) for their cause. The name helped people to visualise something very practical and tangible, and the early success resulted in exponential growth, to the point where they’ve had to change their name because they’re doing a heck of a lot more than dealing with cattle.

So, by applying the lessons taught by Seth Godin in "Purple Cow," charities can improve their marketing and customer engagement by creating a remarkable brand that stands out from the crowd and resonates with their target audience.

What’s your purple cow?