Introducing ABM for Good™
Mobilizing Account-Based Marketing for a Better Tomorrow
What if we could apply the incredible knowledge, experience, and capabilities we’ve developed over the last two decades of ABM to help solve some of our most important social and community challenges?
What if we could take our hard-earned lessons from marketing and selling high-impact solutions to business challenges and apply them to issues and opportunities in areas such as community development, civic engagement, and sustainability?
This is what ABM for Good™ is about.
ABM for Good™ brings together highly skilled ABM-ers and other marketing and business leaders to volunteer their time, energy, insight, and experience to help nonprofits advance programs for a better tomorrow.
Pro bono marketing support for nonprofits is nothing new. Countless marketers, agencies, and others continue to do incredible volunteer work across the mission-driven organizational spectrum.
But just as ABM has added a powerful new approach to helping a wide range of companies accelerate growth in a variety of business and market environments, we believe that ABM can become a vital contributor for a variety of nonprofit organizations.
Our initial thinking is this:
- Civic and community organizations working “for good” face tremendous challenges building and sustaining awareness, interest, and support.
- ABM is a powerful strategy that some types of nonprofit organizations can leverage to address critical marketing-related challenges.
- A global community of experienced ABM-ers interested in “giving back” provides enormous potential to help nonprofits achieve their organizational objectives.
Among the many ways that ABM can help nonprofits achieve their objectives, consider the following:
- As a highly targeted strategy, ABM can provide a structured and proven approach to help nonprofits engage with their most important community and corporate partners and sponsors.
- By building personalized value propositions based on deep “account” insight, ABM can support marketing initiatives that speak directly to stakeholders’ most important concerns.
- ABM can be especially powerful for nonprofits seeking to develop new sources of funding, build new sponsored programs, and strengthen existing relationships to ensure long-term support.
As with the development of commercial ABM, we will learn by doing, and are already exploring pilot projects with several nonprofit organizations.
We are also eager to tap the creative thinking of the vast global community of experienced ABM-ers and others interested in this “for good” approach.
If you have thoughts or experiences to add to the conversation, and/or might be interested in volunteering yourself, please reply here or otherwise let us know.
Rob Leavitt, Keith Pranghofer, Cheryl Caudill, Lisa Dennis, Eric Martin, Dave Munn, Erin Rogers, Lauren Sallata, Robin Tobin