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Non-profit, public sector & education

Government & non-profit covers marketing by state entities such as government departments and the military, plus marketing for charities. Marketing for these institutions tends to focus on public behaviour (for example, encouraging people to stop smoking) or recruitment (to join the military or to a charity’s cause). As a result, marketers in these sectors have been particularly interested in lessons from behavioural economics.

Key Reading

Important papers from across the Warc database

This Best Practice paper argues that charities can teach other brands about using smaller budgets more efficiently. Charities have also taken their social competency into the digital space, where they have provided many significant successes in social media marketing.
Why governments wishing to change people's behaviour should concentrate on System 1 thinking.
How neuroscience research tools boosted effectiveness for The Shelter Pets Project.
TNS research showing how governments can make better use of online platforms to provide services.
Why branding political parties can be difficult, as parties depend on identity rather than consumption.

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