The Nonprofit Marketing Blog

No Kitties or Puppies. HELP! (Step One)

cats

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Ooh! Aah! Who can resist the cuteness of kitty or puppy photos like this one?

Don’t feel silly for loving them. It’s human nature. In fact, photos like the one on this page are such tasty emotional candy that every bite takes folks one step closer to a donation.

But if your organization can’t rely on kitty, puppy or baby photos most of the time (and that’s most of us), what can you do?

Here are two practical, proven steps:

Step 1: Consider what makes kitty and puppy photos so delicious and so effective for nonprofits.

I’m no psychologist, so I turned to the Interwebs for the answer—and I learned absolutely nothing. That’s right. I couldn’t find any definitive research behind the why.

What I do know is this:

People share photos of their pets. It’s just what we do, the same way we share photos of our kids or gardens.

  • We’ve been sharing these photos for a long time, way before Facebook and Instagram.
  • Our families and friends share the same kind of photos with us.

Even if you don’t have pets or kids, it’s easy to appreciate the cuteness of someone else’s. These images are upbeat and nonthreatening.

Which leads me to this why-didn’t-I-think-of-it litmus test for compelling content from ActionSprout founder and CEO Drew Barnard:

“Before you post anything, ask yourself, ‘Would I share this? Would I want this piece of content associated with my Facebook persona?’ If the answer is no, go back to the well and create or curate something new.”

So, make sure your photos are something you’d share with your family and personal friends. And put this at the top of your “compelling content” checklist!

View Step Two


With refreshing practicality, Nancy Schwartz rolls up her sleeves to help nonprofits develop and implement strategies to build strong relationships that inspire key supporters to action. She shares her deep nonprofit marketing insights—and passion—through consulting, speaking, and her popular blog and e-news at GettingAttention.org.

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About This Blog

Linda Lombardi

We’re here to help you win hearts and minds—and donations.

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