You know it’s fall when there’s a chill in the air, the leaves turn beautiful colors, and … 

… your Facebook feed is littered with everything pumpkin. Pumpkin-flavored and pumpkin-ized desserts, drinks, and décor are all there. Regardless of how you feel about pumpkin (for most, it’s either love it or hate it), it goes without saying that the trend is a huge money-maker for retailers and restaurants.

One article (from Forbes) says that since Starbucks introduced the Pumpkin Spice Latte in 2003, pumpkin has only been on the upswing, with dollar estimates of various consumer goods featuring pumpkin, now at more than $500 million.

What is it with pumpkin and fall? Why are consumers drawn to the sweet and spicy concoction of cinnamon, nutmeg, and clove?

Flavors and fragrances are strongly attached to memories and feelings for all of us. Retailers have found an effective way to tap into people’s emotions by connecting this ubiquitous ingredient to nostalgia. As they seek out pumpkin-whatever, consumers resonate with the positive feelings it evokes for them.  

Nonprofits should take a closer look at the effectiveness of the pumpkin spice craze and apply it to your fundraising efforts. In many ways, emotional marketing for nonprofits can be more authentic than that coming from the corporate world. The work we do automatically has an emotional component, which is far more authentic than sprinkling some spice blend into a coffee. 

Look to the calendar for the emotions and nostalgia of certain seasons that can inspire your marketing efforts. Most of these emotions are universal and are sure to speak to your audience:

• Run a giving campaign that ties into a seasonal event (Back to School, Fall, Spring Break, etc.).
• Give a seasonal gift (such as a pumpkin scented candle in the fall or a beach breeze candle in the summer) as a thank you for donating.
• Ask people to give up two Pumpkin Spice Lattes during the month of October and donate $10 to your organization instead. Use this at different times throughout the year, based on popular treats. In the summer, it may be iced coffees or Frappuccino. Create a hashtag and social campaign around this to help the word spread.
• Tie into Daylight Savings/Fall Back with “an extra hour” campaign that encourages extra volunteering or giving.
• Use the fall season to set up your #GivingTuesday or year-end campaign. It’s too early to announce the campaign itself, but you can begin to set up the theme and need through storytelling and messaging.
• During the 90 days before Christmas, people are beginning to make Christmas lists and buy gifts. If you have a gift catalog, begin promoting it during the fall.
• As the weather warms in the spring, bring supporters outdoors with a bar-b-que cookoff, carnival, farmers’ market, or fun run or walk. Make sure there are plenty of sights, sounds, and flavors to help your attendees relate to the season.
• The heat of summer calls for ways to cool down with cold treats. Water events with plenty of lemonade, ice cream, slushies, and snow cones help all ages reconnect with their youth.

Have you seen a spike in fundraising for your nonprofit when you’ve tapped into your audience’s emotions? What type of emotional marketing has worked well for your organization?