During a recent trip to Charleston, South Carolina, our family had the pleasure of taking a Gullah Tour led by Alphonso Brown. It was an eye-opening experience as we explored the history and culture of the Low Country, including a special story about a man named Philip Simmons.
Philip Simmons was a blacksmith, born in 1912, who left an indelible mark on Charleston and beyond with his intricately designed iron gates. Starting as an apprentice at the age of 13, Simmons transformed his craft to meet the evolving market, turning from horseshoes to ironworks that incorporated Christian symbols and native wildlife. His gates, found all over historic Charleston and other parts of the world, are not just functional; they are works of art.
Throughout his 77-year career, Simmons was celebrated with numerous awards, including a National Heritage Fellowship from the National Endowment for the Arts. Despite his modest beginnings, he used his success to lift up others, funding the education of countless young people from his community.
But what can we, as fundraisers, learn from Philip Simmons’ life and work? His story provides a living example of marketing principles that are critical to fundraising success. In fact, his life embodies “The Four Horsemen of Marketing”—concepts introduced by marketing expert Richard Viguerie:
- Positioning: Simmons identified a unique space he could own—handcrafted iron gates. While niche, it became a category in which he thrived.
- Differentiation: His designs were unlike anything else. They stood out across Charleston for their beauty, craftsmanship, and the personal story they told.
- Benefit: His gates were not only aesthetically pleasing but carried a sense of personal pride and connection for homeowners. To own a Philip Simmons original was to own something of lasting value.
- Brand: Simmons’ unwavering dedication to his craft, his Gullah heritage, and his reputation for integrity built a brand that far outlived him.
Similarly, our Gullah tour guide, Alphonso Brown, created a brand by focusing on a unique aspect of Charleston’s history: the Gullah culture. In a sea of historical tours, Brown’s Gullah Tours stand out by offering something distinctive and deeply rooted in history and personal connection.
The lesson here for fundraisers and marketers is clear: To succeed, it’s crucial to find your unique positioning, differentiate what you offer, provide clear benefits, and build a brand that endures. Whether you’re crafting an iron gate or launching a fundraising campaign, these principles apply universally.
As you work to improve the lives of others through your cause, remember the example set by Philip Simmons. His story is a reminder that with dedication, creativity, and a clear vision, you can create something that stands the test of time.
