If Toothpastes Can Differentiate Themselves, You Can Too!

Walk into any drugstore and you’ll find an overwhelming number of toothpaste options — dozens of boxes lining the aisle, all promising to do essentially the same thing. Most of them even contain almost identical ingredients.

And yet, people still have their favorites. Some swear by Sensodyne. Others won’t touch anything but Colgate.

How have these brands all managed to carve out a niche for themselves?

And more importantly, what can nonprofits and mission-driven programs learn from them?

Know What You’re Selling

I often hear from nonprofit leaders – especially those in fields like gap year programs, Jewish camps, or education initiatives – that their offerings aren’t all that different from others in the same space.

“We all care about making a difference. We all want to meet the need we see in the community.”

Just like similar ingredients in brands of toothpaste, many programs in the nonprofit world do indeed share common values, goals, or experiences. There’s nothing wrong with that – there tends to be enough need to go around. As long as you feel like you’re contributing something meaningful, I say keep going. The competition might even push you to improve, which can only benefit the people you’re helping. 

It’s only when it comes to marketing that similarity can present a bit of a challenge.

Sometimes, despite some overlap with others, a program does offer something truly unique – a difference that is a good starting place for their messaging.

But in most cases, in a market that’s so saturated, finding your supporters isn’t a matter of what you provide, but the story you choose to tell about it. When you promote a particular feature, even if it’s something other organizations share, you set the tone, letting everyone know how you want them to see you and what you consider most important. This will affect how they discover, understand, and interact with your program. It will connect you with those who share your sensibility and like your approach.

To illustrate how this works, here are four strategies toothpaste brands use to stand out from seemingly identical competitors  –  and four ways you can adapt them for your nonprofit.

1. Emotional Branding

This approach is about the personal story, the human emotions underlying the choice you’re asking the audience to make.

A toothpaste brand might say, “We kept your grandparents healthy, and then your parents. We helped raise you, and now we want to help your children thrive.” The emotional hook here is both the nostalgia and the overall goal of health and wellbeing.

By showing that you get your audience and what they care about, you show them you deserve their trust.

For a gap year program, this means not listing specific features, which are similar across institutions. Instead, the goal is to tap into questions of identity, growth, and long-term outcomes – which can vary widely based on the kind of student body you aim to cultivate. One program I worked with sought to appeal to leaders and type-A personalities; they emphasized the independence they offered, the chance to develop skills and knowledge, and as a result to grow in confidence and autonomy. Another program encouraged those who had previously struggled in the education system: “We aren’t here to force you to conform. We’re here to help you find yourself and become the adult you want to be.”

2. Specialization

Lay claim to a niche. It doesn’t have to be a totally unique strength that no other organization has – the point is that you’re making it the headline, emphasizing it ahead of anything else. It’s your thing, and everyone knows it.

Whitening! Stronger teeth! Cavity protection! In reality, most toothpastes address all of these, but when a brand picks one to focus on, they draw in the audience with that need above all.

And once they’re connecting with a specific audience, they may even institute concrete changes for their sake. I once heard of a hotel that decided to specialize on good sleep; kind of a weird brag for a hotel, no? But they upgraded their bedding and pillows, added blackout curtains, made their rooms more soundproof – going all in on what they had promised.

When it comes to gap year programs in Israel, some might focus on being experiential, others on spiritual, others intellectual. By making one particular angle the center of their messaging, they draw in students with the same focus.

As they respond to the interests and concerns of their students, many programs continue to evolve and improve within their chosen niche, making them a better and better fit for each new arriving class.

3. Design & Aesthetics

Does the look of the box have anything to do with what’s inside? 

Not directly, but a sleek and professional design tells me that a toothpaste brand takes itself seriously. The people in charge care about their public image and reputation, and they’re willing to invest in coming across well. Companies with this level of commitment often do consistently great work – because they know the cost of building and maintaining a reputation.

In the nonprofit world, a polished appearance works exactly the same way, signaling high standards and self-respect. When your website, videos, and brochure look like a million dollars, people will value you like a million-dollar program.

A Final Thought: Style Matters

Yes, your core offering might overlap with others.

Yes, your values may echo those of similar organizations.

But how you communicate those things – that’s where differentiation happens.

Tell a clear, compelling story about what makes your version meaningful. Declare who you are and what you stand for.

Your audience knows that the distinctions between the options are subtle, but they still want to find the one that feels right. That feeling is how they’ll be making their decision.

So, start thinking about what image, features, or aesthetic you want people to connect you with – and don’t forget to brush your teeth!