Nonprofit Marketing And Communications
Uncover the keys to impactful marketing and compelling communications with our extensive collection of educational videos–tailored to meet the needs of nonprofits. Immerse yourself in learning about effective branding, content strategy, social media engagement, and beyond. Each of these lessons, guided by seasoned nonprofit professionals, will provide you with a deeper understanding of the unique marketing landscape nonprofits navigate, and equip you with practical skills to communicate your mission convincingly. You’ll learn how to amplify your organization’s voice and make it resonate with potential donors, volunteers, and the communities you serve. Dive deep into topics like creating inspiring narratives, building influential marketing campaigns, and leveraging the digital world to reach broader audiences.
This is a roadmap for nonprofits aiming to elevate their storytelling, create more lasting connections with audiences and boost their impact.
You’ll unlock the power of storytelling through video with Kalei Beamon of Lanakila Productions! In this high level learning session, Kalei, a video producer with decades of experience, shares the secrets to impactful video storytelling tailored for nonprofits. Kalei emphasizes that planning is everything, stating, “A great story is based on having an emotional connection.” She outlines strategies for finding the human element in every story—whether it's highlighting a beneficiary, showcasing a volunteer's journey, or spotlighting the community impact.
Kalei also covers the importance of shot variety, from wide shots to intimate close-ups, to keep viewers engaged. “The more specific you can get with a story, the more memorable it becomes,” she says, stressing the role of details in forging emotional connections. For nonprofits, video is not a one-shot wonder; it’s a versatile tool. Kalei explains how-to leverage footage for year-end sizzle reels, PSAs, and even long-form fundraising campaigns.
Host Julia Patrick describes some of the challenges nonprofits face, like making guests feel comfortable on camera. Kalei’s approach? Build trust and reassure them: “We’ll edit it to highlight your best self,” she promises.
If you’ve been struggling with the quality of your video work, pay close attention to Kalei’s words of wisdom
the incredible impact of the Eide Bailly ResourceFULLness Award, a unique grant that celebrates creative problem-solving among nonprofits. Host Meico Marquette Whitlock speaks with Deb Nelson from Eide Bailly and Alyssa Golob, Executive Director of Helping Paws of Minnesota, to discuss the transformative impact of this award on organizations like 2024 winner Helping Paws, which trains and places service dogs with individuals in need.
Deb explains the award’s goal and how winners are selected: “We created this award to showcase nonprofits that think outside the box—it's about mining your diamonds, finding what you already have, and making it work for you.” She speaks to the importance of clear, compelling communication, sharing that organizations who excel in storytelling and impact often resonate most with judges.
2024 Award winner, HelpingPaws.org, Alyssa Golob, shares the journey of Helping Paws’ "More Dogs, More Impact" campaign, which aims to quadruple the number of service dogs placed annually. “Our waiting list for a service dog is two-and-a-half years. With this campaign, we’re aiming to reduce that significantly, allowing us to match more dogs to people who need them.” She reveals how they creatively involved donors in the campaign with a unique challenge that inspired significant community support.
Through this conversation, we learn that strategic fundraising, social media storytelling, and genuine engagement with community members are keys to success. The discussion amongst the trio also highlights the evolving role of social media in nonprofit storytelling, with past winners using digital platforms to effectively amplify their messages and impacts. Find out more about the award and the application process: EideBailly.com
We explore the transformative power of adoption with Rita L. Soronen, President and CEO of the Dave Thomas Foundation for Adoption. Rita shares insights into how foster care adoption can change the lives of children who are seeking permanence and stability. As we celebrate National Adoption Month, we are reminded of the critical need to support vulnerable children. Dave Thomas, founder of Wendy’s, understood this deeply from his own life experiences, and in 1992 he created the foundation to advocate for children in foster care. As Rita explains, "These children are not someone else's responsibility. They are our responsibility."
Rita emphasizes the Foundation’s mission to increase adoptions and the ongoing commitment to expanding efforts, not just in the U.S. and Canada, but potentially in Mexico. The Foundation’s partnership with the Wendy’s Company and its many programs, like National Adoption Day, highlights the importance of celebrating and uplifting the stories of families formed through adoption. "We’re not just raising awareness," Rita says, "We are walking families through each step of the adoption process." This message serves as a powerful call to action for individuals, communities, and organizations to step forward and support children in need of a forever family.
#NationalAdoptionMonth #FosterCareAdoption #AdoptionAwareness
Pat Shea, founder of BeingGiveful.com, opens our thinking about the wellness practice of being mindful and giving in the nonprofit world. Pat shares her unique journey, from leading nonprofits to co-founding a tech startup, and reflects on the life-changing concept that "those who give, receive." Her philosophy of being "Giveful" is about more than just financial giving; it involves small, everyday acts of kindness and openness to receiving.
With host Julia Patrick, Pat reflects on her experiences with amazing women who embody the idea of giving. One moving story she shares is of a woman who built a school in India and, when asked what she received in return, broke down in tears, saying, “I did it to honor my parents who passed away when I was a teenager.” This powerful connection between giving and receiving is at the heart of Pat’s message. She emphasizes the importance of awareness, action, and acceptance in practicing this philosophy. As she puts it, "Being Giveful is the continuous, conscious, creative practice of giving of yourself to others while being open to receiving."
#GivefulLiving #WellnessForNonprofits #NonprofitLeadership
This is a must-watch for anyone in the nonprofit world looking to refine their messaging and build stronger relationships with their supporters. Tune in on this candid discussion on how to stay mission-focused, engage your audience, and share a story that’s truly worth telling.
We dive deep into the importance of storytelling for nonprofits, featuring the wisdom of Robert Wheeler, CEO of Mission Clarity, and co-hosts, Wendy F. Adams, CFRE, cofounder of Cultivate for Good, and Julia Patrick--revolving around one central question: Is your nonprofit’s story worth telling?
Robert brings his years of experience to the table, focusing on the importance of clarifying a nonprofit’s mission, particularly in times of crisis. In a world where nonprofits are constantly called forward during moments of upheaval—be it natural disasters or economic shifts—the ability to tell a compelling and clear story is essential.
Wendy adds her expertise, outlining how many organizations struggle to define and stay true to their mission. As she puts it, “If you don’t know what your mission is, there’s no way to stay on it.” This is a common pitfall for many nonprofits that get caught in what she refers to as the "drift," losing sight of the very essence of why they exist.
The trio explore how to strike the delicate balance between authenticity and vulnerability without slipping into victimhood. Robert underscores this balance, saying: “When you portray yourself as vulnerable without being a victim, you breed collaboration. But when you drift into victimhood, you breed competition.” This powerful statement reinforces the need for nonprofits to tell their story in a way that invites others to join their mission, rather than simply seeking sympathy.
Unlock the powerful connection between volunteers and donors. James Goalder, Partnerships Manager at Bloomerang, makes a compelling case: Volunteers and donors aren’t separate groups—they’re driven by the same passion to make a difference, and nonprofits should engage them accordingly.
“The reason people volunteer and the reason they donate are often pretty similar... If you’re not appealing to them for both, you’re missing out on a way to really cement that relationship,” James begins. This shift in mindset could be a game-changer, breaking down traditional silos and unlocking new opportunities for deeper engagement and support.
James also tackles the sector’s current challenges head-on. With donor and volunteer numbers on the decline since the pandemic, nonprofits are increasingly leaning on major donors to keep things afloat. But he warns, “If the donor universe has dropped but the dollars have stayed relatively the same, that means we’re going back to the same major donors again and again... and eventually, they’re going to get tired.” This ‘donor fatigue’ threatens sustainability unless nonprofits start thinking differently—by engaging volunteers as donors and showing how both time and money make an impact.
The key? Storytelling. James details how effective communication, filled with emotional narratives and impact-driven stories, keeps supporters inspired. When volunteers see the value of their time and donors understand how every dollar makes a difference, the relationship deepens. “Whether they stuff envelopes or write a check, both contributions matter,” he offers.
This sparkling conversation will fire up nonprofits to rethink their engagement strategies. It’s not just about separating donors and volunteers—it’s about recognizing the overlap, nurturing those connections, and keeping supporters engaged with stories that resonate. With fresh ideas and actionable advice, you’ll feel energized and ready to bring volunteers and donors together to build something lasting and impactful.
AI is not just for tech giants—it is accessible, and with the right approach, it can empower nonprofits to achieve their missions more effectively. In the nonprofit world, staying current with technology is essential for efficiency and growth. In this Nonprofit Power Week episode, Jeff Hensel, a director at Eide Bailly, highlights the importance of integrating artificial intelligence (AI) into nonprofit operations. AI offers a wealth of opportunity, but as Jeff points out, it's essential to adopt it thoughtfully.
“AI is completely possible in your organization, but you need to be ready for it before you start using it,” Jeff begins. Nonprofits need to assess their current processes, secure their systems, and ensure leadership and staff are aligned in their understanding of the technology.
The fascinating conversation touches on AI’s potential for streamlining time-intensive tasks, like data management, freeing staff for more strategic work. As an example, Jeff describes how robotic process automation (RPA) reduced one client’s workload by 70%, allowing them to focus on higher-value tasks. Such automation, he suggests, can be a game-changer, especially for smaller organizations with limited resources.
While the fear of AI replacing jobs is a common concern, Jeff describes to host Julia Patrick, that AI, when implemented correctly, enhances productivity without diminishing the human element. It’s about improving processes, not eliminating roles.
This video treatise with Jeff, is that nonprofits, regardless of size, are encouraged to start small—perhaps with automating content creation or donor communications—and build from there. This gradual integration allows teams to see immediate benefits, reducing fears and fostering a culture of innovation. Ultimately, the key to success with AI is to “map your process” first, ensuring that you're automating well-thought-out systems rather than perpetuating inefficiencies.
Guest expert Angela Coaxum transforms the often-intimidating world of nonprofit financials into a vibrant, engaging conversation about storytelling. With her dynamic approach, Angela, a Regional Director at Your Part-Time Controller, demystifies the process of turning dry financial data into a compelling narrative that highlights the heart and soul of an organization’s mission.
From the outset, Angela sets the stage for how nonprofits can weave their financials into the bigger picture. "Storytelling isn’t about spinning a yarn, but making sure we’re getting our message across—how we’re supporting the mission," she explains. By focusing on the mission and the impact of the organization, financial reports become more than just numbers; they evolve into the story of how every dollar helps change lives. It’s a shift in perspective that makes financials feel less like a chore and more like a crucial piece of the nonprofit’s larger mission.
Angela’s infectious enthusiasm continues as she discusses the importance of making financial data visually engaging. "When you use charts and infographics, it really brings things to light," she says, "and people will tune in when it’s eye-catching." By turning numbers into visual narratives, nonprofits can grab the attention of board members, funders, and community partners—sparking conversations and deeper engagement with their financials. Imagine data that dazzles, with colorful charts that tell the story of your impact in a glance!
Collaboration also plays a starring role in this episode. Angela highlights the need for teamwork between finance, development, and marketing to craft a financial story that’s not only accurate but emotionally resonant. She encourages nonprofits to ensure that their financial reports don’t just sit in silos, but instead become part of a collective storytelling effort that shows transparency, builds trust, and makes a lasting impact.
By the end of this fast-paced episode, hosted by Julia Patrick, you’ll feel inspired to dive into your own financials with renewed energy, knowing that each number tells a part of your nonprofit’s bigger story.
“Your branding is more than a flashy logo and tagline. It’s about how your messaging connects with your community and builds trust over time.”, says Tony Beall, with cohost Julia Patrick.
Their discussion explores the holistic nature of nonprofit branding, emphasizing that a strong brand is about more than just a flashy logo or a catchy tagline—it’s about creating genuine, long-lasting trust with the community and potential investors.
Tony makes it clear that nonprofit branding must resonate deeply with the communities being served. This connection is crucial for fundraisers, who are often the face of the organization, and are on the front lines engaging with donors, investors, and community members. The conversation shines a light on the understanding that brand credibility is built not only through visuals but through the entire organizational culture, ethics, and consistent, transparent storytelling.
The two also touch on the role of internal collaboration in branding. Tony advocates for including fundraisers and frontline workers in branding decisions, as their daily interactions with the community offer invaluable insight into the organization's image and impact. The pair also highlight milestone marketing—celebrating organizational achievements like anniversaries—as a powerful way to underscore trust and show longevity and success in service.
You’ll appreciate how and why branding in the nonprofit world must be multi-dimensional, touching every part of an organization’s operations and outreach. The goal is not just to be seen but to be trusted, and that requires thoughtful, ongoing effort across all communications and actions.
In the speedy world of nonprofit-corporate partnerships, the game is changing—and those who want to thrive need to evolve with it. Host Julia Patrick sits down with Zach Leverenz, the visionary CEO of SEED SPOT, to uncover strategies that not only land corporate partnerships but make them sustainable, high-impact relationships that transform communities.
Zach doesn’t hold back. He shares powerful insights into how nonprofits must move beyond the old model of simply asking for charitable donations. "More and more, what we've seen is that getting really targeted and intentional about how the nonprofit understands the incentives and value they can provide to a corporate partner...is something that's overlooked oftentimes by nonprofit leaders," he explains. It’s a subtle shift, but one that unlocks immense opportunities for nonprofit organizations willing to think big.
At SEED SPOT, Zach and his team master the art of forging partnerships that deliver mutual benefits. One standout example is their collaboration with Humana Foundation and Volunteers of America. Together, they tackle health equity in underserved communities—an initiative that perfectly aligns the mission of each partner. Zach describes, "This is a case where we’re not compromising at all. In fact, we're amplifying and accelerating the impact we can have through a more intentional look at how corporate sponsors think about their own goals."
The key to building these powerhouse partnerships? Communication and trust. Zach stresses that successful partnerships aren’t one-off transactions—they’re deeply relational, requiring ongoing dialogue and shared vision. “Good partnerships are relational, they're not transactional. We are all humans, and we communicate and trust and build relationships with each other,” he says, offering a behind-the-scenes look at what makes these relationships flourish.
If you're ready to take your nonprofit to the next level, watch this episode and learn how to rethink your approach corporate partnerships. Zach makes it clear: the future belongs to those who create win-win alliances where everyone is invested, engaged, and driving toward real, measurable change. This isn’t just about writing a check—it’s about rewriting the rulebook for impact.
A comprehensive guide for nonprofits navigating the world of policy, advocacy, and grassroots efforts, illustrating how nonprofits can and should engage in the political sphere. Host Julia Patrick engages in a dynamic conversation with advocacy expert Amy Showalter, CEO of the Showalter Group, to demystify nonprofit involvement in public policy and advocacy. Amy's deep expertise shines as she clarifies myths and offers practical guidance for nonprofits looking to influence policy while remaining compliant with regulations.
One of the key myths addressed by Amy is the misconception that nonprofits are prohibited from engaging in advocacy or lobbying. She exhorts, “It’s a myth that nonprofits can’t engage in advocacy, or even use the word lobbying. They’re allowed to engage in those activities.” Amy explains that while there are financial limitations and specific guidelines, the IRS encourages nonprofits to make their voices heard in policy matters, particularly those that align with their mission.
She highlights the importance of nonprofits not just raising awareness but also focusing on achieving measurable results. “Awareness is not the metric. That’s a step in the influence process, but it’s not the result. The result is, are you changing hearts and minds of elected officials or the public,” she underscores, urging organizations to have clear objectives and success metrics in place.
The discussion also explores the potential advantages and challenges of forming coalitions with like-minded organizations. While such collectives can amplify a nonprofit’s influence, Amy points out that they can also introduce complexity regarding decision-making and credibility. She advises organizations to weigh these pros and cons carefully.
You’ll come away realizing grassroots advocacy is a powerful tool, especially for nonprofits, to effect change. Amy reinforces the value of nonprofits stepping into advocacy, not only for policy impact but for the benefit of their stakeholders and donors, who often support causes with strong advocacy components.
The Generational Giving Report! Melaina Chromy, from Bloomerang, explores the findings of their latest detailed report on how different age groups engage in philanthropy and the implications for nonprofit fundraising.
Melaina begins with the importance of this research, stating that Bloomerang’s goal is to "share this valuable information with the sector," regardless of whether organizations are clients, and highlighting how generational giving data is essential for understanding donor behavior, saying, “If we are able to tailor our communications to a donor’s interest, we are likely to have better fundraising outcomes.”
One of the report's key findings is the impending wealth transfer from the baby boomer generation, estimated at $87 trillion over the next 30 years. Melaina explains, to host Julia Patrick, that nonprofits need to start “nurturing and engaging donors of the next generation” to prepare for this shift. She also draws attention to significant differences in donor preferences, such as how "younger generations place less importance on organizational overhead costs" and focus more on digital presence, while "baby boomers value transparency around overhead."
The conversation also reveals several unexpected findings, including the fact that Gen Z is "very active in volunteering" and prefers in-person fundraising events, which challenges assumptions about their digital-only engagement. They tend to prioritize digital engagement. She shares, “Gen Z places the least importance on organizational overhead and instead looks for an up-to-date social media presence and website.” This generation is also notably active, with volunteer participation rates that outpace both millennials and baby boomers.
In contrast, baby boomers exhibit traditional values, with a strong focus on transparency and organizational overhead. She goes on to explain that “as donors age, they place more importance on overhead costs,” which means nonprofits should be highly transparent about their financial practices. Baby boomers also prefer clear, detailed annual reports and are more likely to be motivated by consistent communication from the nonprofits they support.
The two discuss the importance of consistent, non-ask communication, noting that all generations prefer regular updates on the organization’s impact. Melaina pushes for nonprofits to exceed donor expectations, especially in areas like personalized thank-you messages, as “60% of all donors do not expect to receive a personalized thank you.”
This conversation will provide you and your nonprofit actionable strategies to engage with donors across different generations and highlights the importance of evolving fundraising approaches to meet shifting demographic trends.
A remarkable journey of risk-taking and transformation. From her illustrious career in journalism to a leadership role in higher education, and now as president of Bear Fruit, a consulting firm dedicated to helping nonprofits amplify their impact, Emmy award-winning broadcaster Vanessa Ruiz’s story is an inspiring testament to embracing change and pursuing purpose.
Vanessa candidly discusses the pivotal moments in her career where she chose to step into the unknown, trusting her skills and instincts. Her leap from journalism to higher education and, eventually, to the nonprofit sector was not without challenges. However, her consistent drive to make a meaningful difference provided the motivation to continue evolving. She talks about the importance of taking risks in order to grow, saying, "Take the risk, because otherwise, you will regret what you didn’t do versus what you did do." This guiding philosophy has been at the core of Vanessa’s professional shifts, leading her to success in vastly different industries.
A large part of this motivating conversation is the sense of purpose that Vanessa has carried through each of her roles. Whether it was providing access to crucial information as a journalist or helping nonprofits secure funding through Bear Fruit, her motivation has always been about creating opportunities for others. Reflecting on her journey, Vanessa states, "For me, my passion in life has been about providing access for others... in journalism, it was access to information; now it’s access to funds and resources so we can do more good in the world."
Throughout the conversation, with co-hosts Julia Patrick and Wendy Adams, Vanessa’s message is clear: calculated risks, integrity, and purpose-driven work are essential for personal and professional growth. Her journey inspires those in the nonprofit sector—and beyond—to embrace uncertainty and pursue meaningful change.
the strategic application of incremental testing to enhance nonprofit fundraising efforts. The discussion centers on how nonprofits can use data-driven approaches to optimize their marketing strategies, particularly by employing incremental and lift testing.
Jen begins this engaging conversation, with host Julia Patrick, by explaining her background and the focus of her work, explaining how many organizations overvalue certain marketing channels, particularly those that are more about demand capture rather than demand generation. She stresses the importance of correctly interpreting data to ensure that fundraising efforts are effectively allocated. Jen says, "Overvaluing channels that really are demand capture channels and not demand generation channels... probably over investing in the wrong tactics and under investing in the right tactics."
The conversation then explores the BEATS model, a framework Jen adapted from the for-profit sector, which stands for Business Financials, Experiments, Analytics, Technology, and Surveys. The model is designed to help nonprofits better understand the incremental value of their marketing efforts. A key part of the discussion is on the role of experiments, particularly lift testing, which involves testing different marketing strategies to determine their true incremental value. This is crucial because traditional metrics like last-click attribution can often be misleading. As Jen notes, "If we don’t test into higher spend, if we don’t test into different types of creative, we will never know the true incrementality of our marketing efforts."
The talk between the two highlights the challenges nonprofits face in accurately measuring the effectiveness of their marketing channels. Jen speaks about the use of simple tools like Excel to conduct these tests, arguing that even smaller organizations can benefit from these insights. She encourages nonprofits to challenge their assumptions by conducting withholding tests, particularly on branded paid search ads, to see if these expenditures are truly necessary or if they could be better allocated to more effective channels.
This informative episode provides nonprofit professionals with a comprehensive overview of how to apply incremental testing to their fundraising strategies. By adopting a data-driven approach, nonprofits can make more informed decisions that ultimately lead to more efficient and effective fundraising outcomes. Learn more from Jen at BolandSolutions.com
A Case for Support is a vital tool for any nonprofit organization striving to clearly convey its mission and impact to donors and stakeholders. Investing time and effort into developing a thoughtful, well-structured Case for Support is a strategic move that pays dividends in the long run. It simplifies communication, strengthens donor relationships, and ultimately propels your organization’s mission forward. In this learning episode, nonprofit experts Julia Patrick and Sherry Quam Taylor, along with communications strategist Erin Straza, discussed the significance of creating a compelling Case for Support and the transformative role it can play.
At its heart, a Case for Support is more than just a document; it is a powerful narrative that tells the story of your nonprofit in a way that resonates deeply with donors. As Erin Straza so beautifully put it, "Your case for support is a narrative. It is telling your nonprofit's story for the donor, explaining why your work is essential and how their partnership makes a difference." This narrative acts as a foundation, from which all other communications and fundraising materials are built, ensuring a unified message that echoes across various platforms.
A well-crafted Case for Support typically comprises four essential sections:
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