Nonprofit Marketing And Communications
Uncover the keys to impactful marketing and compelling communications with our extensive collection of training video courses–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.
Derrick Young, Jr. embarked on a mission to address the lack of diversity in advanced education, particularly in fields like law, medicine, and STEM. Despite facing challenges like the COVID-19 pandemic and shifts in corporate support, the nonprofit he founded, Leadership Brainery , has emerged as a beacon of hope for underrepresented communities seeking access to higher education. Co-hosts Julia Patrick and Mitch Stein welcome back Derrick for an insightful discussion on the organization's journey and impact.
Young's personal experiences as one of the few men of color in his graduate programs fueled his passion to create change. He emphasizes, "Leadership Brainery increases access to masters and doctoral degrees so that underrepresented communities can establish wealth for themselves and prosperity for their families, but then reinvest back in their communities." This mission is underscored by the organization's commitment to fostering diversity at leadership levels, ensuring marginalized voices are heard in decision-making processes.
The historic venue, Wow Hall, a cherished cultural anchor in Eugene, Oregon, stands as a testament to community resilience and collaboration. Executive Director of the nonprofit, Deb Maher, shared their story, which embodies a vision-driven approach, emphasizing the power of positivity and collective action in transforming communities.
Wow Hall, originally established in 1932 as a fraternity for woodworkers, faced near-demolition in 1975. However, a swift community effort saved the building, transforming it into a nonprofit performing arts center. Deb takes us through Wow Hall's rich history, emphasizing its evolution into a vibrant hub for cultural expression and community engagement.
The transformative potential of strategic fundraising approaches grounded in donor-centricity, digital innovation, and proactive volunteer engagement in 2024. We are led by Katie Gaston, a product marketing manager at Bloomerang, and she talks about meeting donors where they are, leveraging technology, and cultivating volunteer support. By embracing these principles, nonprofits can unlock new avenues for growth, sustainability, and mission impact.
New research in understanding nonprofit donor’s, helping guide nonprofits towards better communications with donors, with Jane Pfeiffer, founder of Field Trip.
Jane's research reveals three distinct nonprofit supporter segments: empathetic, skeptical, and disconnected, which are not solely defined by demographics but by their beliefs, motivations, and views on nonprofit missions. Each segment requires tailored storytelling approaches to effectively engage and maintain support.
Moreover, Jane points to the importance of understanding donor attitudes beyond transactional perspectives, encouraging nonprofits to rethink how they approach fundraising, marketing, and storytelling. She offers actionable advice on identifying and engaging with different supporter segments within donor databases and events.
This new research underscores the transformative potential of understanding donor attitudes and behaviors, challenging nonprofits to adopt a more nuanced and empathetic approach in their interactions with supporters.
Host Julia Patrick acknowledges the need for a paradigm shift in nonprofit marketing and communication strategies. Jane encourages organizations to explore Field Trip's research findings and consider integrating them into their decision-making processes to foster more meaningful connections with supporters.
Key aspects of nonprofit messaging and connecting with nonprofit’s audiences, including defining clarity in messaging to create lasting connections, and strengthening nonprofit's organizational impact, with Jordana Merkin, CEO and founder of Voice for Good Marketing,
Jordana begins with the essence of clear messaging by stating, "Clarity creates connection." She emphasizes the significance of defining an organization's mission, target audience, and core values to effectively communicate its purpose, which guides organizations in uncovering the emotional core of their work, enabling them to resonate with their audience on a deeper level.
Suggesting a strategic approach to crafting messaging guides, emphasizing the alignment of mission, vision, and values, Jordana points to the importance of consistency in messaging across all communication channels, allowing organizations to maintain authenticity and reinforce their brand identity. Additionally, she stresses the value of maintaining continuity, especially during periods of transition, to ensure clarity and coherence in messaging.
Jordana then addresses the challenge of engaging diverse audiences while maintaining a cohesive message. She advocates for organizations to prioritize authenticity over universal appeal, acknowledging that not every individual or group will align with their mission and values. By focusing on resonating with their core supporters, organizations can cultivate meaningful connections and foster long-term relationships. In her words, “Show me you know me”.
Jordan gives strong encouragements for organizations to embrace their unique identity and values, even in divisive times. She advises against diluting messaging to cater to every audience, emphasizing the importance of staying true to core principles, whilst acting on strategic communication that addresses relevant issues and staying aligned with your nonprofit’s overarching mission and values.
From managing travel expenses for nonprofit donor meetings to navigating milestone marketing at a charity and collaborating on joint galas, the cohosts provide advice to nonprofits rooted in transparency, strategic planning, and better communication.
Meredith Terrian starts on a question about tracking travel expenses in a mixed business vacation trip, highlighting the necessity of honesty and transparency when managing expenses for nonprofit donor meetings. She details the value of maintaining integrity while still trying to optimize opportunities for fundraising and donor engagement.
Addressing questions about milestone marketing at a charity, the cohosts point to the strategic significance of altering logos to signify organizational progress and celebrate longevity. While acknowledging associated costs, they describe the potential return on investment and key on the importance of clear communication and alignment of missions among collaborating organizations.
In a question about multiple nonprofits collaborating on events and galas, the discussion digs into the complexities of joint galas, emphasizing the need for clear agreements, logistical coordination, and equitable distribution of resources and responsibilities among participating nonprofits.
This lively and fun conversation also touches on the relevance of press releases in the digital era, underscoring their continued value in amplifying organizational visibility and leveraging traditional media outlets alongside digital channels.
Finally, a question about conflict-of-interest policies is presented, with the recommendation to avoid backdating documents and prioritize transparency in board governance practices.
Themes of strategic planning, transparency, and proactive communication emerge as essential principles for effective nonprofit management. The cohosts providedpractical actionable advice to help you navigate opportunities in operational and fundraising efforts.
Nonprofit fundraising strategies, NPO marketing with branding, Donor relationships, Board governance, and professional development for nonprofits are the question topics on this episode. Cohosts Julia Patrick and Jack Alotto respond with wisdom and some fun, into topics ranging from fundraising strategies to board governance. One key topic discussed was the importance of branding and personalized communication tools in nonprofit development efforts. Jack emphasized the significance of having a distinct brand to differentiate oneself in a competitive landscape, stating, "A brand is what distinguishes you from other nonprofits in your community." He stresses the role of branded postcards and handwritten notes in strengthening donor relationships, highlighting their ability to keep the organization top of mind. Julia and Jack also address fundraising tactics, including the debate between data-driven pitches and emotional storytelling. Jack points out the importance of understanding donor motivations, whether they lean towards rational data points or emotional connections. Additionally, the discussion touches on board dynamics, with caution against appointing employees as voting members due to potential conflicts of interest. Instead, the hosts advocate more for diverse board representation, including beneficiaries of the organization's services. The session concludes with Jack sharing details about upcoming CFRE training sessions and an AFP conference in Toronto.
The transformative intersection of professional sports and philanthropy with Joanne Pasternack, President at Oliver Rose. This high-speed interview starts with Joanne’s personal journey highlighting the power of sports. Her work with athletes and nonprofits challenges the one-size-fits-all view of athlete involvement in philanthropy, advocating for strategic, authentic engagements between athletes and causes. Her efforts with Athletes Voices and emphasis on athlete activism showcases the evolving landscape of sports figures as influencers for nonprofit missions and social change. Watch, as Joanne outlines collaborative partnerships between athletes, nonprofits, and corporate sponsors, stressing the value of alignment and mutual appreciation. Through authenticity, strategic matchmaking, and collaboration, her insights reveal the vast potential of athlete influence on meaningful philanthropic endeavors and social impact.
The intricacies of how to find corporate and event sponsorships for nonprofit and charity events and galas. The guest and host elaborate on the misconception that nonprofit’s corporate partnership’s revolve solely around events, pointing out the broader ecosystem encompassing various elements beyond just the event itself. The American Nonprofit Academy CEO, Julia Patrick, begins with, "It's about all the other things that go on... the nonprofit’s event is one part on the dial, but it's really an entire ecosystem of your nonprofit, it’s mission and the partnership with the corporations."
Julia stresses the importance of long-term value and community connectivity for corporate partners, stating, "They want to be associated with a cause or a mission... they want to be perceived more as a community partner and involved with the nonprofit’s success.", going on to highlight the role of marketing departments in sponsorship decisions and the goal of organizations becoming associated with particular causes that complement them.
Julia further elaborates on strategies for maximizing exposure through media partnerships, emphasizing the value of pre, during, and post-event coverage across print, broadcast, and digital platforms. She notes the growing significance of new media, highlighting the need for nonprofits to drive their online presence and content creation for social media platforms.
The lively conversation shifts to ad includes innovative sponsorship tactics such as stage introductions, where corporate representatives receive FaceTime without the pressure of delivering a formal speech. Julia also touches upon the importance of quantifying nonprofit outreach and impact numbers, as well as expressing gratitude to sponsors in annual reports, reinforcing the ongoing relationship beyond individual events.
This learning episode underscores the holistic nature of corporate partnerships, urging nonprofits to adopt a strategic, long-term approach that transcends event-centric thinking. Through thoughtful stewardship, quantifiable impact, and ongoing communication, nonprofits can cultivate meaningful and lasting relationships with their corporate sponsors.
The millennium episode of The Nonprofit Show! Celebrating one thousand broadcasts with cohosts Jarrett Ransom and Julia Patrick reflecting on their journey. Jarrett begins with reflecting on the power of consistency in nonprofit success, highlighting the importance of sticking to plans despite challenges, while Julia shares a poignant lesson learned about passion not always guaranteeing success in the nonprofit sector, focusing on the significance of effective management and structure.
In this celebratory episode, Jarrett and Julia discuss finding opportunities by returning to basics, mapping out procedures, integrating new systems, and leveraging technology for effective nonprofit management. The cohosts look back and forward on challenging topics like mindset, self-care, and addressing social injustices within the sector, showcasing their commitment to growth and learning, plus touching on the vital role of nonprofits during crises like pandemics, emphasizing the sector's frontline impact and the need for continuous education in nonprofit management.
This 1,000th broadcast of the show encapsulates a journey of growth, reflection, and dedication to advancing the nonprofit sector. The hosts, their staff, and the Partners who have supported The Nonprofit Show and the entire nonprofit sector, send their thanks.
The cohosts respond to questions from nonprofits about DEI accusations, donor tour etiquette, a potential Board Chairman mutiny and missing the mark on marketing. Julia Patrick and guest cohost LaShonda Williams engage in this fast-paced candid discussion.
The first question tackled a sensitive issue involving an accusation of racism within the workplace. LaShonda emphasizes the importance of active listening and fostering authentic conversations to address such allegations. She recommends seeking HR training or reaching out to board members for assistance, stressing the need for professional development to navigate cultural differences and interpretations.
They go on to address a query regarding hosting a high-profile donor at the organization's cafeteria. LaShonda encourages embracing authenticity and meaningful experiences, suggesting that the donor might appreciate the opportunity to engage with the organization's community in a different setting.
The conversation then shifts to improving board meeting effectiveness. LaShonda highlights the significance of annual retreats for board members to clarify roles and responsibilities, while also suggesting the inclusion of a parliamentarian to ensure smooth meeting operations.
Lastly, they discuss the challenge of aligning fundraising and marketing efforts. LaShonda proposes joint meetings to facilitate collaboration and mutual understanding between development and marketing teams, emphasizing the importance of storytelling and reaching donors effectively.
Each week these questions bring forth meaningful points to learn from in operating your nonprofit or charitable organization. Enjoy!!
A look into the nuanced differences between donor-centric fundraising and community-centric fundraising, shedding light on the need for evolved donor engagement. Frank Velasquez, Jr., from 4daHood.com, begins with the historical approach to fundraising, which often prioritized donors' desires and overlooked the respect owed to the clients or communities served. Sharing his personal experience, Frank points to the significance of language in fundraising practices. He discusses how terms like "at risk" or "in poverty" can unintentionally marginalize and disrespect clients, illustrating the need for a shift towards more respectful and uplifting language that honors the dignity of the individuals served, sharing, "When you start using descriptive language that ends up not honoring or uplifting, then that's when it doesn't respect the clients."
Frank leads us to the essence of community-centric fundraising, where the focus is not solely on donors but on centering the entire community, including donors, as active participants in the mission. He details the importance of storytelling and fostering a sense of belonging to deepen connections and inspire transformative change.
Throughout the conversation, Frank stresses the importance of aligning internal language and messaging to ensure consistency across all organizational levels.
Throughout, Frank speaks to the impact of small changes, such as incorporating pronouns or adopting trust-based philanthropy, in attracting donors who align with the organization's values. He encourages organizations to embrace evolving language and practices as a means of authentically representing their mission and fostering meaningful connections with donors and communities alike. Reflecting on the effect of language shifts, he adds , "That little simple change had this effect, and people outside the organization [started] understanding who you are and [that's] attracting those people, so that [was] a microcosm of what we're talking about."
Nonprofit organizations continue to navigate the evolving landscape of fundraising and storytelling, and we found out how platforms like StoryRaise are poised to revolutionize the way they engage with donors and communities.
We just hosted Josh Kligman and Jeff Rum, the dynamic duo behind StoryRaise.com, and peeked into the exciting intersection of storytelling and fundraising. With over 20 years of combined experience in marketing and a shared passion for nonprofit work, they're revolutionizing how organizations communicate their impact.
Josh Kligman, CEO of StoryRaise, introduced the platform as a solution tailored for nonprofits to craft compelling digital reports and campaigns. He emphasized the importance of storytelling and its ability to bridge the gap between donors and organizations, drawing from his extensive background in nonprofit marketing.
Jeff Rum, StoryRaise's CMO, brought his wealth of experience from running his own agency to the table. His insights underscored the need for unity between marketing and fundraising efforts, stressing the significance of aligning storytelling with donor expectations, stating, "We're really trying to help organizations save time and money... it's got to be authentic to who the organization is... use [AI] as a tool rather than as a crutch."
In this fast –paced chat they discuss nonprofit marketing, shining a light on their recent research findings. Jeff elaborates on the pivotal role of authenticity and transparency in donor engagement, revealing that donors are more likely to support organizations that regularly update them with impactful stories.
Josh echoed this sentiment, re-affirming the value of AI in streamlining storytelling processes for nonprofits. He introduced StoryRaise Campaigns, a cutting-edge tool designed to generate comprehensive social media, email, and direct mail campaigns with minimal effort, allowing organizations to focus on their mission without compromising authenticity.
This conversation showcasesthe innovation driving StoryRaise and points us to the imperative for nonprofits to embrace technology as a catalyst for social impact.
Deb Nelson, a partner and nonprofit industry leader at EideBailly, introduces the ‘Resourcefullness Award’! This award, now in it’s 12th year, was conceived to recognize and celebrate nonprofits' innovative revenue-generating initiatives. The award has evolved to a national scale, offering a single $50,000 unrestricted grant to the winning organization, allowing them to allocate funds as they see fit. Deb outlines the importance of sustainability, creativity, impact, implementation, and overall impression in the judging criteria. With over 430 applications from nearly all states in 2023, the Resourcefullness Awards have become a prestigious recognition for nonprofits of all sizes and ages.
The 2023 winner, Project Chimps, exemplified creativity by developing a hiking trail through their sanctuary for retired research chimpanzees, leveraging their community for support and revenue generation. Judges, external thought leaders in the nonprofit sector, assess applications and determine the winner based on the outlined criteria.
Deb extends an invitation to nonprofits to apply for the 2024 awards, with the application period opening on July 11th and closing on August 9th. She speaks about clarity and conciseness in applications, sharing that the process aims to be non-burdensome for applicants.
Additionally, a webinar on February 27th will provide insights into past winners' experiences and offer inspiration for prospective applicants. Finally, EideBailly plans to host a nonprofit-focused week in October, providing further opportunities for engagement and support within the nonprofit community.
Deb also explained that EideBailly, as a top 25 CPA firm, provides services beyond auditing and taxes, including outsourced accounting and technology needs for nonprofits.
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