Creative Direction for NPOs

It is more than a position. As a Creative you are essentially breathing life into the soul of an idea, purpose and invitation to do more.

Creative direction for nonprofit organisations (NP/GOs) is an approach to develop, implement and oversee creative activities through coordinating creative projects or tasks. This role is largely collaborative as you partner with individuals, companies or organisations to facilitate creative strategies.

My role as Creative Director takes on the form of a digital storyteller, ideator, and change catalyst. It is my mission to help NP/GOs position themselves. To develop and produce brand and marketing material that can help them sustainably tell their story.

Working with NP/GOs, I have observed that creative input is largely 'lacking'. Often the creative roles and responsibilities are assigned to general operations because there is a lack of funding, limited and stretched capacity within the team, or marketing and communications portfolios are not a priority in assigning budget. The greater cause is of course, and should be, priority number one. When you are working towards bettering the life of one individual, group of people or a community you want to ensure that the service you are providing (or product you are making accessible) is well prepared, appropriate and impactful.

If you are a small-scale organisation with limited resources, as well as staff, you will most-likely delegate marketing and communications tasks as 'organisational admin'. You know it needs to be done, so someone will do it. But, will it serve you well? Marketing and communications is a big portfolio, it is not just one thing but rather a collection of paths. There are various paths you would need to consider for telling your story. It is not about 'just doing' and showing up everywhere but producing something of value for you, your recipient and audience (digital community). When you take on the role of storyteller you will need to consider, first, what it is that you want to say and how do you want your audience to connect with your mission.

We all have stories to tell. Many of us are already 'on a mission'. We do not just want to tell them, but tell them well and invite others to become a part of our stories as well.

Observations for 'lack' of creative input:

• Teams are stretched thin
• Roles and responsibilities are shared by various team members
• The marketing and communications portfolio does not always have a skilled (or qualified) individual assigned and committed to only this role
• There is a lack of funding (or limited access to budget) for marketing and communications outputs
• Budget for marketing and communications are often 'cut' first to redistribute to internal activities
• Creatives are often multi-skilled and also become stretched thin having to carry a long list of creative expectations
• Access to various collaborative opportunities but long-term contracts are not always possible
• Creatives agree to service-provider contracts where budget only allows limited access to creative skills
• The rhythms of organisational activity does not always make room for immediate strategic meetings thus creative projects or tasks become delayed

I believe it is necessary to consider your marketing and communications efforts. Not only for brand presence but for more to hear of the work you are doing. Telling you story is also necessary to connect with your funding partners, to connect with the communities you are aiming your service or product for and the recipient of this product or service.

To continue the good work you are doing, it would be helpful for people to know what you are doing, why you are doing it, and how you are doing it.

Implementing digital storytelling strategies is a sustainable marketing and communications path.

How do you ensure you are telling your story, and telling it well?

Simple, invite a Creative to journey with you.

It is no new thing that we have much still to do. To offer of ourselves to projects and initiatives of meaning and purpose.

I have worked as a professional in the NP/GO space for four years now and, as busy as the rhythms are, the work is so rewarding.

Today I am highlighting one of my partnerships, my collaborating role as Marketing and Communications Coordinator for Ezrah Community Training & Development. Ezrah is a Child Protection and Capacity Building partner, working in the Winelands area (Western Cape, South Africa). The Ezrah mission is to empower the next generation as leaders of change through focusing on one's core redemptive purpose. Ezrah empowers and equips individuals and organisations through skills development workshops, collaboration, and leadership training.

Janique is a creative storyteller with a big heart for vulnerable communities and her work speaks of this passion. We saw our story come alive through her creative and vibrant inputs and in doing so we were able to reach many more beneficiaries with our core messages on ethics, redemptive purpose and child protection.

It has been such a privilege to connect with Mariette Jacobs, Co-founder and Managing Director?of Ezrah, her willing heart to to equip, empower and mentor is so inspiring and encouraging. The work Ezrah does is so necessary.

Understanding the ethics of communication, collaboration and redemptive storytelling is important.

“As Ezrah we recognise the need for intervention within the vulnerable spaces of our communities. It is our hope and mission to empower the next generation as leaders of change. It is not just a necessary endeavour but a call to do more because there is a need for the extra mile.”

How you can connect with Ezrah:

• Download helpful resources from our website
• Signup to our quarterly newsletter
• Register for workshops: Strategic Planning from a Biblical Perspective, BuildSmart Parent Mentoring Workshop, LEAD Leadership training, Child Protection Steering Groups and Working Groups

I am passionate about helping our local communities. Standing in the gap as a Creative, facilitator and volunteer.?

I would love to join you in your mission to change the world

Sincerely,

Janique

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