My Mission to Change our Community's Nonprofit Landscape

I stumbled into the nonprofit sector somewhat accidentally.

When I started my marketing agency in 2016, we were ‘full-service.’ I wouldn’t turn down any project for any type of client. It took a few years, but I eventually realized that this was not a sustainable way to run a business. In early 2019, I narrowed our services to marketing campaigns for service businesses and nonprofits. At the time, I treated both types of clients the same way, approaching their projects with the same strategies and processes.?

Everything changed when Covid-19 hit. In a few short weeks, all of our business clients had disappeared – but driven by an increased need from their communities, our nonprofit clients kept coming back. At that point, I decided to go all in and make the nonprofit space our official niche.?

I was extremely idealistic in the beginning. The market was so untapped! No one appeared to be educating this audience on why marketing was so important. Most of the nonprofits I came across seemed to be putting all their time, money, and effort into fundraising yet seemed completely baffled by the fact that their community didn't seem to grasp or value the extent of the work they were doing.

I spent a lot of time researching what little I could find on nonprofit marketing. Most of the educational materials geared toward nonprofits spoke mostly about fundraising. Then I came across Dan Pallota’s 2013 TED Talk, and it felt like I had discovered my mission. In less than 20 minutes, Dan crystallized what I had already come to suspect; that our community’s nonprofits were severely limited in their capacity by outdated thinking and conventional norms that no longer made sense.?

The first time I heard a nonprofit founder tell me they don’t advertise because they can’t keep up with their current demand, I was shocked. But I went on to hear that many more times. How is this ok? In my humble opinion, organizations funded by their communities have a moral obligation to do more than just good enough in the name of low overhead.

I started wondering if the nonprofits that hosted annual lavish fundraisers were making the smartest possible investment with their funds. I’m all for overhead when necessary, but shouldn’t it be strategic? Were these expensive events with celebrities and stunts a bandaid for a larger issue?

I also wondered why more nonprofits didn’t seem to be doing much to build long-term, real connections with their communities and why they didn’t seem to ever prioritize spreading their mission, sharing stories, and investing in their ability to scale and ultimately help more people.

Undeterred by this challenge, I forged on. Every potential client that came my way was exposed to my seemingly unique approach to nonprofit marketing, forged in business strategy and refined to maximize the results that nonprofits need most – actual mission buy-in. I worked hard at convincing people that investments in strategic planning, consistent branding, and active marketing are not 'overhead;' they are fundamental activities needed for an organization that cares about achieving its mission.?

Fortunately, I have encountered a select few that seem to ‘get it.’ These organizations have become my clients, and I truly believe our partnership is helping them achieve their missions at scale. However, many nonprofits in our community have not changed their minds. They are still doing the same things over and over and expecting different results – the very definition of insanity.?

I foresee a world where:

• Individual nonprofits work strategically and in alignment with each other, with for-profit businesses, and with their communities to solve problems and improve lives
• Investments in intrusive fundraising campaigns are replaced with investments in PR and marketing that will help nonprofits earn more support?
• Nonprofits are entrusted with resources from their supporters and then are given the freedom to use those resources to innovate, invest, and take risks

I am only one person, but I have met enough like-minded people to believe that if we work together, we can change how our community’s nonprofits operate – and ultimately, how they thrive.?

If you’re interested in joining me on my mission, send me a message! I’d love to work together.