A monthly series evangelizing good ideas and the causes behind them.
In an industry lauded for doing more with less, and often penalized for investing in ourselves, suggesting something new, questioning why or offering a new way is intimidating. Yet, some of our peers do it, and do it well. I bet you know at least one successful Change Champion. Heck, I’ve been one. How do they do it? How did I do it? I’ve been asked this question numerous times since joining GoodUnited so we devoted an episode to this topic.
This episode focused on sharing ideas for cultivating a community of supporters no matter how small your nonprofit or how niche your cause.
Apple does not have a brand awareness problem. I bet you recognize a Nike logo every time you see it. The same goes for brand-name nonprofits who have household name brand recognition and a cause that is broad, deep and well understood.
The Susan G. Komen team, like all organizations, had to pivot quickly in 2020 to amplify revenue as in-person events were canceled. They believed there was an audience that had simply not been asked to donate in a way that resonated with them, or even engaged where they actually spend time— on social media. Hear how this forward-thinking team used Facebook Challenges to not only raise more revenue, but also acquire thousands of new supporters for ongoing cultivation.
Working at a nonprofit is hard.
Let’s face it: if you’re a passionate, smart, decisive leader, you could make more money working anywhere other than a nonprofit. To make matters more complicated, you’re passionate about a cause and tasked with enlisting others to join the fight, but consistently asked to do more with less.
When I joined GoodUnited after 30+ years at the the American Cancer Society, my stated mission was to evangelize the third wave of giving on social media.
Several months in, I realized my mission is bigger than that.
I need to evangelize the work of nonprofits both to encourage their leaders to keep innovating despite circumstances that often disincentivize it, and to evangelize their experiences for the community at large.
Let’s lean in, listen to great ideas, and learn from the innovators who took them from concept to creation.
My friends called me the "president of cancer" for years because of my passion for the cause and commitment to my job. I spent 33 years at the American Cancer Society, leading strategy, planning and implementing name-brand events like Relay For Life and Making Strides Against Breast Cancer.
I also tried and tested new digital strategies to support community and 1:1 fundraising. It was this area of my old role that led me to my new role at GoodUnited. Now, I have the chance to embrace the mission of many causes and champion the third wave of giving as we move from online giving and email to giving on social media and communities built through 1:1 conversational messaging.