Episodit
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In this week's Good Marketing Brief, Nhu and Noah discuss ...
CoorDown takes down assumptions 📖
New reports forecast fundraising growth 📖
charity: water gamifies its latest fundraising campaign 📖
A behavioral science perspective on emails 🎧
American Cancer Society tugs on your heartstrings 🎥
Read and subscribe to the Good Marketing Brief newsletter 👉 https://feathr.co/brief
***
Hosted by the brilliant team at Feathr.
Feathr is the nonprofit marketing platform designed to help mission and member-based organizations build purposeful connections with their community to grow impact with confidence.
Special thanks to Feathr’s very own Max Anderson, who wrote and performed our theme song.
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In this week's Good Marketing Brief, Nhu and Noah discuss ...
The science behind optimal touchpoints 📖
How to boost fundraising and attract more big gifts 📖
Don’t wait any longer to engage Millennials—here’s why 📖
Charitable giving during presidential elections 📖
How to engage supporters dimensionally 🎧
Read and subscribe to the Good Marketing Brief newsletter
***
Hosted by the brilliant team at Feathr.
Feathr is the nonprofit marketing platform designed to help mission and member-based organizations build purposeful connections with their community to grow impact with confidence.
Special thanks to Feathr’s very own Max Anderson, who wrote and performed our theme song.
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Puuttuva jakso?
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In this week's Good Marketing Brief, Nhu and Noah discuss ...
Call out the loss of exclusive membership benefits 📖
Ways to use events to steward peer-to-peer participants 📖
The nonprofit guide to events 📖
How to make your audience feel engaged 🎧
LinkedIn becoming a hot spot for influencer marketing? 📖
Read and subscribe to the Good Marketing Brief newsletter
***
Hosted by the brilliant team at Feathr.
Feathr is the nonprofit marketing platform designed to help mission and member-based organizations build purposeful connections with their community to grow impact with confidence.
Special thanks to Feathr’s very own Max Anderson, who wrote and performed our theme song.
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In this week's Good Marketing Brief, Nhu and Noah discuss ...
Peer-to-peer as an acquisition tool 📖
Unlocking the secrets of nonprofit marketing success 🎧
9 actionable peer-to-peer fundraising tips 📖
Read and subscribe to the Good Marketing Brief newsletter
***
Hosted by the brilliant team at Feathr.
Feathr is the nonprofit marketing platform designed to help mission and member-based organizations build purposeful connections with their community to grow impact with confidence.
Special thanks to Feathr’s very own Max Anderson, who wrote and performed our theme song.
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In this week's Good Marketing Brief, Nhu and Noah discuss ...
A peek into building a trusted nonprofit brand 🎧What to do about the trust crisis 📖A dive into Candid's social media strategy 📖Building your brand with a customer promise 📖How MDDS boosts audience engagement 📖Read and subscribe to the Good Marketing Brief newsletter 👉 https://feathr.co/brief
***
Hosted by the brilliant team at Feathr (https://www.feathr.co/).
Feathr is the nonprofit marketing platform designed to help mission and member-based organizations build purposeful connections with their community to grow impact with confidence.
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In this week's Good Marketing Brief, Nhu and Noah discuss ...
*A guide to digital marketing for nonprofits 📖
*Stop treating donors like ATMs: Here’s how 📖
*Overcoming donor hesitancy 📖
*Report: Associations lag in AI adoption 📖
*How marketing can mobilize movements for your cause 🎧
Read and subscribe to the Good Marketing Brief newsletter 👉 https://feathr.co/brief
***
Hosted by the brilliant team at Feathr.
Feathr is the nonprofit marketing platform designed to help mission and member-based organizations build purposeful connections with their community to grow impact with confidence.
Special thanks to Feathr’s very own Max Anderson, who wrote and performed our theme song.
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In this week's Good Marketing Brief, Nhu and Noah discuss ...
*Multichannel marketing that drives results 🎧
*Fundraisers stare down a tough year 📖
*Identifying the social sector AI opportunity gap 📖
*Email automation strategies to unlock more revenue 📽️
*How nonprofits can work smarter with AI 🎧
Read and subscribe to the Good Marketing Brief newsletter 👉 https://feathr.co/brief
***
Hosted by the brilliant team at Feathr.
Feathr is the nonprofit marketing platform designed to help mission and member-based organizations build purposeful connections with their community to grow impact with confidence.
Special thanks to Feathr’s very own Max Anderson, who wrote and performed our theme song.
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In this week's Good Marketing Brief, Nhu and Noah discuss ...
*A type of campaign to boost donations 📖
*Email acquisition tactics to try 📖
*Email drives conversions, according to a new report 📖
*Group membership impacts volunteering and giving 📖
*How to tell nonprofit’s story to evoke empathy 🎧
Read and subscribe to the Good Marketing Brief newsletter 👉 https://feathr.co/brief
***
Hosted by the brilliant team at Feathr.
Feathr is the nonprofit marketing platform designed to help mission and member-based organizations build purposeful connections with their community to grow impact with confidence.
Special thanks to Feathr’s very own Max Anderson, who wrote and performed our theme song.
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In this week's Good Marketing Brief, Nhu and Noah discuss ...
*The role of integrated campaigns in fundraising 🎧
*Ditch one-off marketing efforts 📖
*Creating habit-forming donor experiences 📖
*Leveraging search to expand your community 📖
*Digital ads continue to become more ‘relevant’ 📖
Read and subscribe to the Good Marketing Brief newsletter 👉 https://feathr.co/brief
***
Hosted by the brilliant team at Feathr.
Feathr is the nonprofit marketing platform designed to help mission and member-based organizations build purposeful connections with their community to grow impact with confidence.
Special thanks to Feathr’s very own Max Anderson, who wrote and performed our theme song.
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In this week's Good Marketing Brief, Nhu and Noah discuss ...
*Marketers: Get comfortable with the unexpected 🎧
*Adapting to Gen Z's preference for group chats 📖
*The push-pull of media investments in 2024 📖
*Get to know zero-click content 📖
*Smart social media strategies for conferences 📖
Read and subscribe to the Good Marketing Brief newsletter 👉 https://feathr.co/brief
***
Hosted by the brilliant team at Feathr (https://www.feathr.co/).
Feathr is the nonprofit marketing platform designed to help mission and member-based organizations build purposeful connections with their community to grow impact with confidence.
Special thanks to Feathr’s very own Max Anderson, who wrote and performed our theme song.
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In this week's Good Marketing Brief, Nhu and Noah discuss ...
*Building a durable marketing growth plan 🎧
*First-mover orgs keep open minds 📖
*Here’s how to ditch unrealistic fundraising goals 📖
*What marketers need to stop doing in 2024 📖
*Using the right tools to connect with members 📖
Read and subscribe to the Good Marketing Brief newsletter 👉 feathr.co/brief
***
Hosted by the brilliant team at Feathr (https://www.feathr.co/).
Feathr is the nonprofit marketing platform designed to help mission and member-based organizations build purposeful connections with their community to grow impact with confidence.
Special thanks to our producer, We Are For Good Studios, and to Feathr’s very own Max Anderson, who wrote and performed our theme song.
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In this week's Good Marketing Brief, Nhu and Noah discuss ...
*Good Marketing Unplugged: Reaching audiences through targeted campaigns 🎧
*6 clues in your donor file that could spell trouble ahead 📖
*The convergence of AI, privacy, and cookie deprecation 📖
*What about programmatic advertising? 📖
*5 common trends across nonprofit websites 📖
Read and subscribe to the Good Marketing Brief newsletter 👉 https://feathr.co/brief
***
Hosted by the brilliant team at Feathr (https://www.feathr.co/).
Feathr is the nonprofit marketing platform designed to help mission and member-based organizations build purposeful connections with their community to grow impact with confidence.
Special thanks to our producer, We Are For Good Studios, and to Feathr’s very own Max Anderson, who wrote and performed our theme song.
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“You need to be debriefing fast and often. What is working? What is not working? Why? How do we stop doing what's not working, or scale up what is? I think that's both an internal conversation as much as it is valuable to be having with your agencies.”
In this episode of Unplugged we’re joined by Tobes Kelly, former VP of Digital Fundraising and Marketing at UNICEF and founder of the substack Some Personal News (SPN). Tobes offers guidance on prioritizing retention, cultivating community, and leveraging brand partnerships. You’ll walk away with practical advice on balancing acquisition and retention, asking the right strategic questions, and focusing your resources on the right audiences rather than channels alone. This conversation provides a roadmap for sustainable growth through changing times. You don't want to miss it! 🎧
Episode Highlights
Tobes shares his career journey from media agency to UNICEF and his current work today (1:00)Trends for nonprofits to watch in the new year: retail media networks, brand IP partnerships, shoppable TV ads (6:00)Advice on building a strategic growth plan: look outside your sector for inspiration, debrief fast and often (10:00)The importance of experimentation and embracing disagreement within teams (14:00)Balancing acquisition and retention investments, with a focus on retention in constrained times (20:00)Shifting from a channel-first to audience-first mindset in planning (26:00)Leveraging social proof, ratings, and reviews to build trust with communities (32:00)About Tobes Kelly
Tobes formerly served as the VP of Digital Fundraising and Marketing at UNICEF, and is the founder of the Substack, Some Personal News or "SPN" where he’s discovering how to leverage digital tools, platforms and ecosystems to drive incremental revenue and customer growth.Guest links:
Tobes’ LinkedIn
Additional links:
Some Personal News (“SPN”)
***
Hosted by the brilliant team at Feathr (https://www.feathr.co/).
Feathr is the nonprofit marketing platform designed to help mission and member-based organizations build purposeful connections with their community to grow impact with confidence.
Special thanks to our producer, We Are For Good Studios, and to Feathr’s very own Max Anderson, who wrote and performed our theme song.
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In this week's Good Marketing Brief, Nhu and Noah discuss ...
*Going viral with ALIMA and Nazar Works 🎧
*Increasing retention and donor lifetime value 📖
*Applying the FACETS and ALPTruths to fundraising 📖
*How to retain your year-end donors 📖
*It's time to diversify your donor engagement 📖
Read and subscribe to the Good Marketing Brief newsletter 👉 https://feathr.co/brief
***
Hosted by the brilliant team at Feathr.
Feathr is the nonprofit marketing platform designed to help mission and member-based organizations build purposeful connections with their community to grow impact with confidence.
Special thanks to our producer, We Are For Good Studios, and to Feathr’s very own Max Anderson, who wrote and performed our theme song.
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“I do always think that there is room to amplify the voices of the people that you serve and center those voices. One great way is to set up focus groups as much as you can to get those ideas and voices. To show them what you've been working on, and what you made before. And then ask them, “What do you think? What are your ideas? If you could make a campaign for this organization? What would you do?””
This week in the studio we’re joined by Kate Lord, Director of Advocacy and Communications at She's the First. She discusses the innovative Girl Activist Fellowship program launched last year that empowered 30 girls to create and lead four advocacy campaigns for the organization. Kate shares details about the campaigns around poetry, children's books, art shows, and interviews. Tune in for powerful conversation about how to create campaigns with blended outcomes across programs, communities, and donor engagement. You’ll hear best practices for designing community-driven campaigns that achieve mission impact at scale through grassroots leadership and partnership.
Episode Highlights
Kate’s journey to the work she is doing today + an overview of She’s The First (1:00)Overview of the four campaigns led by Girl Activist Fellows (10:00)Metrics and impact of the poetry social media campaign (16:00)Lessons learned from this year’s campaigns (18:30)How this year’s unique art show campaign engaged donors and communities (22:00)Learning to expect your communities to propose bolder ideas than you could ever imagine (24:00)Kate’s best practices and lessons learned for community-driven campaign design (26:00)About Kate:
Kate is a social media strategist, photographer, and videographer based in Carrboro, N.C. From local newspapers to The Wall Street Journal to New York University, her career has taken her all over the globe to tell stories in newsprint, on news websites, and on social media.In 2022, she earned my M.A. in Digital Advocacy and Brand Communication from New York University. She believes that nonprofit organizations can tell stories that lead with their values, preserve the dignity of their communities, and raise money.She serves as the Director of Advocacy & Communications at She’s the First, a nonprofit that teams up with grassroots, women-led organizations to ensure that girls everywhere are educated, respected, and heard.Kate has shared, “I believe that there is a better, more inclusive way to communicate about our campaigns. It is possible to successfully raise money for a cause while keeping the focus on the needs of local people rather than the needs of donors. We can, as nonprofit communicators, create marketing that doesn’t exploit. We can include our clients in the storytelling process from beginning to end. “Guest links:
Kate’s LinkedIn Profile: https://www.linkedin.com/in/katelord
Additional links:
She’s The First
Kate’s Website
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Hosted by the brilliant team at Feathr (https://www.feathr.co/).
Feathr is the nonprofit marketing platform designed to help mission and member-based organizations build purposeful connections with their community to grow impact with confidence.
Special thanks to our producer, We Are For Good Studios, and to Feathr’s very own Max Anderson, who wrote and performed our theme song.
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“For us, it was figuring out all the elements of that encounter between ALIMA and the audience to make it more than a scroll through but an actual moment.”
Today in the studio, we take a deep dive into the viral "Breath for All" campaign created by nonprofit ALIMA in partnership with Nazar Works. Neda Azarfar, Founder of Nazar Works, and ALIMA USA’s executive director Charlie Kunzer share their unique paths to working in the nonprofit sector and discuss their chance meeting that led to this groundbreaking collaboration. Listen in as they explain how thorough audience research informed the development of a viral campaign focused not only on awareness, but on creating an engaging experience. ALIMA was able to bring the global issue of lack of medical oxygen access closer to home. Tune in to learn how understanding your audience at a cultural level can result in a message that resonates and inspires action on a massive scale. 🎧
Episode Highlights
Charlie and Neda’s path into working in the social impact space (1:00)Overview of the Breath for All campaign (9:00)Better understanding your audience + prepping for digital campaigns (14:00)How ALIMA approached marketing this campaign across all their different channels (24:00)Engaging influencers in your mission + campaigns (29:00)Measuring success + impact for digital campaigns (35:00)How to engage with the campaign + ALIMA (45:00)About Charlie Kunzer and Neda Azarfar
Charlie Kunzer oversees ALIMA USA as Executive Director based in New York. She was instrumental in the opening of the ALIMA USA office and has been developing the fundraising department there since 2015. She began her career at JP Morgan Fleming Asset Management, then at the Science Museum in London before holding several development positions for more than 10 years with Doctors Without Borders USA in New York. Charlie Kunzer holds bachelor’s degrees with Honors in International Relations and Modern History from the University of Westminster, London.Neda Azarfar is the head of Nazar Works, the agency that managed the campaign strategy, creative and production, messaging, media planning and buying, and influencer engagement strategy and outreach. With a background in the start-up tech space, Neda was a key member of the team that helped relaunch Myspace as a music discovery platform in 2011. Shifting gears, she transitioned to the non-profit world in 2014, when she became the Vice President of Marketing Communications at the Recording Academy, the organization behind the GRAMMY Awards. Working at the nexus of entertainment and social good, Neda helped to pass pro-creator music legislation, launch donor communications platforms, and establish digital fundraising programs.Guest links:
Neda’s LinkedIn: https://www.linkedin.com/in/neda-azarfar
Charlie’s LinkedIn: https://www.linkedin.com/in/ckunzer
Additional links:
ALIMA’s Website
Watch the Breath for All Campaign
***
Hosted by the brilliant team at Feathr (https://www.feathr.co/).
Feathr is the nonprofit marketing platform designed to help mission and member-based organizations build purposeful connections with their community to grow impact with confidence.
Special thanks to our producer, We Are For Good Studios, and to Feathr’s very own Max Anderson, who wrote and performed our theme song.
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In this week's Good Marketing Brief, Nhu and Noah discuss ...
Good Marketing Unplugged: Building a trusted nonprofit brand with UNICEF USA 🎧4 Gen Z marketing trends from 2023 📖WAFG: Reaching the next generation of donors 🎧10 new subcultures for marketers to consider when targeting Gen Z 📖Tips for building a social media strategy 📖Read and subscribe to the Good Marketing Brief newsletter 👉 https://feathr.co/brief
***
Hosted by the brilliant team at Feathr (https://www.feathr.co/).
Feathr is the nonprofit marketing platform designed to help mission and member-based organizations build purposeful connections with their community to grow impact with confidence.
Special thanks to our producer, We Are For Good Studios, and to Feathr’s very own Max Anderson, who wrote and performed our theme song.
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“I think that many look for only the positive, right? What data is really going to amplify us? And of course you want that, but I think it's also important to perhaps spotlight data that shows the gap. Because in the gap, there might be some gray space where you might be able to really leverage and to tell a story that's fresh and new.”
Camille Currie, VP of Marketing and Communications at NAF, joins us this week in the studio to discuss her career journey and how she’s applying lessons from sports marketing to the nonprofit space today. NAF segments their audiences into 6 key groups, and Camille shares their strategies around storytelling and targeting campaigns to uniquely engage each with their mission. You’ll hear how NAF analyzes their data to uncover new stories and highlights their focus on activating alumni networks. This conversation offers valuable best practices for nonprofit marketers on community engagement, audience segmentation, and leveraging data to strengthen marketing efforts and mission impact. Can’t wait for you to hear it 🎧
Episode Highlights
Camille’s journey from sports marketing to nonprofits (1:00)Overview of NAF's mission and the six audiences their marketing team focuses on (3:00)NAF's focus on "future readiness" rather than a defined path and how work-based learning supports this (7:00)NAF’s strategies for balancing campaigns across six audiences, including dividing work and understanding where each group resides (10:00)Details of a successful 2021 campaign called "Name Your Future" that activated their educator network (12:00)How NAF continues to leverage the voices and stories from their communities in ongoing campaigns (18:00)Data-informed storytelling tips (23:00)Lessons learned from a career in sports marketing that Camille is now bringing to nonprofits (28:00)About Camille and NAF:
Camille Currie currently serves as the VP of Marketing and Communications at NAF. NAF aims to address the economic and social disparities that have marginalized too many students in this country by bringing schools and businesses together to better prepare students — especially those in under-resourced communities — for a life of upward mobility and success.After earning her Bachelor’s in Mass Communication from Delaware State University and a Master’s in Public Relations from West Virginia University, she took her passion for writing and communications to the sports and fashion industries. After a decade, she wanted more. She wanted to align her personal beliefs with her career and dedicate her work to impactful outcomes and solutions for under-resourced communities and individuals. “Joining NAF is the next chapter in a career committed to supporting opportunity and access for students. Helping young people during a pivotal time in their lives, like high school, is a great honor.”Guest links:
Camille’s LinkedIn Profile: https://www.linkedin.com/in/camille-currie/
Additional links:
NAF Website
***
Hosted by the brilliant team at Feathr (https://www.feathr.co/).
Feathr is the nonprofit marketing platform designed to help mission and member-based organizations build purposeful connections with their community to grow impact with confidence.
Special thanks to our producer, We Are For Good Studios, and to Feathr’s very own Max Anderson, who wrote and performed our theme song.
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In this week's Good Marketing Brief, Nhu and Noah discuss ...
Featured item
Digital ad campaigns to fuel year-end growthSnackable snippets
How Stop Soldier Suicide optimizes the donor journey with data 🎧How to nail your EOY fundraising emails 📖Landing page health check: 39 best practices 📖A/B testing platforms nonprofits should consider 📖Understanding the digital media KPIs that matter 📖Read and subscribe to the Good Marketing Brief newsletter 👉 https://feathr.co/brief
***
Hosted by the brilliant team at Feathr (https://www.feathr.co/).
Feathr is the nonprofit marketing platform designed to help mission and member-based organizations build purposeful connections with their community to grow impact with confidence.
Special thanks to our producer, We Are For Good Studios, and to Feathr’s very own Max Anderson, who wrote and performed our theme song.
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“Does everyone in your organization speak about, understand, and behave in a way that aligns with your mission? Because without that, there's no authenticity, and authenticity leads to trust. And you have to put that lens on everything.”
Today we have Shelley Diamond, Chief Marketing Officer of UNICEF USA, in the studio to discuss the organization's approach to building a trusted nonprofit brand. Shelley gives us an insider’s look at the balancing act of staying true to your mission while keeping the brand relevant and impactful. Throughout the conversation, Shelley emphasizes the role of marketing in driving both impact and growth through mission-driven storytelling, innovation, and authentic engagement with communities. Tune in for insights on developing brand trust and retaining relevance that can be applied to nonprofit marketing strategies of all sizes. 🎧
Episode Highlights
Shelley background and journey to UNICEF USA (1:00)UNICEF's brand challenge of being well-known but not well-understood (4:30)Examples of innovative programs that showcase UNICEF USA's brand strengths (12:00)Role of innovation and keeping marketing aligned with strategic goals (16:00)Specific initiatives like the "We Won't Stop" campaign and its performance (22:00)Advice for other nonprofits in building trusted brands (25:00)About Shelley:
Shelley Diamond is a passionate builder of global brands and businesses, with expertise across an integrated array of communications disciplines. As one of the highest ranking female executives in advertising (named the 11th Most Powerful Woman in Advertising by Business Insider, among other accolades), Shelley has helped champion marketing transformation for domestic and global clients in both the consumer and B-to-B spaces.
UNICEF is on the ground in 190 countries and territories, providing children with the lifesaving supplies and assistance they desperately need. UNICEF won’t stop until every child is healthy, educated, protected and respected.
Shelley and her team are responsible for building the UNICEF brand and communicating its mission "to be the leading child rights organization" to the US market.
Guest links:
Shelley’s LinkedIn Profile: https://www.linkedin.com/in/shelley-diamond/
Additional links:
UNICEF USA Website
***
Hosted by the brilliant team at Feathr (https://www.feathr.co/).
Feathr is the nonprofit marketing platform designed to help mission and member-based organizations build purposeful connections with their community to grow impact with confidence.
Special thanks to our producer, We Are For Good Studios, and to Feathr’s very own Max Anderson, who wrote and performed our theme song.
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