How to Market Your Nonprofit

When the phone rings at 3 a.m., the story is out, and a narrative is forming. What you do in the next five minutes may be the most important thing you ever do for your organization. PR veteran Mike Swenson, who spent more than 30 years advising nonprofits and corporations through crises, says the organizations that come out stronger are almost always the ones that were ready before anything started. Most organizations make the same mistake: They react instead of responding. In the age of social media, the difference can be fatal to your reputation.  Here's what prepared organizations do differently: Before any crisis arrives, they identify a crisis team drawn from across the organization, map every plausible risk, establish the first seven steps they'll take, build three to five key messages for each potential scenario, and designate a spokesperson. When the phone rings, there's no scrambling. The team is already assembling, the first message is already drafted, and the organization is on offense within minutes rather than hours. Nonprofits have a real advantage in a crisis that most executives underestimate: goodwill.  Years of community trust, a board of engaged civic leaders, corporate partners, and loyal volunteers are assets that can actively carry an organization through a difficult moment, if leadership knows how to activate them. (There's a sharper edge to this: The same mission-driven identity that makes a nonprofit scandal feel like a bigger betrayal is also what gets you forgiven faster, if you handle it right.) Mike also makes the case for measured response over reflexive action. When a named person or associated organization gets caught up in a public controversy, pausing before acting (gathering information before making a final call) is almost always better than a quick decision you can't walk back. The fundamentals of good crisis communication haven't changed: Be authentic, be succinct, and repeat your message more times than feels comfortable.  What has changed is the speed at which you have to do all of it. And whether you're navigating a crisis or just trying to communicate more effectively every day, those three principles are a good place to start. Mike brings a perspective few crisis advisors have. He spent years as a broadcast journalist and television reporter before serving as press secretary to a governor, which means he has sat on every side of the table. He knows how reporters think, how politicians survive, and how organizations fall apart when they aren't prepared. The media environment makes all of this harder than it used to be. Newsrooms are a fraction of what they were, reporters are stretched across multiple states, and the old news cycle (morning paper, evening broadcast) is gone. The story moves whether you're ready or not. The good news is that getting ready doesn't have to be complicated.  Mike Swenson developed a simple five-step process called Crisis Track, and in this episode, he walks former newspaper editor and reporter Lee Wochner through how it works and where you can go to put it into practice for your own organization. Any nonprofit, regardless of size or budget, can build a plan. So if the phone rings at 3 a.m., you're already on offense.  Links https://crisistrak.com/ 

Every nonprofit has stories to tell — but how do you keep your content fresh, engaging, and mission-driven week after week?  In this episode, host Lee Wochner introduces a powerful tool: content buckets.  Think of them as storytelling themes that help you stay consistent, save time, and connect more deeply with your supporters. You’ll hear how to use buckets like: Impact spotlights – real stories of lives changed Behind-the-scenes glimpses – the human side of your staff and volunteers Smart explainers – simple stats, myth-busting facts, and helpful tips Moments that move people – calls to action, campaigns, and events that rally support Thank-yous worth sharing – celebrating wins and showing gratitude Lee also walks through examples for food banks, after-school programs, environmental groups, and arts organizations, so you can see how these ideas translate to your own work. By the end, you’ll have a clear, repeatable way to organize your storytelling, keep your audience engaged, and make it easy for them to say “yes” to your mission. Listen in and discover how a few simple buckets can turn your social media into a steady stream of inspiration and support. 

Did you catch the Emmy Awards? The big winner was the Boys and Girls Club, which got more than a few moments in the spotlight — receiving a generous donation and a few lighthearted mentions from presenters.  For any nonprofit, that kind of national visibility is a gift. What doesn’t make headlines, though, is the hard work happening every day.  As the largest youth-serving organization in the country — with nearly 6,000 locations nationwide — Boys and Girls Clubs faced a daunting challenge during COVID: keeping kids engaged, connected, and supported. Shanna Warren’s chapter met that challenge and came out stronger. “The numbers after the pandemic have superseded our numbers before the pandemic.” In this episode, Shanna joins Counterintuity CEO and Creative Strategist Lee Wochner to talk about her journey with the Boys and Girls Club. She shares how her team has expanded the organization’s reach while staying true to its mission of mentorship. Here’s what you’ll take away from their conversation: Leadership under pressure: How the bold decision to keep the club open during the pandemic led to stronger membership and new funding opportunities Smart growth: How Shanna’s team expanded beyond pre-pandemic numbers with a new main clubhouse and 32 satellite sites, including a program for deaf and hard-of-hearing children Serious business: Shanna’s perspective on running a nonprofit with both heart and strategy Tune in to learn how your nonprofit can provide hope and opportunity for your community, too, even if you don’t get a starring role on the Emmy Awards. 

Environmental justice isn't just a concept — it’s a call to action that protects kids from toxic environments.CEO Jill Buck and Go Green Initiative, a nonprofit dedicated to environmental justice in schools, are making an impact for kids across the country. In this episode of “How to Market Your Nonprofit,” Counterintuity CEO & Creative Strategist Lee Wochner, Buck shares the personal story that led her to start the organization at her kitchen table, how the Go Green Initiative addresses lead in drinking water and poor indoor air quality, and how they're helping schools with energy conservation.The conversation is a treasure trove of practical advice for nonprofit leaders, including:Why operating a nonprofit like a business is crucial. From being a big believer in cash accounting to the power of strategic partnerships as a key marketing and fundraising tool.How to manage a crisis. Learn how to triage during a crisis by focusing on "absolute non-negotiables" and staying calm – your team will feed off your energy.How to stay focused on the mission. And which powerful motto gives her hope for the future.How does Jill market her nonprofit?"We are a business—we just happen to have nonprofit status." So... Go take care of business.https://gogreeninitiative.org/

Who? What? Where? When? Why? How?These key questions for journalists are vital for nonprofits to answer as well. Why? To create a content strategy that increases awareness and boosts revenue from donations, grants, and service offerings. Having a well-defined identity is crucial for building trust, inspiring action, and fostering long-term relationships with your supporters. In this “solocast” episode, Counterintuity CEO & Creative Strategist Lee Wochner guides you through the eight steps to developing an effective content strategy that gives your communications clarity, consistency, and purpose.You'll learn: How a strong content strategy keeps your team aligned, reflects your nonprofit's values, and maximizes limited resourcesA step-by-step guide to developing your strategy, including defining your identity, understanding your audience, and choosing your tone and languageWhy storytelling is a powerful tool for nonprofit communication and how to choose stories that show your impact and put out a clear call to actionThe importance of creating internal guidelines and a content calendar to ensure consistency and accountability."Storytelling is at the heart of nonprofit communication."Tell your story. Meet your goals. Fulfill your mission.Resources:https://goodcalculators.com/flesch-kincaid-calculator/ https://hemingwayapp.com/

"We get through things." Resilience and optimism are hallmarks of American success. In this powerful episode, public affairs luminary and fundraising titan John Gile reminds us of that — and instructs us in how to succeed in fundraising. John should know: in his work with the public affairs firm John Gile & Associates, he has tackled some of society's toughest challenges. Whether your work impacts a big city or a small community, you’ll benefit from John’s strategies, mindset, and sheer determination that have helped him raise millions for vital causes — all with an infectious optimism. This episode is a masterclass in turning adversity into impact, featuring… The power of the ask: The #1 fundraising secret that's often missed: you HAVE to ask. John shares personal anecdotes, from his childhood collecting for the poor to concrete strategies for telling your story and securing the funds you need. The fortress of fundraising: Learn John's golden rule: diversify your revenue streams! He breaks down the ideal split (government, foundations/corporations, individuals/events) that built Project Angel Food into a multi-million-dollar powerhouse and protects organizations from unexpected funding cuts. Defending defunding: Discover how John successfully "clawed back" federal funding, showcasing the power of strategic relationships and the rise of private philanthropy in making up deficits. The superpower of optimism: John and our host Lee Wochner both champion optimism as essential, pushing back against pessimism as being "pre-defeated." Hear why a positive outlook isn't just a mindset, but a strategic advantage in driving change. …and much more. Keep asking for more. Keep making an impact.  And most important… “Keep moving.” 

On this essential episode of "How to Market Your Nonprofit," we tackle the urgent question: What can your organization do, right now, not just to survive, but truly thrive in today's rapidly changing world?Counterintuity CEO & Creative Strategist Lee Wochner breaks down everything 10 things you need to do now to succeed in our changing world.The 10-point plan Lee’s 10-point plan offers actionable strategies to help you adapt with agility amidst economic shifts, technological disruption, and evolving cultural norms.Highlights include:Focus your mission. In times of rapid change, clarity is your superpower. Learn why zeroing in on your core purpose is the critical first step to effective adaptation, avoiding costly "new adventures."Seize the hidden opportunity. Dramatic change always brings dramatic new opportunities. Discover how to identify market gaps your nonprofit can fill, inspired by surprising examples like Bubble Wrap, Slack, and even Viagra!Take care of your team. Burnout is real, especially in the nonprofit world. Prioritize your staff and volunteers' well-being with mental health resources, check-ins, and active listening. Your team is your greatest asset.ASK. FOR. MONEY. This is the game-changer, and an often-missed point! (Believe it or not.) If your sector is in the news due to cuts or crises, the time to ask for support is now. Connect your fundraising appeal to current events and inspire action.Don’t just hang in there. Don’t just survive.Go thrive.

The show must go on.That’s not just a saying in showbiz. More and more, it’s become a mantra for nonprofits, as they pivot to find their next act.Deborah Reed, Managing Director of Moving Arts, a nonprofit theater company, knows this all too well. From stepping into leadership at the height of COVID, to an expected grant suddenly vanishing, Deborah has tackled major socio-political and economic shifts head-on, turning challenges into incredible opportunities. Old ways were ushered off the stage, as new initiatives generated vital income.How much does Deborah believe that organizations need to change?"It’s literally a matter of change or die."In this candid conversation with Counterintuity CEO & Creative Strategist Lee Wochner, Deborah gives a backstage look at what she’s been able to do with her team at Moving Arts.Topics include:Innovating under pressure: Discover how Moving Arts didn't just cut costs but created a brand-new program in the face of massive change. It's a masterclass in adapting to the now, not just reacting to it.Unearthing hidden strengths: Learn how Deborah uncovered Moving Arts' secret weapons – from discovering some surprising earned income to the incredible business savvy of their board.Looking beyond government grants: Find out how Moving Arts diversified their funding by building a robust foundation grant program and even launched popular acting classes to boost revenue and bring in fresh talent.Working a crisis management playbook: Deborah shares her no-nonsense approach to problem-solving, emphasizing the need to look inward for solutions and market with hope, not just gloom.Staying sane: Discover why continuous chaos feels "normal" to Deborah and her surprising advice for other nonprofit leaders facing burnout.

Will your nonprofit survive – or thrive? Socioeconomically, culturally, politically, geopolitically — things are changing so quickly that we all need to reassess — to determine what’s important, how best to survive, and how best to thrive.  Stuart McFaul understands. He's dedicated to transforming organizations with cutting-edge technology and a powerful sense of social purpose. Stuart McFaul Associates has helped over 250 companies and nonprofits adapt and thrive. Stuart's advice in these turbulent times? “Our only path really is taking action right now.” But how? In this wide-reaching conversation with Counterintuity CEO& Creative Strategist Lee Wochner, Stuart explains:Why you should treat your nonprofit as a business How best to use artificial intelligenceWhy it’s a good time to stay positive“If you put the business first, the mission will follow.” So, let's get down to business.

Why worry?For many nonprofits, fundraising has become fund-losing, as grants that had been awarded have suddenly evaporated. Adding to the crazy: tariffs, social upset, consumer sentiment, machine intelligence… fanny packs being unironically fashionable.It's okay to worry. Worry helps alert us to danger. But obsessing about worry isn't helpful. And worrying without doing anything isn't productive.Why wot worry?If your nonprofit is facing funding challenges right now, we at Counterintuity promise you there are things you can do.Right now. Starting today.Marketing your nonprofit in an age of turbulence starts with focusing on what you can control and letting go of what you can't.In this episode, our CEO & Creative Strategist Lee Wochner details what is in your control – specific actions that you can take to boost your fundraising and revenue.Drawing on wisdom from Ancient Greek philosophers to … the prog-rock band Supertramp (really!), Lee drills down on topics including:The #1 reason people donate to nonprofitsWhy fundraising = marketingHow to use transparency to build trust...and much, much more. In fact, we've got 16 real-world action items.Implement just a few of these ideas (and use others to sparkyour own brainstorming), and you can reinvigorate the fundraising efforts needed to do the important work of your nonprofit. The money is out there.Go get it.Music from #Uppbeat (free for Creators!):https://uppbeat.io/t/tatami/its-all-goodLicense code: ND2KTG9WZ0J6GV2Q

Nonprofits are dealing with a tsunami of change.We are too.Counterintuity’s podcast has a new name and focus: real-world solutions for nonprofit leaders who are ready to take action. In this episode, our CEO & Creative Strategist Lee Wochner lays it all out: the challenges you face, the changes you need to make, and the chutzpah you need to plan for success.Lee takes a deep dive into:Why we’ve got this new podcast and how it can help you make sense of all the changes, make decisions, and take action – while providing comfort, determination, and a go-get-’em spirit while we’re doing it. You are not alone.The dramatic systemic change we’re living through. We’re living in a new era (Tariffs! Funding cuts! Artificial Intelligence!), and successful organizations need to know how to adapt – and then do it.How to plan for success—literally, what to do. Dip into six “buckets” of solutions – and don’t forget how your big, hairy, audacious goal can propel you forward through this crazy time.You’ll get through this. What you do is important. Let’s get to work.Music from #Uppbeat (free for Creators!):https://uppbeat.io/t/tatami/its-all-goodLicense code: ND2KTG9WZ0J6GV2Q

Our host Lee Wochner is joined by scholar and author Susan H. Kamei to discuss her book When Can We Go Back to America?: Voices of Japanese American Incarceration during WWII . They explore her family’s story about the Japanese American incarceration during World War II, as well as the continuing impacts across America — and why it's crucial now that we revisit our frightening history.

From a $25,000 grant to a $50 million organization. Twenty years ago, the Coalition for Responsible Community Development started with a single city contract for graffiti removal in South LA. Today, it's one of the city’s most respected nonprofits, with workforce development, housing, social enterprise, and real estate development all operating under one roof.  That kind of growth doesn't happen without smart, community-rooted marketing. In this episode, Lee speaks with CRCD's director of marketing and communications, Alex Medina, about the strategy behind it all: how to reach audiences that have little in common with each other, how to build the kind of institutional trust that unlocks major funding, and how to keep your messaging honest and bold when the world might be telling you to play it safe. If you're ready to think differently about how you connect with your community, your funders, and the people you serve, this is where you start. 

On this episode, host Lee Wochner talks with Lori Carmona, CEO of YWCA Greater Los Angeles, about what it takes to lead effectively when everything around you is shifting. With over 25 years of nonprofit leadership experience, Lori brings hard-won wisdom about strategic focus, sustainable revenue, and why great missions need great marketing.  Strategic planning is your North Star When Lori stepped into leadership at YWCA, she launched a strategic planning process with her board, staff, clients, and community. The result? A five-year plan with 10 clear goals serving as their North Star, providing direction while staying flexible on tactics.   Money for mission "You have to have a good mission to fundraise. But then it takes fundraising to implement your mission," Lori explains. Her organization diversifies revenue through government contracts, individual giving, facility rentals, and earned income. But here's what connects all those streams: marketing. Funders need impact stories. Donors need compelling narratives. None of that happens if you can't communicate what you do.  Your competition is Netflix, not other nonprofits "Nonprofits have to share that [marketing] space with companies that have really big budgets," Lori notes. YWCA Greater Los Angeles takes storytelling seriously, with social media, emails, and speaking opportunities all strategically designed to reach different stakeholders. Their Y-Her event and Justice for Her giving circle depend on visibility.   Storytelling clarifies the stakes The best stories don’t need drama. They're everyday moments reframed. When a three-year-old says, "I'm brave today," that's courage being built. When preschoolers work through "conflict resolution" on the playground, that's social-emotional development. The job of marketing is to help people see what's actually at stake in the work you already do.  Internal marketing matters With 130 staff across 10 locations, Lori uses monthly newsletters, quarterly all-staff meetings, and optional "Coffee with Lori" sessions to keep everyone connected. Your team can be your best marketers if they're equipped.  When staff understand the full scope of your work, they become authentic ambassadors.  Focus on the face of chaos The biggest challenge? "Focus, I think," says Lori. Mission creep happens when you try to do everything for everyone. Her solution: Define core programs in advance, partner strategically for adjacent needs, and plan for contingencies. "Because we had done the planning ahead of time, when you have these key decisions to make, you can be quicker."  Listen now Hear the full conversation, and learn about person-centered service design, board engagement strategies, leading with realistic optimism, and more.  Need help connecting your mission to your marketing?  Counterintuity can help you explore how to use strategic communications to support your sustainability and impact. 

Instagram has fundamentally changed in the past year. Many of the "best practices" that social media managers have relied on are out the window: Hashtags don't work the way they used to, the algorithm is now powered by AI, search behavior has replaced social discovery, and reels dominate everything else. If your team uses Instagram (especially if they use it the same way they have for the past 2-3 years), this episode is essential listening. Lee sits down with Counterintuity social media strategist Jaclyn Uloth, who breaks down what actually changed on Instagram, why it matters for nonprofits, and what your team should be doing differently in 2026. What you'll learn: The algorithm shift: Why Instagram now works like a search engine instead of a photo-sharing app, and what that means for how people discover your nonprofit The death of hashtags: How keyword-based search replaced hashtags, and how to optimize your content for AI-powered discovery The 2,000-character opportunity: Instagram now allows much longer captions — here's how nonprofits can use this for educational content without overwhelming followers Why reels matter: The data on why short-form video dominates the algorithm, and how to create reels even if you don't have a dedicated video team Authenticity over polish: Why "messy" behind-the-scenes content actually builds more donor trust than professional, polished posts The consistency factor: The surprising stat about how often most nonprofits post (and why showing up regularly matters more than posting perfectly) The 3-thing strategy: If you're working with a small team and stretched thin, here are the only three things you need to focus on What's different about Meta in 2026: How Instagram and Facebook work together, and why understanding the Meta ecosystem matters for your strategy This episode is perfect for nonprofit executives, development directors, marketing managers, and anyone responsible for social media strategy who wants to understand what's actually working now. Whether you're just getting started with Instagram or you've been posting for years, you'll walk away with a clear understanding of what changed, what matters, and what you can implement today with the resources you have. 

What does marketing really mean for organizations working to make the world better?  In this deeply personal episode, Lee Wochner reveals why Counterintuity focuses on helping nonprofits amplify their impact (and why that work matters more than ever). Drawing on influences from Star Trek to Buckminster Fuller, Lee explains how marketing and strategy become tools for positive change when applied to organizations tackling human trafficking, healthcare access, environmental protection, and social justice. You'll hear about: Why nonprofit marketing is mission-critical work, not just promotion How clarifying your message helps you compete for attention and resources What it means to bring hope and determination to organizational communication For leaders running mission-driven organizations, this episode reframes marketing from necessary overhead to essential strategy. It’s the bridge connecting your solutions with the people who desperately need them. Whether you're competing with limited resources or simply trying to do meaningful work in complicated times, this conversation offers a practical perspective and renewed purpose. 

Most nonprofits don’t have a marketing problem. They have a clarity problem.  In this episode of How to Market Your Nonprofit, Lee welcomes branding and nonprofit strategist Anika Jackson to explore how unclear identity, hesitant leadership visibility, and scattered messaging quietly decrease impact and support. Drawing on their work with mission-driven organizations, Anika and Lee reveal why branding begins long before logos or campaigns, how executive voice and personal credibility shape donor trust, and why many nonprofits struggle not because their work lacks value, but because their story is hard to grasp quickly.  The conversation provides practical ways leaders can bring alignment across channels and effectively adapt to changing platforms and tools. This episode is a quick, strategic launching point for nonprofit executives who want their mission to be understood, supported, and sustained, without chasing trends or losing focus. If your nonprofit feels busy but not fully understood, this episode is for you. 

Is your nonprofit ready for the seismic shifts reshaping how donors find and support your mission? Lee sits down with marketer Tom Malesic to explore how nonprofits can thrive amid unprecedented change. From the rise of generative AI and zero-click search to the freeze in federal funding, this episode tackles the challenges keeping nonprofit leaders up at night and reveals the opportunities hidden within them.  Why donors can’t find you (and how to fix it) Discover why ChatGPT and Google's AI are becoming the new Yellow Pages and what generative engine optimization (GEO) means for your nonprofit's visibility.   How to turn your website into your best fundraiser Learn why your website might be showing up to work looking like it just mowed the lawn and how to transform it into your hardest-working fundraiser, volunteer recruiter, and mission ambassador.  Stop letting one grant control your future With grants freezing and federal funding uncertain, Lee and Tom discuss why the "tail can't wag the dog" and share practical strategies for building resilient revenue streams, from individual donors to corporate gifts to (yes, really) bingo nights.  You have 3 seconds to get the donation Explore how consumer behavior has accelerated, why you have mere seconds to compel action, and how to prioritize your marketing efforts when everything feels urgent and your budget is finite.  Why running your nonprofit like a business saves your mission Without healthy operations, you can't serve anyone. Learn how to balance business fundamentals with passion and why "sales" isn't a dirty word in the nonprofit world.  If you’re looking for clear next steps in a noisy, fast-moving environment, this episode delivers. Listen now to discover how to turn today's challenges into tomorrow's opportunities. https://www.ezmarketing.com/

The world has changed — and so has the way people connect, give, and get inspired. In this episode of How to Market Your Nonprofit, we take a clear look at what’s shifted since 2020, from fractured attention spans and donor fatigue to new expectations around transparency, personalization, and AI-driven search. You’ll learn why the old rhythm of a few big campaigns a year no longer works, and how continuous storytelling, human-centered messaging, and owned channels can help your organization stay visible and trusted. Whether you lead communications or oversee the entire operation, this episode gives you a grounded view of what to change now so your marketing fits the moment — and keeps your mission moving forward. 

In this episode, Lee speaks with Celeste Mergens, founder of Days for Girls, which since 2008 has helped millions of women and girls have access to something we don't usually talk about: menstrual care resources and health education. Celeste has ensured her organization's long-term success by facing a truth many founders don't: What happens to this place when I'm no longer here? Using detailed playbooks and a straightforward plan of succession, Celeste has positioned Days for Girls for sustainable impact, as it continues to transform orphans into leaders. Celeste shares practical strategies from her personal experience, including:Busting Shame – Confronting what is a taboo subject in some cultures (including those where “taboo” literally means menstruation), Days for Girls has empowered women in over 145 countries – including the United States.Growing without “Reinventing the Wheel” – After being featured in O Magazine, Days for Girls needed to grow with the newfound attention, and create “Red Cross scalability while being manageable on a dime-sized budget.” Adjusting the organization’s infrastructure by delegating responsibilities and taking care of financial “housekeeping” enabled Days for Girls to focus on their mission.Listening to Those You Serve and Serve With – Days for Girls' signature product has been through 30 iterations – the result of innovating with feedback and including from the beginning local leaders in owning the solution and being part of the leadership.Changing the Conversation – The transformations that Days for Girls have has inspired started with a change in thinking: reminding people that they matter, every day matters, their health matters, that they are not cursed, but in fact significant. After all, “without periods there would be no people!”