How to Market Your Nonprofit

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.

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!” 

In this episode, John David Graham, founder of Good Samaritan Home, shares his extraordinary story of overcoming homelessness and building a nonprofit that rebuilds lives.     From starting a shelter in his own home to managing 19 houses today, John discusses the power of community-driven solutions, the role of accountability in rehabilitation, and how his personal journey shaped a mission of hope and second chances.    Here's what you’ll take away:    Achieve sustainable funding: Learn how partnerships with public agencies can provide financial stability.  Transform lives effectively: See how integrating accountability and mentorship can drive meaningful, long-term change for those you serve.  Expand your influence: Understand how building connections and engaging locally can open doors to new opportunities.  Adapt with confidence: Get insights on staying flexible and resourceful to tackle evolving challenges in your work.    Don’t miss John’s inspiring story in an episode packed with actionable takeaways that will supercharge your organization.     Listen now! 

In this episode, Lee talks with Shelly Willis, Executive Director of Family Education and Support Services (FESS). For over 25 years, FESS has strengthened families through parenting support, trauma-informed care, and community resources to help kids thrive. Shelly tells her story and shares practical strategies that every nonprofit leader can use to grow their organization, engage supporters, and build a strong, mission-driven team.    Get practical tips on how to:  Build marketing connections that expand your network and influence  Get tips on building real relationships with local leaders and service clubs. These connections can make your nonprofit more visible, trusted, and supported by the community.    Craft impact-focused stories to deepen donor engagement  Find out how to move beyond just “telling” your mission. Impact stories that show real change help supporters connect emotionally, keeping them engaged and invested.    Develop a more diverse, resilient funding strategy  Learn why balancing funding sources — grants, donors, corporate partners, and fees — can give your nonprofit financial stability and flexibility.    Engage on social media to build community, not just to inform  Discover how to make your social posts more engaging and shareable. Focus on storytelling and conversation to build an active online community around your cause.    Cultivate a workplace culture that retains and energizes staff  Hear ways to support your team’s well-being with mental health days, recognition, and growth opportunities. A strong, happy team brings more passion to the mission!    Listen in for practical tips from Lee and Shelly to sharpen your nonprofit’s marketing, funding, and team culture. 

In this episode, Lee Wochner sits down with Will Hedrick, founder of MyCharity, an innovative donation platform aiming to make fundraising easier and more accessible. Launched in 2022, MyCharity is reimagining the donation experience by pooling donor contributions and providing transparent impact reports that include photos, videos, and even GPS coordinates.     Will explains why his 100% donation model sends every penny to the field, using a separate fund for operational expenses. You’ll hear about MyCharity’s unique approach to vetting nonprofits and plans to scale its impact by working with small-to-medium businesses and grassroots organizations.    Tangible takeaways for you:    Build trust with transparency. Learn how a 100% donation model can enhance donor confidence and set you apart.  Tap into corporate partnerships. Discover how small-to-medium businesses can boost your funding and visibility — even without a full-scale CSR department.  Prioritize storytelling. Real, data-backed impact stories resonate most with donors. Will explains how to use photos, videos, and even GPS data to demonstrate results.  Diversify your revenue streams. Whether it’s grants, individual donors, or operational contributions, you’ll get tips on balancing fundraising for both impact and sustainability.    Curious about the future of online fundraising? Listen now. 

“Being a visionary … is learning how to see the mountains ahead — waking up each day and focusing on the steps you can take to get there.” – Rebecca Van Bergen, Nest    In this episode, Lee Wochner sits down with Rebecca Van Bergen, founder and executive director of Nest, to explore how small, intentional steps can lead to transformative change. Rebecca shares her strategies for driving impact in the nonprofit world, covering everything from the power of authentic storytelling to building a remote work culture that thrives on connection and purpose. Here are a few of the insights you’ll take away:    Tell stories that move hearts (and open wallets) Nest connects supporters to the lives of the artisans it serves, showcasing their journeys and emphasizing the transformative impact of creative work. Rebecca explains how nonprofits can use storytelling to inspire donors by spotlighting the individuals and communities they support.    Adapt social media content to connect with multiple audiences Rebecca talks about Nest's platform-specific approach, adjusting their content for LinkedIn, Instagram, and Pinterest to connect with corporate partners, artisans, and makers in authentic ways. Find out how your nonprofits can reach new audiences by crafting a targeted social media strategy that’s designed for each platform's strengths.    Create a remote work culture that’s intentional and inspiring With a fully remote team, Nest has learned to build intentional opportunities for connection, both virtual and in-person. Rebecca discusses how retreats and team-building exercises can cultivate a shared sense of purpose, even in a remote setting. Nonprofits can take a page from Nest’s book by creating space for team bonding to strengthen their organizational culture.    Embrace iteration for continuous improvement Rebecca shares how Nest’s approach to learning and adapting has allowed it to remain agile and responsive to community needs. For nonprofits, staying open to change and regularly refining programs can maximize impact and keep teams motivated.    Don’t miss this episode if you’re looking to refine your nonprofit’s approach to storytelling, social media, remote work, and operational flexibility. It’s all about staying connected, staying flexible, and inspiring growth – one step at a time! 

In this episode, audience whisperer and social media strategist Jaclyn Uloth shares insights on how nonprofits can up their social media game. Whether you're looking to boost donations, engage volunteers, or grow awareness, Jaclyn breaks down essential tips that every nonprofit leader needs to hear.   What’s the #1 thing you need to know about your audience before creating content? Spoiler: It’s all about speaking their language, but Jaclyn explains how to do that effectively.   What’s one surprising tool you’re probably not using enough on social media? Hint: It’s already at your fingertips, and it could change the way you measure success.   Why does obsessing over analytics hurt more than it helps? Jaclyn shares why checking your data too often can backfire — and how often you should be looking at it.   Handling negative feedback — should you respond or stay silent? Jaclyn’s approach might surprise you! Hear why embracing criticism could be your best strategy.   What’s the most important step when starting a new socialmedia campaign? If you’re tempted to skip this, don’t! Jaclyn explains why this first step sets the tone for everything that follows.   Want to grow your audience? Here’s why you can’t rely onorganic posts alone. Jaclyn reveals the truth about building your following — andthe investment that really pays off.   All this and more in this episode of That’s What C! Said.

Maria "Alex" Alexander is an inspiration.    As Executive Director of the Center for Living and Learning, Alex draws on personal experience to empower individuals who face barriers to employment and reintegration — challenges she knows all too well.    In this compelling episode, Alex opens up about her remarkable journey from homelessness and incarceration to leading a thriving nonprofit — and how her inspiring personal story has become a powerful tool, helping to secure essential support and drive policy change.    From Alex's experience, you will learn valuable takeaways, including:    How to effectively use personal narratives to build authentic connections with stakeholders and funders.  Strategies for leveraging your own story or those of your beneficiaries to influence public perception.  Ways to motivate your team and inspire confidence in your leadership.    Tune in to learn how sharing the right story can lift your organization’s mission and impact.  alex@center4living.org https://center4living.org/

In this episode, Scott Mason joins Lee to talk about how his team at Rose Brooks Center uses innovative fundraising strategies — blending traditional and modern approaches — to support their life-saving services for domestic violence survivors.   Here’s what they do:   Direct mail as educational outreach: Rose Brooks Center enhances its direct mail by including essential resources like safety plans. This approach educates and informs recipients, turning each mailing into a powerful tool for awareness.   Tip: Blend fundraising with mission-driven content to achieve multiple goals with your communications.   Personalized donor stewardship: Rose Brooks Center excels in personalized stewardship, maintaining strong relationships with supporters through tailored communication.   Tip: Effective personalization makes your donors feel directly connected to the impact of their contributions, leading to greater engagement and increased giving.   Cross-channel engagement: Rose Brooks integrates QR codes in printed newsletters, connecting traditional and digital fundraising. This approach ensures all donor preferences are accommodated, boosting contributions.   Tip: You can implement similar strategies to track engagement and facilitate online donations, even from those who prefer physical mail.   Impactful events: Events like Rose Brooks’ Safe Futures Brunch serve dual roles—raising awareness and engaging new advocates.   Tip: Design events to do more than just fundraise. Use them as platforms to educate, inspire, and turn attendees into long-term advocates for your cause.    Whether you're looking to deepen donor relationships, enhance your outreach, or create special events that truly connect with supporters, this episode is packed with actionable insights that will help you drive deeper impact in your community.   Don’t miss out on these powerful tools to take your mission further. Listen now. https://rosebrooks.org/

Host Lee Wochner sits down with Angela Landsberg, Executive Director of the San Diego County Dental Society, for an insightful conversation on the vital role of community involvement and collaboration in nonprofit success.     Angela's journey from local politics to nonprofit leadership shaped her approach to using community engagement to create impactful change. In this episode, Angela shares actionable insights on:    The importance of involving the community in decision-making processes  How collaborative leadership can drive organizational success  Practical strategies for digital transformation and marketing in the nonprofit sector  Ways to build strong relationships with board members and prevent burnout among staff  The critical need to balance tradition with modernization and ensure access and inclusivity for all    Whether you're a seasoned nonprofit executive or just starting your leadership journey, Angela's experiences and actionable insights will help you build a more engaged and collaborative community.     "It's interesting when you actually involve the community, they take more ownership and they care more." — Lee Wochner    Tune in and discover how to harness the power of collective effort to drive meaningful change in your organization. 

We’re always scouting for people making the world a better place. Bobby Click is one of those people. In this powerful episode, Lee joins Bobby, the dynamic executive director of Safe Sport Matters, to tackle one of the most critical issues facing youth sports today: abuse prevention. Drawing from his background as a public defender and seasoned investigator, Bobby brings expert knowledge and shows a passionate commitment to protecting youth athletes. What you'll discover: Abuse is everywhereFrom local community programs to national sports leagues, abuse can occur anywhere. Bobby shares real-world examples and high-profile cases, illustrating the necessity for vigilance and robust policies. “While I was at the U.S. Center for SafeSport, we were getting anywhere from 150 to 200 reports of abuse a week." — Bobby Click How to prevent itBobby explains the different types of abuse — sexual, physical, and psychological — and offers insights into effective prevention measures within youth sports programs. Why education mattersDiscover why mandatory training for coaches, staff, and volunteers is essential. Bobby highlights how education can empower teams to recognize and prevent abuse, fostering a safer environment for all participants. Holding organizations accountableLearn how thorough investigations and accountability measures can strengthen the integrity and trustworthiness of sports organizations. Bobby discusses the role of external investigators and the importance of responding to allegations effectively. Bobby’s story will leave you informed, inspired, and ready to take action. Whether you’re a sports organization leader, a coach, or a concerned parent, this episode is packed with invaluable insights to help champion safety in youth sports. https://uscenterforsafesport.org/parents/ (Parents training)  https://safesporttrained.org/#/public-dashboard (youth)  https://safesportmatters.com/ Bobby Click bclick@emfig.com Learn how in this episode of That’s What C! Said.

It’s Counterintuity’s 18th anniversary! To celebrate, we're taking a look back and tackling frequently asked nonprofit marketing questions in a special episode of That's What C! Said. In this must-listen episode, you'll discover: How can I execute digital marketing on a tight budget? Learn how to create a strategic roadmap that aligns every marketing initiative with your core objectives, ensuring every dollar counts. What should my marketing budget be? Find out why the traditional 5% to 15% rule isn’t always accurate and how to prioritize affordable, phased strategies to avoid "funding to fail." How do I better differentiate my organization? Get actionable tips on crafting a distinct brand identity and strategic positioning to effectively communicate who you are and reach the right audience. How can I stand out in a crowded digital space? Understand why creativity is key to increasing visibility and impact, and how to make your marketing efforts eye-catching and memorable. How do I keep up with changing digital trends? Discover the importance of continuous monitoring and adaptation in your digital marketing strategy to keep your campaigns relevant and effective. Tune in now to get inspired and equipped with strategies to take your marketing efforts to the next level! P.S. Have a question? Send it our way — we’ll cover it in a future episode!