In this episode, Carly and Dave sit down with Donna Lucas, an experienced for-profit and non-profit marketer who has helped transform big-time businesses like Dickies, Adidas, and Benetton.

Donna shares some lessons on how to introduce innovative products and techniques into the marketplace that seek to maintain core customers, engage new consumers and capitalize on untapped revenue opportunities.

Diving into an evolution story of how Dickies became more than just a worker’s brand but was able to transition into an international fashion brand dominating multiple new markets, Donna reveals some helpful how-to insights on how this exciting change was made possible – and what this could mean for you and your business or non-profit.

Find out more about Donna at www.linkedin.com/in/donnamlucas and Joni and Friends at www.joniandfriends.org.

Episode Topics:

• Recognizing ways in which your core customers are changing and learning how to change with them

  
  



• How you can evolve without losing your brand identity

  
  



• What innovation looks like for non-profits and how it can be applied

  
  

We hope you enjoy our conversation!

Season Four of the Purpose & Profit Podcast is brought to you by:

IMAGO CONSULTING

Imago Consulting is an advisory firm that helps nonprofits and businesses grow through innovation. Innovation is the lifeblood of any growing organization. Imago publishes a weekly trends report called The Wave Report – learn more at ⁠www.imago.consulting⁠ and subscribe at ⁠www.imago.consulting/wavereport⁠.

VIRTUOUS

Virtuous is a software company committed to helping nonprofits grow generosity. Virtuous believes that generosity has the power to create profound change in the world and in the heart of the giver. With that in mind, it’s their mission to move the needle on global generosity by helping nonprofits better connect with and inspire their givers. Learn more about Virtuous at ⁠www.virtuous.org⁠ and download your free Nonprofit CRM Checklist at ⁠www.virtuous.org/checklist⁠. 

MASTERWORKS

At Masterworks, their mission is to help you accomplish yours. They are a full-service agency for Christian organizations. Their emphasis on both mission & mastery makes us leading experts in moving hearts & minds to act. Masterworks has over 30 years of experience serving organizations through strategy, direct mail, digital, analysis, creative, & technology. Learn more about Masterworks at ⁠www.masterworks.agency⁠.

Special thanks to editor and sound engineer Barry R. Hill and producer Abigail Morse.