In this powerful episode, I sit down with Ben Webb, International Justice Mission's leader in marketing and branding, to discuss the transformative potential of nonprofits. Ben shares his philosophy on creating empathetic connections between donors and beneficiaries, redefining the role of marketing as a growth engine in the nonprofit sector, and uniting fundraising and marketing under a shared mission.

Key Topics Covered:

1. The Empathy Bridge: How stories connect donors to the mission on a deeply emotional level.
2. Reimagining Nonprofits as Movements: Why success depends on everyone involved, not just employees.
3. Tensions in Nonprofit Organizations: Addressing the divide between fundraising and marketing and fostering alignment for greater impact.
4. Framework for Impact: Ben's five-step framework: insight-driven, concept-led, powered by stories, scaled by technology, and monitored for effectiveness.
5. Personalization in Storytelling: Connecting universal truths to individual donor segments for meaningful engagement.
6. The Power of Relationships: How building relevance and value can forge lasting bonds with donors.
7. Breaking Stereotypes: Moving beyond outdated tropes to tell authentic, resonant stories.
8. Operationalizing Empathy: Turning creative concepts into actionable, data-driven campaigns.
9. The Role of Urgency: Keeping the mission central and maintaining a sense of urgency in transformative work.
10. Transformative Value: The mutual growth and purpose that come from engaging in mission-driven work.

Takeaways:

• The nonprofit sector must pivot toward a people-centered, movement-driven model to stay relevant to future generations.
• Storytelling isn't just a tool for marketing; it’s the bridge to purpose and action.
• Aligning fundraising and marketing efforts is essential for creating sustainable growth and deeper engagement.

Today I spoke with Ben Greene, Chief Revenue Officer for Charity Water.

Their mission is to bring clean and safe drinking water to every person on the planet.

Whether you are in marketing - for a commercial minded - or mission driven organization - this conversation will be relevant.

Ben shared with me his marketing philosophy, which he calls “Look in, Look up, Look out”.

‘Looking in’ is about marketers not just owning - but dominating their most valuable audiences, their ‘superfans or superdonors’, with one simple message.

So much Marketing value - can be unlocked by looking IN first, and in this episode you’ll find out how.

Today I spoke with Jennifer Roberti, CMO at Save the Children.

They are on a mission to improve the lives of children through better education, health care, and economic opportunities, as well as providing emergency aid in natural disasters, war, and other conflicts.

This episode is all about the need for marketers to have a long-term vision and the importance of taking calculated risks.

Jennifer shared with me her insights on balancing the emotional and logical aspects of marketing, she emphasised the importance of both brand engagement and practical metrics. We also discussed the similarities between finance and marketing strategies when building for the long term and delivering outstanding results.

Jennifer's philosophy revolves around building long-term relationships with diverse audience segments and continuously innovating to stay ahead of the curve. She also highlighted the personal challenges of balancing work and home life in today's fast-paced, remote work environment.

Navigating the complex landscape of marketing leadership is difficult. It requires you to drive meaningful engagement for your organization for the long and short term.

From Delve Deeper, this is Narrow Lanes.

This week I am speaking with Francesco Deflaviis. Principal, Chief Advancement & Communications Officer at Partners In Health.

Partners in Health is an International non-profit that provides healthcare in the poorest areas of developing countries.

Francesco believes the only way for marketers to stay in leadership roles for 5 years plus, and have the runway to create lasting transformative value is to be polyvalent. This means that marketers can be useful in more than one way. This person must have both broad and deep expertise and experience.

He recommends that marketers get outside of their comfort zone, and take on many new roles, more often - to build up proficiency within areas where they currently lack experience.

For instance, Francesco believes that marketers need to be proficient in the application of 1st party data - to drive revenue growth. This is crucial because when 3rd party cookies go away, brands will need to embrace their own 1st party data if they want to grow.