In this compelling episode, Greg Sobiech, CEO of Delve Deeper, sits down with Brian Colombo, Deputy Chief Development Officer at Amnesty International USA. They explore how Amnesty builds authentic, long-term relationships with donors by deeply understanding and reflecting their values. Brian shares insights into Amnesty's unique shared leadership model, the rise of retail accountability among younger generations, and how nonprofits can foster trust while navigating the pressures of financial sustainability.

Key Highlights:

• How Amnesty’s shared leadership model empowers members and strengthens the mission.
• The concept of “retail accountability” and its growing importance for younger donors.
• Why reflecting donor values is essential for long-term engagement and trust.
• The challenge of balancing authentic messaging with financial constraints.
• Strategies for fostering community, interdependence, and stronger donor relationships.

Why Listen?

If you're leading a nonprofit or navigating donor engagement, this episode offers fresh insights on building trust, fostering authenticity, and strengthening community connections to drive sustained impact.

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 Breaking Stereotypes: Moving beyond outdated tropes to tell authentic, resonant stories.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.