Good To Growth

Thoughts + Insights To Help You Do More Good


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What’s the “product” of your nonprofit?

Most nonprofits believe they're not in the product game. So they prefer to refer to themselves as service providers or humanitarian organizations. Yet everyone seems to be talking recently about how marketing — even for nonprofits — revolves around having a distinguishable product. This means that when a product/service/organization is unique, and ideally a “game changer," marketing and fundraising become a lot easier. And a lot less expensive.

Six reasons why nonprofit marketing messages don’t connect.

A 2017 article by Ironpaper provided stats related to the challenge of nonprofit communications, with specific attention to the digital age we're in. One of the most insightful stats is that 53% of nonprofit marketers feel challenged to produce engaging content. Could this be related to NPO's marketing perspective?


Many nonprofits substitute the word fundraising when they speak of their marketing efforts. Many more nonprofits use fundraisers exclusively in their marketing efforts, and that mentality is, oddly enough, limiting their ability to raise funds.


Years ago, author Simon Sinek released a leadership book titled Start With Why. His hope was to help people encourage others to do things that inspire them — and maybe even change the world. Sinek originally covered this topic in a TED Conference presentation, which has been viewed by more than 1 million people on YouTube.

Touch every touch point

Howard Schulz, founder of Starbucks, was once asked how he built one of the world's largest brands with virtually no advertising. After all, brands usually become brand names by promoting themselves through massive and expensive media campaigns. Schultz's response?  “Everything matters." The key to Starbuck's success is understanding that every brand touch point matters.

PB & Purpose

Can peanut butter have a purpose? The delicious sticky goodness may be enough for many, but it takes more than a tasty product to make a brand stand out.

Is your organization the best kept secret?

Five words I hate the most. “We're the best-kept secret." These five words have been spoken in almost every first meeting I've ever had with a nonprofit client.