How to Market Your Nonprofit

From a $25,000 grant to a $50 million organization. Twenty years ago, the Coalition for Responsible Community Development started with a single city contract for graffiti removal in South LA. Today, it's one of the city’s most respected nonprofits, with workforce development, housing, social enterprise, and real estate development all operating under one roof. That kind of growth doesn't happen without smart, community-rooted marketing. In this episode, Lee speaks with CRCD's director of marketing and communications, Alex Medina, about the strategy behind it all: how to reach audiences that have little in common with each other, how to build the kind of institutional trust that unlocks major funding, and how to keep your messaging honest and bold when the world might be telling you to play it safe. If you're ready to think differently about how you connect with your community, your funders, and the people you serve, this is where you start.

On this episode, host Lee Wochner talks with Lori Carmona, CEO of YWCA Greater Los Angeles, about what it takes to lead effectively when everything around you is shifting. With over 25 years of nonprofit leadership experience, Lori brings hard-won wisdom about strategic focus, sustainable revenue, and why great missions need great marketing. Strategic planning is your North Star When Lori stepped into leadership at YWCA, she launched a strategic planning process with her board, staff, clients, and community. The result? A five-year plan with 10 clear goals serving as their North Star, providing direction while staying flexible on tactics. Money for mission "You have to have a good mission to fundraise. But then it takes fundraising to implement your mission," Lori explains. Her organization diversifies revenue through government contracts, individual giving, facility rentals, and earned income. But here's what connects all those streams: marketing. Funders need impact stories. Donors need compelling narratives. None of that happens if you can't communicate what you do. Your competition is Netflix, not other nonprofits "Nonprofits have to share that [marketing] space with companies that have really big budgets," Lori notes. YWCA Greater Los Angeles takes storytelling seriously, with social media, emails, and speaking opportunities all strategically designed to reach different stakeholders. Their Y-Her event and Justice for Her giving circle depend on visibility. Storytelling clarifies the stakes The best stories don’t need drama. They're everyday moments reframed. When a three-year-old says, "I'm brave today," that's courage being built. When preschoolers work through "conflict resolution" on the playground, that's social-emotional development. The job of marketing is to help people see what's actually at stake in the work you already do. Internal marketing matters With 130 staff across 10 locations, Lori uses monthly newsletters, quarterly all-staff meetings, and optional "Coffee with Lori" sessions to keep everyone connected. Your team can be your best marketers if they're equipped. When staff understand the full scope of your work, they become authentic ambassadors. Focus on the face of chaos The biggest challenge? "Focus, I think," says Lori. Mission creep happens when you try to do everything for everyone. Her solution: Define core programs in advance, partner strategically for adjacent needs, and plan for contingencies. "Because we had done the planning ahead of time, when you have these key decisions to make, you can be quicker." Listen now Hear the full conversation, and learn about person-centered service design, board engagement strategies, leading with realistic optimism, and more. Need help connecting your mission to your marketing? Counterintuity can help you explore how to use strategic communications to support your sustainability and impact.

What does marketing really mean for organizations working to make the world better? In this deeply personal episode, Lee Wochner reveals why Counterintuity focuses on helping nonprofits amplify their impact (and why that work matters more than ever). Drawing on influences from Star Trek to Buckminster Fuller, Lee explains how marketing and strategy become tools for positive change when applied to organizations tackling human trafficking, healthcare access, environmental protection, and social justice. You'll hear about: Why nonprofit marketing is mission-critical work, not just promotion How clarifying your message helps you compete for attention and resources What it means to bring hope and determination to organizational communication For leaders running mission-driven organizations, this episode reframes marketing from necessary overhead to essential strategy. It’s the bridge connecting your solutions with the people who desperately need them. Whether you're competing with limited resources or simply trying to do meaningful work in complicated times, this conversation offers a practical perspective and renewed purpose.

Is your nonprofit ready for the seismic shifts reshaping how donors find and support your mission? Lee sits down with marketer Tom Malesic to explore how nonprofits can thrive amid unprecedented change. From the rise of generative AI and zero-click search to the freeze in federal funding, this episode tackles the challenges keeping nonprofit leaders up at night and reveals the opportunities hidden within them. Why donors can’t find you (and how to fix it) Discover why ChatGPT and Google's AI are becoming the new Yellow Pages and what generative engine optimization (GEO) means for your nonprofit's visibility. How to turn your website into your best fundraiser Learn why your website might be showing up to work looking like it just mowed the lawn and how to transform it into your hardest-working fundraiser, volunteer recruiter, and mission ambassador. Stop letting one grant control your future With grants freezing and federal funding uncertain, Lee and Tom discuss why the "tail can't wag the dog" and share practical strategies for building resilient revenue streams, from individual donors to corporate gifts to (yes, really) bingo nights. You have 3 seconds to get the donation Explore how consumer behavior has accelerated, why you have mere seconds to compel action, and how to prioritize your marketing efforts when everything feels urgent and your budget is finite. Why running your nonprofit like a business saves your mission Without healthy operations, you can't serve anyone. Learn how to balance business fundamentals with passion and why "sales" isn't a dirty word in the nonprofit world. If you’re looking for clear next steps in a noisy, fast-moving environment, this episode delivers. Listen now to discover how to turn today's challenges into tomorrow's opportunities. https://www.ezmarketing.com/

Every nonprofit has stories to tell — but how do you keep your content fresh, engaging, and mission-driven week after week? In this episode, host Lee Wochner introduces a powerful tool: content buckets. Think of them as storytelling themes that help you stay consistent, save time, and connect more deeply with your supporters. You’ll hear how to use buckets like: Impact spotlights – real stories of lives changed Behind-the-scenes glimpses – the human side of your staff and volunteers Smart explainers – simple stats, myth-busting facts, and helpful tips Moments that move people – calls to action, campaigns, and events that rally support Thank-yous worth sharing – celebrating wins and showing gratitude Lee also walks through examples for food banks, after-school programs, environmental groups, and arts organizations, so you can see how these ideas translate to your own work. By the end, you’ll have a clear, repeatable way to organize your storytelling, keep your audience engaged, and make it easy for them to say “yes” to your mission. Listen in and discover how a few simple buckets can turn your social media into a steady stream of inspiration and support.

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/

"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.”

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.

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

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, 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.

“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!