Nonprofits have the same goal as any company: to increase their reach and spread their message. Normally, that’s what a marketing team does for a company. Large corporations typically rely on an in-house team with a massive budget or an outside agency to build the company brand. Nonprofits have none of that. A nonprofit is expected to create effective campaigns to achieve their mission with a fraction of the budget that corporations have. Most of the time, they don’t even have a marketing team, the work simply gets unloaded onto other positions in the company. So how do they do it?
To answer the question of “how," Meg Goodman spoke with Brooke Wiseman. Brooke is the CEO of Blessings in a Backpack, a charity that mobilizes communities, individuals, and resources to provide food on the weekends for elementary school children across America who might otherwise go hungry. Brooke explains how nonprofits leverage corporate partnerships, volunteer evangelists and social media to compensate for the lack of resources available to them. Read on for a few excerpts from their insightful conversation. And of course, make sure to subscribe to J&See: Views on Marketing to hear a compelling interview like this once a month.