Explore every episode of the podcast How to Market Your Nonprofit

Last episode, we made the case that most nonprofit organizations could get better marketing results by subtracting and focusing: fewer channels, fewer tools, fewer asks.

But what about you personally? How could you get more done by doing less? What we find over and over is this: Most nonprofit leaders don't need to work harder, but they do need to stop spending their best hours on the wrong things.

Recently, two different executive directors confided in Lee that they're stuck. Both run organizations that do life-changing work, and they do it well. But both leaders have spent more than 10 years caught up in tasks instead of goals, and both said the same thing, unprompted: We could be doing so much more if we could get out of this rut.

Lee knows the pattern because he's lived it. Twenty-five years ago he sat on 13 boards, panels, committees, and commissions at the same time. Thirteen. He now caps it at three organizations, and says he makes a bigger difference on all three.

In this episode, Lee shares five signs you're doing too much, and what to do instead.

Doing less isn't doing nothing. It's refusing to spend your best hours on work that doesn't require you.

Most nonprofit marketing advice adds to your list. More social posts, more email, more video, more tools, more data. In this episode of How to Market Your Nonprofit, Counterintuity's Lee Wochner argues the opposite: If your marketing results aren't adding up, the fix may be subtraction. 

Drawing on decades of running nonprofits, serving on boards, and working with hundreds of organizations, Lee walks through eight signs your team is doing too much, and what to do instead. Fewer tools. Fewer metrics. Fewer choices on your website. Fewer asks, made better. Deeper relationships with the donors you already have, instead of an endless chase for new ones. 

Doing less is not doing nothing. It’s focusing on what your team and your budget can deliver successfully. 

Picture a small arts nonprofit. Somebody calls and wants to give $500 a month. A staffer writes down the card number, drops it into a spreadsheet, and next month a colleague pulls it up and runs the charge again. 

That's four things that would make Lauren Wu wince. 

Host Lee Wochner and privacy and compliance attorney Lauren Wu cover what to do instead: where donor data should live, what should never go into an AI chatbot, and the three things any nonprofit can do this week to protect the data it’s entrusted to hold. 

Lauren's advice is clear and doable, even for organizations that are already stretched thin. 

Most nonprofit leaders assume they know where their donors come from, which marketing channels are working, and what's standing in the way of growth. Some of these assumptions are right. But wrong assumptions can lead you down the wrong path, with your team optimizing the wrong things. 

This is part two of Lee Wochner's walkthrough of the discovery questionnaire that Counterintuity uses with nonprofit clients. This episode covers current challenges and friction points, marketing infrastructure and data, and how to define what winning actually looks like. 

One of the most useful questions Lee helps you answer is what single thing is preventing your organization from doubling its impact in the next 12 months? Not growing 10 percent. Doubling. Incremental targets produce incremental answers. Doubling forces you to name the real constraint. 

If you've ever relaunched a marketing tactic that didn't work the first time, aren't sure which of your channels is actually driving results, or think you might need to remap your donor journey from first contact to first gift, this episode is for you. 

Part 1: Who you are and who you're for 

If a stranger asked why your organization deserves to exist, could you answer in one sentence? No grant-speak. A real answer, one that stops them in their tracks and makes them want to help. 

Most nonprofit leaders can't effectively answer that question. Not because they don't know their organization, but because they’ve never sat down and put it into words, out loud, in plain language, with no jargon allowed. 

In this first episode of a two-part series, Lee Wochner walks you through a version of the discovery process that Counterintuity uses before a single word of copy gets written. Eight questions that focus on who your organization actually is and who you're trying to reach.  

Do this work first, and everything that follows, the website, the campaign, the fundraising appeal, is built on a solid foundation. Skip it, and you end up with marketing that's technically competent and strategically hollow. 

Grab a notebook. Let's get into it. 

How one nonprofit leader's absolute focus, discipline, and determination are winning the day despite enormous challenges.Nikki Beasley, executive director of Richmond Neighborhood Housing Services, has spent 10 years turning a dormant organization into a force for housing equity in the San Francisco Bay Area. In this episode, she walks through how RNHS helps first-time homebuyers bust the myths holding them back, why she launched the Emerging Developers Program to build a pipeline of community-based developers of color, and how the "Protect Your Legacy" initiative ensures generational wealth actually transfers to the next generation. 

Nikki also gets candid about the funding pressures shrinking the DEI and philanthropic landscape, how she models an intentional leadership transition, and what she means by "carrying something is not caring."  

Practical, honest, and full of lessons any nonprofit leader can use. 

If your nonprofit's funding isn't growing the way it should, the problem may not be what you think it is. 

In this episode of How to Market Your Nonprofit, host Lee Wochner makes the case that most fundraising challenges are really marketing challenges in disguise. The organizations that raise the most money have simply reached more of the right people: donors, funders, and advocates who heard about them long before any ask arrived. 

Lee breaks down why working the same donor list harder produces diminishing returns every year, what it actually takes to reach the right audience, and one question every nonprofit leader should be able to answer but often can't. 

If your mission is strong and your work is real but the funding isn't keeping up, this episode will show you where to look. 

If your website traffic has softened, your email open rates have slipped, or you're wondering whether your Google Ad Grant is still worth it, you're not imagining things. The marketing landscape has fundamentally shifted, and AI is driving most of it. 

Counterintuity CEO and Creative Strategist Lee Wochner cuts through the noise to explain what's actually happening and what nonprofit leaders can do about it right now. He covers the "zero-click universe" and what it means for search, the honest state of the Google Ad Grant, and five practical tactics you can act on today. 

Your mission, your community trust, and your real human stories can be competitive advantages in the AI era. Lee walks you through how to use them. 

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. 

When the phone rings at 3 a.m., the story is out, and a narrative is forming. What you do in the next five minutes may be the most important thing you ever do for your organization. 

PR veteran Mike Swenson, who spent more than 30 years advising nonprofits and corporations through crises, says the organizations that come out stronger are almost always the ones that were ready before anything started. 

Most organizations make the same mistake: They react instead of responding. In the age of social media, the difference can be fatal to your reputation.  

Here's what prepared organizations do differently: Before any crisis arrives, they identify a crisis team drawn from across the organization, map every plausible risk, establish the first seven steps they'll take, build three to five key messages for each potential scenario, and designate a spokesperson. When the phone rings, there's no scrambling. The team is already assembling, the first message is already drafted, and the organization is on offense within minutes rather than hours. 

Nonprofits have a real advantage in a crisis that most executives underestimate: goodwill. 

 Years of community trust, a board of engaged civic leaders, corporate partners, and loyal volunteers are assets that can actively carry an organization through a difficult moment, if leadership knows how to activate them. (There's a sharper edge to this: The same mission-driven identity that makes a nonprofit scandal feel like a bigger betrayal is also what gets you forgiven faster, if you handle it right.) 

Mike also makes the case for measured response over reflexive action. When a named person or associated organization gets caught up in a public controversy, pausing before acting (gathering information before making a final call) is almost always better than a quick decision you can't walk back. 

The fundamentals of good crisis communication haven't changed: Be authentic, be succinct, and repeat your message more times than feels comfortable.  

What has changed is the speed at which you have to do all of it. And whether you're navigating a crisis or just trying to communicate more effectively every day, those three principles are a good place to start. 

Mike brings a perspective few crisis advisors have. He spent years as a broadcast journalist and television reporter before serving as press secretary to a governor, which means he has sat on every side of the table. He knows how reporters think, how politicians survive, and how organizations fall apart when they aren't prepared. 

The media environment makes all of this harder than it used to be. Newsrooms are a fraction of what they were, reporters are stretched across multiple states, and the old news cycle (morning paper, evening broadcast) is gone. The story moves whether you're ready or not. 

The good news is that getting ready doesn't have to be complicated.  

Mike Swenson developed a simple five-step process called Crisis Track, and in this episode, he walks former newspaper editor and reporter Lee Wochner through how it works and where you can go to put it into practice for your own organization. Any nonprofit, regardless of size or budget, can build a plan. 

So if the phone rings at 3 a.m., you're already on offense. 

Links 

https://crisistrak.com/ 

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. 

Instagram has fundamentally changed in the past year. Many of the "best practices" that social media managers have relied on are out the window: Hashtags don't work the way they used to, the algorithm is now powered by AI, search behavior has replaced social discovery, and reels dominate everything else. 

If your team uses Instagram (especially if they use it the same way they have for the past 2-3 years), this episode is essential listening. 

Lee sits down with Counterintuity social media strategist Jaclyn Uloth, who breaks down what actually changed on Instagram, why it matters for nonprofits, and what your team should be doing differently in 2026. 

What you'll learn: 

The algorithm shift: Why Instagram now works like a search engine instead of a photo-sharing app, and what that means for how people discover your nonprofit 

The death of hashtags: How keyword-based search replaced hashtags, and how to optimize your content for AI-powered discovery 

The 2,000-character opportunity: Instagram now allows much longer captions — here's how nonprofits can use this for educational content without overwhelming followers 

Why reels matter: The data on why short-form video dominates the algorithm, and how to create reels even if you don't have a dedicated video team 

Authenticity over polish: Why "messy" behind-the-scenes content actually builds more donor trust than professional, polished posts 

The consistency factor: The surprising stat about how often most nonprofits post (and why showing up regularly matters more than posting perfectly) 

The 3-thing strategy: If you're working with a small team and stretched thin, here are the only three things you need to focus on 

What's different about Meta in 2026: How Instagram and Facebook work together, and why understanding the Meta ecosystem matters for your strategy 

This episode is perfect for nonprofit executives, development directors, marketing managers, and anyone responsible for social media strategy who wants to understand what's actually working now. 

Whether you're just getting started with Instagram or you've been posting for years, you'll walk away with a clear understanding of what changed, what matters, and what you can implement today with the resources you have. 

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. 

Most nonprofits don’t have a marketing problem. They have a clarity problem.  

In this episode of How to Market Your Nonprofit, Lee welcomes branding and nonprofit strategist Anika Jackson to explore how unclear identity, hesitant leadership visibility, and scattered messaging quietly decrease impact and support. 

Drawing on their work with mission-driven organizations, Anika and Lee reveal why branding begins long before logos or campaigns, how executive voice and personal credibility shape donor trust, and why many nonprofits struggle not because their work lacks value, but because their story is hard to grasp quickly.  

The conversation provides practical ways leaders can bring alignment across channels and effectively adapt to changing platforms and tools. 

This episode is a quick, strategic launching point for nonprofit executives who want their mission to be understood, supported, and sustained, without chasing trends or losing focus. 

If your nonprofit feels busy but not fully understood, this episode is for you. 

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/

The world has changed — and so has the way people connect, give, and get inspired. 

In this episode of How to Market Your Nonprofit, we take a clear look at what’s shifted since 2020, from fractured attention spans and donor fatigue to new expectations around transparency, personalization, and AI-driven search. 

You’ll learn why the old rhythm of a few big campaigns a year no longer works, and how continuous storytelling, human-centered messaging, and owned channels can help your organization stay visible and trusted. 

Whether you lead communications or oversee the entire operation, this episode gives you a grounded view of what to change now so your marketing fits the moment — and keeps your mission moving forward. 

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. 

Did you catch the Emmy Awards? 

The big winner was the Boys and Girls Club, which got more than a few moments in the spotlight — receiving a generous donation and a few lighthearted mentions from presenters.  

For any nonprofit, that kind of national visibility is a gift. 

What doesn’t make headlines, though, is the hard work happening every day.  

As the largest youth-serving organization in the country — with nearly 6,000 locations nationwide — Boys and Girls Clubs faced a daunting challenge during COVID: keeping kids engaged, connected, and supported. 

Shanna Warren’s chapter met that challenge and came out stronger. 

“The numbers after the pandemic have superseded our numbers before the pandemic.” 

In this episode, Shanna joins Counterintuity CEO and Creative Strategist Lee Wochner to talk about her journey with the Boys and Girls Club. She shares how her team has expanded the organization’s reach while staying true to its mission of mentorship. 

Here’s what you’ll take away from their conversation: 

Leadership under pressure: How the bold decision to keep the club open during the pandemic led to stronger membership and new funding opportunities 

Smart growth: How Shanna’s team expanded beyond pre-pandemic numbers with a new main clubhouse and 32 satellite sites, including a program for deaf and hard-of-hearing children 

Serious business: Shanna’s perspective on running a nonprofit with both heart and strategy 

Tune in to learn how your nonprofit can provide hope and opportunity for your community, too, even if you don’t get a starring role on the Emmy Awards. 

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/

Who? What? Where? When? Why? How?

These key questions for journalists are vital for nonprofits to answer as well. Why? To create a content strategy that increases awareness and boosts revenue from donations, grants, and service offerings.

Having a well-defined identity is crucial for building trust, inspiring action, and fostering long-term relationships with your supporters. In this “solocast” episode, Counterintuity CEO & Creative Strategist Lee Wochner guides you through the eight steps to developing an effective content strategy that gives your communications clarity, consistency, and purpose.

You'll learn:

• How a strong content strategy keeps your team aligned, reflects your nonprofit's values, and maximizes limited resources
• A step-by-step guide to developing your strategy, including defining your identity, understanding your audience, and choosing your tone and language
• Why storytelling is a powerful tool for nonprofit communication and how to choose stories that show your impact and put out a clear call to action
• The importance of creating internal guidelines and a content calendar to ensure consistency and accountability.

"Storytelling is at the heart of nonprofit communication."

Tell your story.

Meet your goals.

Fulfill your mission.

Resources:

• https://goodcalculators.com/flesch-kincaid-calculator/
• https://hemingwayapp.com/

"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.” 

On this essential episode of "How to Market Your Nonprofit," we tackle the urgent question:

What can your organization do, right now, not just to survive, but truly thrive in today's rapidly changing world?

Counterintuity CEO & Creative Strategist Lee Wochner breaks down everything 10 things you need to do now to succeed in our changing world.

The 10-point plan

Lee’s 10-point plan offers actionable strategies to help you adapt with agility amidst economic shifts, technological disruption, and evolving cultural norms.

Highlights include:

• Focus your mission. In times of rapid change, clarity is your superpower. Learn why zeroing in on your core purpose is the critical first step to effective adaptation, avoiding costly "new adventures."

• Seize the hidden opportunity. Dramatic change always brings dramatic new opportunities. Discover how to identify market gaps your nonprofit can fill, inspired by surprising examples like Bubble Wrap, Slack, and even Viagra!

• Take care of your team. Burnout is real, especially in the nonprofit world. Prioritize your staff and volunteers' well-being with mental health resources, check-ins, and active listening. Your team is your greatest asset.

• ASK. FOR. MONEY. This is the game-changer, and an often-missed point! (Believe it or not.) If your sector is in the news due to cuts or crises, the time to ask for support is now. Connect your fundraising appeal to current events and inspire action.

Don’t just hang in there. Don’t just survive.

Go thrive.

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.

Will your nonprofit survive – or thrive?

Socioeconomically, culturally, politically, geopolitically — things are changing so quickly that we all need to reassess — to determine what’s important, how best to survive, and how best to thrive.

Stuart McFaul understands.

He's dedicated to transforming organizations with cutting-edge technology and a powerful sense of social purpose. Stuart McFaul Associates has helped over 250 companies and nonprofits adapt and thrive.

Stuart's advice in these turbulent times?

“Our only path really is taking action right now.”

But how?

In this wide-reaching conversation with Counterintuity CEO& Creative Strategist Lee Wochner, Stuart explains:

• Why you should treat your nonprofit as a business 
• How best to use artificial intelligence
• Why it’s a good time to stay positive

“If you put the business first, the mission will follow.”

So, let's get down to business.

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 nonprofits
• Why fundraising = marketing
• How 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-good

License code: ND2KTG9WZ0J6GV2Q

Nonprofits are dealing with a tsunami of change.

We are too.

Counterintuity’s podcast has a new name and focus: real-world solutions for nonprofit leaders who are ready to take action.
In this episode, our CEO & Creative Strategist Lee Wochner lays it all out: the challenges you face, the changes you need to make, and the chutzpah you need to plan for success.

Lee takes a deep dive into:

• Why we’ve got this new podcast and how it can help you make sense of all the changes, make decisions, and take action – while providing comfort, determination, and a go-get-’em spirit while we’re doing it. You are not alone.
• The dramatic systemic change we’re living through. We’re living in a new era (Tariffs! Funding cuts! Artificial Intelligence!), and successful organizations need to know how to adapt – and then do it.
• How to plan for success—literally, what to do. Dip into six “buckets” of solutions – and don’t forget how your big, hairy, audacious goal can propel you forward through this crazy time.

You’ll get through this. What you do is important. Let’s get to work.

Music from #Uppbeat (free for Creators!):

https://uppbeat.io/t/tatami/its-all-good

License 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, John David Graham, founder of Good Samaritan Home, shares his extraordinary story of overcoming homelessness and building a nonprofit that rebuilds lives.  

From starting a shelter in his own home to managing 19 houses today, John discusses the power of community-driven solutions, the role of accountability in rehabilitation, and how his personal journey shaped a mission of hope and second chances. 

Here's what you’ll take away: 

• Achieve sustainable funding: Learn how partnerships with public agencies can provide financial stability. 

• Transform lives effectively: See how integrating accountability and mentorship can drive meaningful, long-term change for those you serve. 

• Expand your influence: Understand how building connections and engaging locally can open doors to new opportunities. 

• Adapt with confidence: Get insights on staying flexible and resourceful to tackle evolving challenges in your work. 

Don’t miss John’s inspiring story in an episode packed with actionable takeaways that will supercharge your organization.  

Listen now! 

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. 

In this episode, Lee Wochner sits down with Will Hedrick, founder of MyCharity, an innovative donation platform aiming to make fundraising easier and more accessible. Launched in 2022, MyCharity is reimagining the donation experience by pooling donor contributions and providing transparent impact reports that include photos, videos, and even GPS coordinates.  

Will explains why his 100% donation model sends every penny to the field, using a separate fund for operational expenses. You’ll hear about MyCharity’s unique approach to vetting nonprofits and plans to scale its impact by working with small-to-medium businesses and grassroots organizations. 

Tangible takeaways for you: 

• Build trust with transparency. Learn how a 100% donation model can enhance donor confidence and set you apart. 

• Tap into corporate partnerships. Discover how small-to-medium businesses can boost your funding and visibility — even without a full-scale CSR department. 

• Prioritize storytelling. Real, data-backed impact stories resonate most with donors. Will explains how to use photos, videos, and even GPS data to demonstrate results. 

• Diversify your revenue streams. Whether it’s grants, individual donors, or operational contributions, you’ll get tips on balancing fundraising for both impact and sustainability. 

Curious about the future of online fundraising? Listen now. 

“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: 

1. 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. 

1. 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. 

1. 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. 

1. 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! 

In this episode, audience whisperer and social media strategist Jaclyn Uloth shares insights on how nonprofits can up their social media game. Whether you're looking to boost donations, engage volunteers, or grow awareness, Jaclyn breaks down essential tips that every nonprofit leader needs to hear.

What’s the #1 thing you need to know about your audience before creating content?

Spoiler: It’s all about speaking their language, but Jaclyn explains how to do that effectively.

What’s one surprising tool you’re probably not using enough on social media?

Hint: It’s already at your fingertips, and it could change the way you measure success.

Why does obsessing over analytics hurt more than it helps?

Jaclyn shares why checking your data too often can backfire — and how often you should be looking at it.

Handling negative feedback — should you respond or stay silent?

Jaclyn’s approach might surprise you! Hear why embracing criticism could be your best strategy.

What’s the most important step when starting a new socialmedia campaign?

If you’re tempted to skip this, don’t! Jaclyn explains why this first step sets the tone for everything that follows.

Want to grow your audience? Here’s why you can’t rely onorganic posts alone.

Jaclyn reveals the truth about building your following — andthe investment that really pays off.

All this and more in this episode of That’s What C! Said.

Maria "Alex" Alexander is an inspiration. 

As Executive Director of the Center for Living and Learning, Alex draws on personal experience to empower individuals who face barriers to employment and reintegration — challenges she knows all too well. 

In this compelling episode, Alex opens up about her remarkable journey from homelessness and incarceration to leading a thriving nonprofit — and how her inspiring personal story has become a powerful tool, helping to secure essential support and drive policy change. 

From Alex's experience, you will learn valuable takeaways, including: 

• How to effectively use personal narratives to build authentic connections with stakeholders and funders. 

• Strategies for leveraging your own story or those of your beneficiaries to influence public perception. 

• Ways to motivate your team and inspire confidence in your leadership. 

Tune in to learn how sharing the right story can lift your organization’s mission and impact. 

alex@center4living.org

https://center4living.org/

In this episode, Scott Mason joins Lee to talk about how his team at Rose Brooks Center uses innovative fundraising strategies — blending traditional and modern approaches — to support their life-saving services for domestic violence survivors.

Here’s what they do:

Direct mail as educational outreach: Rose Brooks Center enhances its direct mail by including essential resources like safety plans. This approach educates and informs recipients, turning each mailing into a powerful tool for awareness.

Tip: Blend fundraising with mission-driven content to achieve multiple goals with your communications.

Personalized donor stewardship: Rose Brooks Center excels in personalized stewardship, maintaining strong relationships with supporters through tailored communication.

Tip: Effective personalization makes your donors feel directly connected to the impact of their contributions, leading to greater engagement and increased giving.

Cross-channel engagement: Rose Brooks integrates QR codes in printed newsletters, connecting traditional and digital fundraising. This approach ensures all donor preferences are accommodated, boosting contributions.

Tip: You can implement similar strategies to track engagement and facilitate online donations, even from those who prefer physical mail.

Impactful events: Events like Rose Brooks’ Safe Futures Brunch serve dual roles—raising awareness and engaging new advocates.

Tip: Design events to do more than just fundraise. Use them as platforms to educate, inspire, and turn attendees into long-term advocates for your cause.

Whether you're looking to deepen donor relationships, enhance your outreach, or create special events that truly connect with supporters, this episode is packed with actionable insights that will help you drive deeper impact in your community.

Don’t miss out on these powerful tools to take your mission further. Listen now.

https://rosebrooks.org/

Host Lee Wochner sits down with Angela Landsberg, Executive Director of the San Diego County Dental Society, for an insightful conversation on the vital role of community involvement and collaboration in nonprofit success.  

Angela's journey from local politics to nonprofit leadership shaped her approach to using community engagement to create impactful change. In this episode, Angela shares actionable insights on: 

• The importance of involving the community in decision-making processes 

• How collaborative leadership can drive organizational success 

• Practical strategies for digital transformation and marketing in the nonprofit sector 

• Ways to build strong relationships with board members and prevent burnout among staff 

• The critical need to balance tradition with modernization and ensure access and inclusivity for all 

Whether you're a seasoned nonprofit executive or just starting your leadership journey, Angela's experiences and actionable insights will help you build a more engaged and collaborative community.  

"It's interesting when you actually involve the community, they take more ownership and they care more." — Lee Wochner 

Tune in and discover how to harness the power of collective effort to drive meaningful change in your organization. 

We’re always scouting for people making the world a better place. Bobby Click is one of those people.

In this powerful episode, Lee joins Bobby, the dynamic executive director of Safe Sport Matters, to tackle one of the most critical issues facing youth sports today: abuse prevention. Drawing from his background as a public defender and seasoned investigator, Bobby brings expert knowledge and shows a passionate commitment to protecting youth athletes.

What you'll discover:

Abuse is everywhere
From local community programs to national sports leagues, abuse can occur anywhere. Bobby shares real-world examples and high-profile cases, illustrating the necessity for vigilance and robust policies.

“While I was at the U.S. Center for SafeSport, we were getting anywhere from 150 to 200 reports of abuse a week." — Bobby Click

How to prevent it
Bobby explains the different types of abuse — sexual, physical, and psychological — and offers insights into effective prevention measures within youth sports programs.

Why education matters
Discover why mandatory training for coaches, staff, and volunteers is essential. Bobby highlights how education can empower teams to recognize and prevent abuse, fostering a safer environment for all participants.

Holding organizations accountable
Learn how thorough investigations and accountability measures can strengthen the integrity and trustworthiness of sports organizations. Bobby discusses the role of external investigators and the importance of responding to allegations effectively.

Bobby’s story will leave you informed, inspired, and ready to take action. Whether you’re a sports organization leader, a coach, or a concerned parent, this episode is packed with invaluable insights to help champion safety in youth sports.

https://uscenterforsafesport.org/parents/ (Parents training) 

https://safesporttrained.org/#/public-dashboard (youth) 

https://safesportmatters.com/

Bobby Click bclick@emfig.com

Learn how in this episode of That’s What C! Said.

It’s Counterintuity’s 18th anniversary! To celebrate, we're taking a look back and tackling frequently asked nonprofit marketing questions in a special episode of That's What C! Said.

In this must-listen episode, you'll discover:

How can I execute digital marketing on a tight budget? Learn how to create a strategic roadmap that aligns every marketing initiative with your core objectives, ensuring every dollar counts.

What should my marketing budget be? Find out why the traditional 5% to 15% rule isn’t always accurate and how to prioritize affordable, phased strategies to avoid "funding to fail."

How do I better differentiate my organization? Get actionable tips on crafting a distinct brand identity and strategic positioning to effectively communicate who you are and reach the right audience.

How can I stand out in a crowded digital space? Understand why creativity is key to increasing visibility and impact, and how to make your marketing efforts eye-catching and memorable.

How do I keep up with changing digital trends? Discover the importance of continuous monitoring and adaptation in your digital marketing strategy to keep your campaigns relevant and effective.

Tune in now to get inspired and equipped with strategies to take your marketing efforts to the next level!

P.S. Have a question? Send it our way — we’ll cover it in a future episode!

In this enlightening episode, Lee sits down with Wendy White, CEO of Face It Together, to discuss a pioneering approach to fighting addiction that's reshaping how restorative support and care are provided.

Is it time we rethink how to approach client interactions, community integration, and personalized support?

Whether you're dealing with education, mental health, homelessness, or more, the core principles from this episode will elevate your impact and reach.

Holistic care: Discover Face It Together's radical approach to addiction, which prioritizes overall life improvement over sobriety alone. This model is driven by data and personalized support, focusing on the individual's broader social, economic, and personal context.

Peer coaching as a tool for change: Uncover the significant role of peer coaching in recovery and how these principles can be adapted to enhance the care you provide, regardless of the sector.

Supporting the supporters: Explore how Face It Together uniquely offers support programs for the loved ones of individuals struggling with addiction, a critical but often neglected aspect of recovery processes.

Applying these methods to your organization: Whether you deal with health, housing, education, or community development, the principles of holistic support and personalized care can revolutionize your approach.

https://www.wefaceittogether.org/

https://www.linkedin.com/company/face-it-together/

Every nonprofit has a story, one that can awaken widespread support throughout its communities.

Communications experts Beverly Durham and Lee Wochner discuss how public relations in the modern age helps organizations connect directly with a variety of audiences (not just the media), including internal stakeholders, elected officials, and the people they serve.

In this episode, learn how modern PR can create a story that gives voice to your organization’s identity and mission, going beyond simply disseminating information to building and sustaining emotional bonds.

Uncover the essence of modern PR: Learn how public relations acts as the bridge between nonprofits and their diverse publics, from donors to service recipients and everyone in between.

Storytelling mastery: Learn strategies for crafting compelling stories, illuminating the critical impact your nonprofit makes in the community.

Insider expertise: Beverly shares invaluable insights on creating a magnetic brand identity and ensuring that your organization's actions align seamlessly with its core values.

Crisis management wisdom: Gain tips on handling potential PR crises with grace and strategic acumen, ensuring your nonprofit maintains its integrity and public trust.

The transformative power of modern public relations is shaping the future of nonprofit engagement. Tune in to learn from Beverly Durham and Lee Wochner as they reveal the strategies and insights that can elevate your organization’s reach and impact.

https://www.linkedin.com/in/beverlydurham/

https://www.bldcomms.com/

https://www.counterintuity.com

Is your nonprofit leveraging its real estate effectively?

Lee Wochner and real estate expert Barry Burnett explore the intricate dynamics behind successful real estate management for nonprofits. This episode reveals when it's beneficial for nonprofits to hold onto property and when it's strategically advantageous to divest.

Discover the nuanced relationships between real estate management and fulfilling your mission, and gain insights into effective strategic asset management tailored for the nonprofit sector.

https://barryburnett.net/

In this episode, Lee is joined by Paul Jan Zdunek. The two recount critical aspects of executing a successful organizational turnaround for the Pasadena Symphony and Pops. Zdunek’s strategic prowess and Counterintuity’s innovative marketing reinvigorated the Symphony's brand and connection with the community.

Facing your own crisis?
Strategic crisis management can offer a lifeline. Understand the steps and strategies employed by Zdunek to steer the Pasadena Symphony and Pops away from the brink of closure, offering a roadmap for nonprofit leaders facing similar crises.

Struggling to engage your community and stakeholders?
Discover how effective engagement can turn the tide. Learn the art of rallying community support and engaging stakeholders effectively, a pivotal move that played a significant role in the organization's recovery and future sustainability.
Marketing can be the secret weapon in your turnaround.
Discover how Lee Wochner and the Counterintuity team’s marketing expertise helped transform the public image of the Pasadena Symphony and Pops, making the case for the vital role of creative branding and targeted communication in reviving and sustaining nonprofit organizations.

Need a dream team to navigate through storms?
Zdunek shares his approach to assembling a visionary team capable of executing the organizational turnaround, emphasizing the importance of leadership in guiding nonprofits through challenging times.

Looking to future-proof your organization?
The episode provides strategies for ensuring the long-term success of a nonprofit, highlighting the importance of innovation, community connection, and adaptive organizational structures.

If you are navigating your organization through turbulent waters, looking to enhance public engagement, or laying the groundwork for a thriving future, this podcast episode offers a treasure trove of strategic insights and practical advice.

www.pauljanzdunek.com

Now is the time to kick-start your end-of-year fundraising efforts.

You read that right.

March might seem way too early, but with nonprofits generating up to 30% of their annual revenue in December alone, planning ahead is not just wise — it's essential.

In this episode, Lee Wochner shares invaluable insights and practical steps to ensure your campaign moves potential donors and thrives in a mobile-first world. From leveraging digital advertising and heartwarming video content to rigorous testing and optimization, this episode is packed with actionable advice to maximize your year-end fundraising.

Tune in to discover how an early start can lead to a prosperous December. Don't wait for the holiday decorations to go up; the time to act is now.

A special two-part episode

PART I
Strategic advice (and how to embrace it when you really don’t want to)

The expert advice you just got will shake things up. But the idea of acting on it is daunting. In this special episode with David McGraw, the dynamic CEO of Oyova, we take an all too familiar journey into strategic advice — and the courage it takes to embrace it.

PART II
Find your edge: creating a standout nonprofit

In part two, Lee and David zoom in on unique challenges and opportunities in nonprofit marketing and operations. You’ll discover the secret to standing out in a crowded field, the satisfaction derived from streamlining operations, and why choosing projects that align with personal values matters.
Whether you're looking to refine your brand identity, harness the power of digital tools, or simply find inspiration from successful peers, this episode will help you achieve more. Tune in now.

https://www.linkedin.com/in/david-mcgraw-2468262/

https://www.oyova.com/

Michael Brosowski has rescued more than 20,000 children from human trafficking and the danger of living on the streets. And as you would imagine, it hasn’t been easy.

This is an episode you just can’t miss.

Lee Wochner talks with Michael, the visionary behind Blue Dragon Children's Foundation. Their conversation is a treasure trove for nonprofit executives, packed with strategies on overcoming obstacles and making a lasting change within your organization and the world.

Michael’s story reveals actionable insights on problem-solving, the power of hope, and the pivotal role of strategic marketing and global awareness in Blue Dragon's journey.

He shows how effective communication and storytelling have been instrumental in scaling their impact and mobilizing support worldwide using a simple formula:
Celebrate every victory and leverage these moments to fuel your mission and your team.

This episode is a masterclass in leading an organization with courage and innovation. Whether your aim to enhance team motivation, boost fundraising, or expand your impact, Michael's experiences and strategies are invaluable.

Tune in to equip yourself with the knowledge and inspiration to lead your organization to new heights.

https://counterintuity.com/

https://www.bluedragon.org/

https://www.linkedin.com/in/michael-brosowski/

Do you feel like your message gets lost in the noise? Struggling to engage with donors and volunteers effectively?

It's time to awaken your brand's story.

With insights from branding luminaries Lee Wochner and Peter Wilken, the author of "Dim Sum Strategy," this podcast episode is your guide to overcoming these hurdles and transforming your nonprofit. Wochner and Wilken, conceptual creative thinkers, provide the strategies to control and shape the perception of your brand and make your nonprofit stand out. Learn actionable strategies to revitalize your brand and connect with your audience.

Join Lee and Peter on a journey into the essence of branding, where perception is key.

https://counterintuity.com/podcast/

Email: peter@dolphinbrandstrategy.com

Website: https://www.peterwilken.com/

LinkedIn: https://www.linkedin.com/in/peterwilken/

Lighthouse SLP: https://lbsa.peterwilken.com/cbo-masterclass

Feeling the weight of your mission? Let Liz Bloomfield lift your spirits. In our latest podcast, this former British Army officer and nonprofit virtuoso shares her blueprint for thriving in the face of global challenges.

As the driving force behind Ripple Effect Images, Liz amplifies stories of empowerment and hope. Beyond that, she coaches leaders like you to transform exhaustion into action and impact.

Dive into a conversation that will recharge your purpose and strategy. Don't miss this chance to refuel your passion and multiply your impact.

Listen now and join the movement towards a more just and vibrant world.

Learn more about Ripple Effect Images at https://www.rippleeffectimages.org/ 

Watch Hindou address water scarcity in Chad: "Mapping Survival" at https://www.rippleeffectimages.org/films/ 

Watch the village of Piplantri and their celebration of girls: "For Every Girl, a Forest" at https://www.rippleeffectimages.org/films/

In Fiscal Year 2021-22, public defenders reported that they were appointed to 521,377 cases (including re-opened cases) representing 431,519 clients.

By one recent estimate, public defenders were appointed to over 520,000 cases in the United States, representing more than 400,000 clients. For many of these clients, those public defenders are potentially all that stands between them and prison.

Now imagine you’re running the nonprofit that unites and works with public defenders across the U.S. That’s a position to be taken seriously.

In addition to being the Executive Director of the National Association for Public Defense for almost three years, for 25 years, Lori James-Townes has been a leader in public advocacy and social justice. Now her focus is on helping public defenders across the land, and in correcting the ills of our social justice system. Why does America have more people in prison than any other nation in history? That’s just part of what she shares with us today on "That’s What C! Said."

How do you know if your marketing plan is making progress? Numbers. Numbers. Numbers. Unlike creativity – which is rooted in subjectivity – numbers are embedded in objectivity. You can’t dispute them. The question is, which numbers paint an accurate picture of marketing performance?

The answer is RELER – reach, engagement, leads, exits, and revenue.

• Reach – The total number of people you’re reaching.

• Engagement – The number of people actively engaging.

• Leads – The uber of donors or prospects of sales or donations.

• Exits – The number of people who left and how/why they left.

• Revenue – The total dollars brought

How to measure engagement:

1. Add up your total engagements from the past 30 days (interactions, shares, comments, reactions, etc.)
2. Divide by the number of followers you have in your social accounts together.
3. Multiply by 100.

Formula – (Total engagements ÷ number of followers) x 100

Example – (350 ÷ 10,000) x 100 = 3.5%

Tune in for more marketing math and how to measure your success.

Measuring metrics worksheet

Vision? Check. Branding and voice? Check. Marketing strategy? Check. But... what about budget?

If you've been following planning series for 2024, you've set a goal, created strategies and tactics to get there, and planned each step. Now what’s your capacity to tackle these projects? Do you have enough people power? What are the costs of execution?

In this episode of C! Says, Lee Wochner highlights the need to scrutinize expenses and review revenue sources critically. Regularly checking your budget will be vital to the execution of your marketing plans and success of your company.

Tune in to That’s What C! Said for insights on navigating 2024! 📊💡

Budgeting worksheet.

You have your vision. Your brand. Your voice. Your strategy. What's next? Marketing. Now that you've identified your starting point and destination, it's time to chart the path between them. Map out the steps you need to take, key landmarks for progress, and the necessary stops for recalibration along the way. What social media platforms should you use? Mobile or desktop? Do people still read emails?

In part two of Counterintuity CEO Lee Wochner's "Planning for 2024" series, discover the ways you can create a thorough and successful marketing plan.

Create a marketing plan worksheet.