In this episode, we talk with Olivia Giovetti from the Whole Whale team about content marketing and how nonprofits can leverage it. It is also revealed that Olivia originally found out about Whole Whale through content created around Giving Tuesday!

We debunk myths about burst advertising, branding, and customer retention with Dr Margaret Faulkner, Senior Research Associate, Ehrenberg-Bass Institute for Marketing Science at the business school, in the University of South Australia. Margaret’s primary areas of expertise and research are in measuring consumer-based brand equity and advertising effectiveness, with a focus on tracking brand health and the effectiveness of marketing efforts. Her research in the not-for-profit sector shows the importance of the laws of growth for all brands.

Margaret has worked extensively with the Institute’s international clients on a range of projects in both established and emerging markets. Projects include examining the usability of distinctive assets for global brands and helping organizations to take a strategic marketing approach. She is an experienced and engaging presenter.

Margaret’s research has been published in the International Journal of Market Research, Technological Forecasting & Social Change, Nonprofit & Voluntary Sector Quarterly and the Journal of Product & Brand Management.

Find her on LinkedIn

George:   Is it really cheaper to keep an existing donor rather than get a new one? Today on the podcast we are exploring a lot of the myths around marketing in the nonprofit sector. This is Using The Whole Whale, stories of data and technology in the social impact world. My name is George Weiner, your host and the Chief Whaler of WholeWhale.com.

We Interview the founder of Charity Charge, Stephen Garten, about how he got started and how his company is changing the charity credit card game.

Instead of earning miles or bonus points, every transaction with the Charity Charge card allows you to donate 1% cash back to ANY nonprofit of your choice. It’s an easy way to give everyday. Unlike many giving-linked payment cards, the Charity Charge MasterCard issued by Commerce Bank is not limited to a single organization or cause — as with “affinity” cards — and there is no donation-processing fee, so recipient groups get the entire cash-back bonus. Consumers choose target charities when they sign up for the card and can change them at any time.

Stephen has given life to the revolutionary public benefit corporation he named Charity Charge. His journey, both personally and professionally, has been full of difficulties but has ultimately been one of great perseverance and reward. As an Aries, he recognizes that he is loyal and often stubborn, and attributes the birth of his company to his intrinsic refusal to quit.

In 2008, he received an economics degree from Washington University in St. Louis and admits that more of the profoundly educational moments in his life came during his work after graduation. He visited Austin in 2009 and claimed that the city was a, “personification of who he is and who he strives to be.” Several months after his visit, he returned to Austin for good and found a job with the Austin Technology Incubator at The University of Texas at Austin. There, his opportunities for personal and professional growth were numerous and he felt like he slowly gained an education of the real world. After escaping an emotionally exhausting period in his life, he felt like his quest to move to Austin on his own and “grow up” had become a reality.

Webinar with Samra Brouk the Director of Business Development at DoSomething.org. Samra walks us through how DoSomething.org aproaches combining cause campaigns, celebrities and sponsors to drive impact and revenue. DoSomething.org has worked with some of the largest brands in the country to create meaningful campaigns that have engaged millions of young people. Their approach is unique for the sector and during this Whole Whale Live cause marketing webinar they share how they do it.

As DoSomething.org’s Director of Business Development, Samra Brouk leads corporate partnerships at DoSomething.org, the global not-for-profit that empowers Gen Z and Millennials to take action around social causes. With 5MM active members worldwide, DoSomething.org is the largest member organization for young people and social change. She has played a key role in securing funds from top youth brands, including ESPN, 3M, ABC-Disney Television Group, and Johnson & Johnson.

Samra previously worked at the mission-based cleantech company, Recyclebank. While there, she managed strategic municipal accounts for the Northeast and Mid-Atlantic regions. Before moving to the private sector, Samra joined the Peace Corps, where she led health education initiatives in rural Guatemala. Samra led district-wide trainings on classroom management and health education and advised the Ministries of Health and Education on best practices of implementing a health education curriculum.

We interview the authors of The Happy Healthy Nonprofit; Beth Kanter and Aliza Sherman. This book shows you how to shift your organization’s culture by treating self-care as a strategic imperative to do more and do it better.

Buy the book!

Beth Kanter is the author of Beth’s Blog: How Nonprofits Can Use Social Media, one of the longest running and most popular blogs for nonprofits. Beth has over 30 years working in the nonprofit sector in technology, training, capacity building, evaluation, fundraising, and marketing. Beth is an internationally recognized trainer who has developed and implemented effective sector capacity building programs that help organizations integrate social media, network building, and relationship marketing best practices. Beth is an expert in facilitating online and offline peer learning, curriculum development based on traditional adult learning theory, and other instructional approaches. She has trained thousands of nonprofits around the world.

Aliza Sherman first went online in 1987. In 1995, she started the first woman-owned Internet company, Cybergrrl, Inc., and the first global Internet networking organization for women, Webgrrls International. Newsweek named her one of the “Top People Who Matter Most on the Internet.” In 2009, Fast Company called her one of the “Most Powerful Women in Technology.” She is the author of 10 books including The Everything Blogging Book,The Complete Idiot’s Guide to Crowdsourcing and Social Media Engagement for Dummies. She consults and trains executives and teams at companies and nonprofits on leveraging digital technologies to build more meaningful connections with customers and constituents.