Sr. Director of State Communications & Engagement, <\/em>Best Buddies International<\/em><\/a><\/p>\n What\u2019s the first tactic that comes to mind when you imagine nonprofit marketing?<\/p>\n My first thought was, \u201cOh no, they’re going to ask me for money.\u201d That’s not only wrong but, ironically, not very charitable. <\/p>\n Lise Lozelle shuts that myth down in no uncertain terms.<\/strong> And pay attention, you for-profit marketers; this advice is for you, too.<\/p>\n \u201cYou don\u2019t marry someone on the first date,\u201d Lozelle laughs. \u201cIf you want someone to give money to you, you need to make them feel good about it first.<\/strong>\u201d<\/p>\n In practice, that means the majority of Best Buddies\u2019 marketing efforts focus on brand building, not solicitation.<\/p>\n \u201cLet’s build a relationship with people and give them bite-size pieces of how they can learn about your organization.\u201d<\/p>\n Even here at Masters in Marketing, <\/em>we make sure that you get a certain number of educational emails before you ever see a marketing blast.<\/p>\n So slow it down. Wine and dine \u2019em first. Make your prospects fall in love with your brand before you pop the question: \u201cWill you make me the happiest marketer in the world and click this CTA?\u201d<\/p>\n \u201cWhat brands can learn from nonprofits is that you have to stand for something. Especially with this next generation,\u201d Lozelle says. \u201cYour consumers want to know what your company does to make the world better.\u201d<\/p>\n And the data proves her point. HubSpot research<\/a> shows that 82% of consumers want to buy from brands that share their values<\/strong> \u2014 and that number climbs still higher for Gen Z.<\/p>\n \u201cBrands that don\u2019t understand that are going to feel some pain from this next generation.\u201d<\/p>\n As a marketer, you may not control your company\u2019s values, but you do shape how those values are presented to your audience.<\/p>\n This doesn\u2019t have to be big. Maybe you share how you use only compostable packaging. Maybe your social account proudly shows employees on volunteer days. Maybe your ads feature a diverse cast of models.<\/p>\n But you do have to walk the walk. The internet is rife with brands being punished for performative activism. (Take a second to google \u201ccharity washing,\u201d \u201cgreenwashing,\u201d or \u201crainbow washing.\u201d)<\/p>\n \u201cMake sure your brand ethos aligns with your brand personality,\u201d Lozelle cautions. \u201cWhen those are at odds, the market will tell you.\u201d<\/p>\n \u201cThere is so much clutter \u2014 just in general, but certainly in the nonprofit space \u2014 in terms of asks and messaging.\u201d<\/p>\n The people you\u2019re trying to reach are swimming<\/em> in calls to action. How does any brand cut through, for-profit or non?<\/p>\n \u201cFor us, it\u2019s about letting the participants tell their stories,\u201d Lozelle says. \u201cConnecting people directly to the work that we do, as opposed to me as a marketer telling that story.<\/span>\u201d<\/p>\n When you\u2019re floating in that sea of slick, beautifully crafted brand stories\u2026 sometimes it\u2019s the raw truth that stands out.<\/p>\n![\"Click](\"https:\/\/no-cache.hubspot.com\/cta\/default\/53\/bcbe2652-03f9-49fe-b517-acedc47b6f27.png\")
<\/a><\/strong><\/p>\n![\"lise-lozelle-mim\"](\"https:\/\/web-stil.info\/wp-content\/uploads\/2025\/04\/lise-lozelle-mim.webp\")
<\/h2>\nLise Lozelle<\/h2>\n
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Lesson 1: You don\u2019t marry someone on the first date.<\/h2>\n
![\"Lise](\"https:\/\/web-stil.info\/wp-content\/uploads\/2025\/04\/lise-lozelle-mim-marry.webp\")
<\/p>\nLesson 2: Stand for something. (But do it authentically.)<\/h2>\n
![\"Lise](\"https:\/\/web-stil.info\/wp-content\/uploads\/2025\/04\/lise-lozelle-mim-stand.webp\")
<\/p>\nLesson 3: Let people tell their<\/em> story.<\/h2>\n
![\"Click](\"https:\/\/web-stil.info\/wp-content\/uploads\/2025\/04\/e1f0958d-1b15-418e-b4db-45ee531f71af.png\")
<\/a><\/span><\/p>\n![\"\"](\"https:\/\/track.hubspot.com\/__ptq.gif?a=53&k=14&r=https%3A%2F%2Fblog.hubspot.com%2Fmarketing%2Fbrand-building-brilliance-from-best-buddies&bu=https%253A%252F%252Fblog.hubspot.com%252Fmarketing&bvt=rss\")
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