The Inspiration Nonprofit Marketers Offer All Brands…

Few understand the challenges of effective marketing on a budget as well as nonprofit organizations do. 

From budget limitations and ROI scrutiny to audience challenges and accountability pressures, every penny spent on nonprofit marketing must yield results, particularly when fundraising.

As a result, nonprofits prize the value of compelling marketing—whether through original content and emotional storytelling, understanding key personas and audience engagement, or establishing trust and building long-term loyalty. Without exceptional marketing initiatives or meaningful collaborations, they know their organizations will fail.

I moderated several sessions at the ANA’s Nonprofit Conference in late February and was amazed by the marketing lessons I took away, especially when many organizations were concerned about funding sources. I wanted to share the wisdom and optimism of some of the leaders I encountered… in hopes that more marketers—whether nonprofit, for-profit, or a combination of both—could find new inspiration.

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The power of nonprofit and for-profit collaboration was particularly exciting. 

The right “purposeful partnerships” do more than complement each other. They both magnify and amplify these powerful connections while driving meaningful impact and business results. And the best partnerships can grow over time….

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Mattel: Play It Forward

Nancy Molenda, Vice President, Global Corporate Events and Philanthropy at Mattel, Inc. shared the story of Brave Barbie, created to bring hope and comfort to courageous young patients battling illness or receiving treatments that cause hair loss.

Some of Mattel’s Partnerships with Nonprofits include:

• Save the Children: Mattel partners with Save the Children on initiatives like the “Make Summer Fair” campaign to support children with books and educational resources during the summer months. 
• Habitat for Humanity: Mattel supports Habitat for Humanity’s mission to build homes for families in need. 
• Boys & Girls Clubs of America: Mattel engages with Boys & Girls Clubs to inspire and prepare the next generation of leaders. 
• Make-A-Wish: Mattel supports Make-A-Wish by providing memorable experiences for children with critical illnesses. 

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Tropical Smoothie Café | No Kid Hungry

Tropical Smoothie Cafe® partnered with No Kid Hungry® To Help End Childhood Hunger.

One dollar from each Sunshine Smoothie purchased contributed to No Kid Hungry. A single dollar helps provide 10 meals to kids. Tropical Smoothie Cafe guests can also participate by rounding up their purchase to the nearest dollar, in-cafe or in-app, to benefit the nonprofit in their effort to end childhood hunger. The partnership has raised over four million dollars since its inception.

The payoff is certainly worth it, as strong partnership benefits go beyond enhanced visibility to high-touch relationships with employees, customers, and donors, as well as significant social impact and business growth.

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Tropical Smoothie Cafe is a US-based fast-casual cafe concept that inspires a healthier lifestyle. It serves better-for-you smoothies, wraps, sandwiches, salads, and flatbreads. The growing national franchise has received numerous accolades, including a top 10 ranking in Entrepreneur’s Franchise 500 and named to Forbes’ Best Franchises list.

No Kid Hungry works to end childhood hunger by helping launch and improve programs that give all kids the healthy food they need to thrive. No Kid Hungry is a Share Our Strength campaign committed to ending hunger and poverty.

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Parity Week: Scoring a Three-Way Win for Women’s Sports

“Parity Week by Gainbridge^®: Investing in the Future of Women’s Sports” is one example of collaboration between for-profit and nonprofit organizations, including Gainbridge, Parity, and the Women’s Sports Foundation (WSF). Gainbridge is an insurtech subsidiary of Group 1001, the Indiana-based financial and insurance collective.

The teaming up of these three organizations is creating a movement to benefit girls and women through sports and education. A highlight of Parity Week is the awarding of grants to develop a long-term positive impact for so many girls and women.

At the November 2024 event, $150,000 in grants were awarded to 21 deserving organizations and athletes that support girls and women through sports and/or education. This year, a twenty-second grant of $22,000 was awarded to Gainbridge® ambassador Caitlin Clark for the Caitlin Clark Foundation, which aims to improve the lives of youth through three pillars- education, nutrition, and sports. (Born on January 22, Caitlin Clark wears the number 22 for the Indiana Fever.) 

Left to Right: Maria Heskin, Director of Marketing and Partnerships for the Women’s Sports Foundation; Leela Srinivasan, CEO of Parity; Mike Nichols, Chief of Sponsorship and Activation for Group 1001, parent of Gainbridge^®

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Constant Outreach Despite the Situation

Laura Thornton, Vice President of Global Philanthropy and Marketing at Children International, discussed the 2025 trends shaping the nonprofit sector following the ANA’s Executive Roundtable.  

Her advice can be applied to any brand:

1. Ensure continual outreach to all constituents while communicating plainly and transparently about all situations– no matter how difficult.
2. Encourage new programs and market in new ways to make a difference.
3. Use storytelling and straightforward language with a call to action

“Keep in mind that the power of the work will support the cause,” says Laura Thornton.

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It’s Not the Words: It’s the Work

When the American Heart Association (AHA) was founded a century ago (June 10, 1924), heart disease was often seen as an incurable condition with no available treatment options. However, the AHA’s founders believed that a better understanding of heart disease would lead to effective treatments.

However, Gerald Johnson, EVP of Health Equity and Chief Diversity Officer for the American Heart Association, believes that AHA’s Second Century must advocate health for all. 

Gerald Johnson highlights the difference between “words versus work.” He reminds us that when certain words become politically or emotionally charged, opt to describe things differently.

He advises, “Use storytelling to underline purpose. Let’s keep doing the work and continue to be excited about the mission. Forget the nuances or ‘codes’ of certain words. Let the work be the hero.”  

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Well-Known, But Not Necessarily Well-Understood

Whether reacting to changing market conditions, new leaders, or an organizational strategy update (or all of the above), all marketers have to plan and execute with fast-changing, incomplete information. Amy Durham shared how she’s leveraging a brand refresh effort through research (thanks to a donor gift) to prepare for a new marketing initiative that helps to overcome misunderstandings.

She outlined a number of misperceptions:

No, Habitat for Humanity houses are not free. Families who are in need of decent, affordable housing apply locally to Habitat for Humanity for homeownership. Their ability to repay an affordable mortgage or small loan is among the selection criteria for becoming a Habitat homeowner. Plus, they receive financial education and complete several hundred hours of “sweat equity” working alongside volunteers.

No, former U.S. President Jimmy Carter did not start Habitat for Humanity. While the organization is deeply honored to have had President and Mrs. Carter as Habitat’s most famous volunteers, Habitat was founded by Millard and Linda Fuller in 1976.

And her most memorable advice may be what she calls the differentiator. “If you want someone to understand your brand or mission clearly, assume you have two minutes to explain it to your grandma at a BBQ or your average 11-year-old. There’s no better way to focus your message!”

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Stability Can Be a Superpower

While most people know that Consumer Reports provides unbiased reviews, ratings, and buying advice on various products and services to help consumers make informed decisions, many do not realize it is an 88-year-old nonprofit organization. Consumer Reports conducts independent testing, investigative journalism, and consumer-oriented research to improve the marketplace and advocate for consumer rights. 

Embracing an organization’s legacy and evoking nostalgia to reaffirm one’s commitment to a mission are ways to navigate uncertainty.

He adds, “Stability can be a superpower in volatile times, as can agility. Positivity, nostalgia, and trusted information can make a difference in marketing right now.”

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Mission-driven, nonprofits are dedicated to allocating a significant portion of the funds they raise to their cause.  While their objectives are clear, their challenges are often more demanding than those encountered by their for-profit counterparts. This also means that their lessons are more salient.

Let’s not forget some basics… In a for-profit enterprise, customers exchange money for a specific product or service that fulfills their needs or desires. However, when individuals contribute financially to a nonprofit organization, gratification may not be as immediate or tangible. If a nonprofit is new, potential donors might be uncertain about how their contributions will be used, leading to hesitation in making donations.

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BIOS

Nancy Molenda

Vice President, Global Corporate Events and Philanthropy / Mattel, Inc.

Nancy Molenda is the VP of global corporate events and philanthropy at Mattel, where her dedication to creating memorable experiences and forging partnerships with nonprofit organizations helps elevate the brand and reinforce its commitment to making a difference in the world. Ms. Molenda also serves as the executive sponsor for the Mattel Playmakers ERG, which creates playful experiences for employees and their families.  

Allison Shuffield

Managing Director of Corporate Partnerships / Share Our Strength

Allison Shuffield is Managing Director, Corporate Partnerships at Share Our Strength, the non-profit organization behind the No Kid Hungry campaign, where she leads a team to secure and manage the organization’s corporate relationships. Prior to Share Our Strength, Allison honed her corporate social responsibility and cause marketing prowess at Global Action for Children and the American Red Cross. Allison is a graduate of Florida State University, a Miami, FL native, and now calls Washington, DC home. Allison and her husband Andrew became parents in 2019 to triplets (a boy and two girls), who keep them constantly moving!

Mollye Rhea

President and Founder / For Momentum

Mollye Rhea is the president and founder of cause marketing firm For Momentum, where her 360-degree perspective of what fosters success in strategic cause partnerships has allowed her to develop sponsorship strategies for dozens of nonprofit organizations and hundreds of brands.

Previously, Ms. Rhea was the group VP of strategic marketing alliances for the Arthritis Foundation. She also held leadership roles for InterContinental Hotels Group (IHG) overseeing marketing strategy for the Holiday Inn brand.

Maria Heskin

Director of Marketing and Partnerships / Women’s Sports Foundation

Maria Heskin is a marketing leader who bridges passion and purpose serving as the Director of Marketing & Partnerships at the Women’s Sports Foundation® (WSF®), founded in 1974 by sports icon and social justice pioneer Billie Jean King to strengthen and expand sport participation and leadership opportunities for girls and women. A leader and champion of the entire women’s sports ecosystem, WSF is one of the first organizations to recognize the powerful connection between sport access, equity, and society, and has invested more than $100 million to empower girls and women to play, compete and lead – in sports and beyond – without barriers.

Heskin joined WSF in 2019 to build strategic and impactful partnerships with brands that share WSF’s mission to enable girls and women to reach their potential in sport and life, and to drive the growth of the Foundation’s corporate revenue. In this capacity, Heskin oversees the Foundation’s national partnerships with Delta Air Lines, ESPN, Gatorade, Michelob ULTRA and NBC Sports in addition to forging relationships with corporate supporters including Athleta, American Express, DraftKings, Frito-Lay, Tylenol, Unilever and the U.S. Air Force. Additionally, she leads the branding efforts across all of marketing to amplify the critical work that WSF does through advocacy, research and community programming.

Previously, Heskin spent 15 years at Coca-Cola leading experiential marketing initiatives for global brands across the beverage portfolio including Coca-Cola and managing the marketing activation of the company’s Olympic and Paralympics sponsorship across the Sochi, Rio and PyeongChang Games.

Leela Srinivasan

CEO / Parity

Leela Srinivasan is CEO of Parity, a sports marketing and sponsorship platform focused on professional women athletes. In pursuit of its mission to close the gender income and opportunity gap in pro sports, Parity forges partnerships between brands and its community of 1,100+ elite women athletes from 85 sports, including over 300 Olympians and Paralympians.

Prior to joining Parity, Leela was a three-time CMO at online survey platform SurveyMonkey, digital payments provider Checkout.com, and recruiting software firm Lever. She also held marketing leadership roles at LinkedIn and OpenTable, worked for management consulting at Bain & Company, and began her career in sales.

Mike Nichols

Chief of Sponsorship and Activation / Group 1001

Mike Nichols is in his third full year as the Chief of Sponsorship Strategy and Activation at Group 1001, parent company to Gainbridge. In his role, Nichols oversees a sports and philanthropy portfolio that includes the relationships with Pacers Sports & Entertainment (Indiana Pacers, Fever & Gainbridge Fieldhouse), the Billie Jean King Cup “World Cup of Women’s Tennis, “The Annika by Gainbridge” on the LPGA Tour, auto racing partnerships with Andretti Global (IndyCar), Spire Motorsports and Rev Racing (NASCAR), as well as premier naming rights positions with the Indy 500 and the Miami F1 Grand Prix. Nichols completed the negotiation and signed Caitlin Clark to a multi-year brand ambassador deal while she was still in college, making an immediate impact on the Gainbridge brand. He developed the company’s “Parity Week” campaign that celebrated its second iteration in November, as well as the award winning “1001 Hours of Impact” employee volunteer initiative taking place for the third time this summer.

Prior to joining Group 1001, Nichols worked for the LPGA Tour for 16 years in a variety of roles, initially leading the Tournament Business Affairs department and overseeing the annual Tour schedule, to eventually serving as the chief executive for the LPGA Tour’s Official Qualifying Tour, to which Nichols onboarded Epson as the new title sponsor immediately prior to joining Group 1001. While with the LPGA, he also served on the Board of Directors of the Ladies European Tour.

Laura Thornton

Vice President, Global Philanthropy and Marketing / Children International

At Children International (CI), Laura oversees the functions of revenue and growth – global philanthropy, marketing, strategic partnerships, communications, and supporter care/engagement. The revenue and growth team works together with supporters and partners to deliver the resources and encouragement needed to support the organization’s mission to end poverty for good.

Prior to CI, Laura specialized in analyzing data to develop fact-based insights in publishing businesses (Gannett and USA Today) and the agency world (Response Marketing Group/BrannData). She provided direct marketing, analytics, and direct response strategies for clients in financial services, telecommunications, retail, and the entertainment industries. She spent the past two decades at non-profits, including Christian Children’s Fund/ChildFund International leading donor acquisition and philanthropy growth. Laura has a bachelor’s degree in economics and political science from Duke University and an MBA from the University of Richmond.

Gerald Johnson

EVP, Health Equity and Chief Diversity Officer / American Heart Association

Gerald is a New York City native and business leader with a wealth of consumer and B2B marketing experience for several major CPG companies.  As a volunteer, Gerald remains committed to making a different in communities nationally by serving on committees and boards over the years.  As an industry leader, Gerald is currently the Executive Vice President, Health Equity and Chief Diversity Officer for AHA and is responsible for leading strategy, growing investment and driving impact for Equitable Health and Well-being globally

Amy Dunham

Chief Communications Officer / Habitat for Humanity

Amy Dunham leads a global team of nearly 90 tasked with stewarding Habitat for Humanity’s brand across multiple channels and coordinating Habitat’s story among local Habitat organizations in all 50 states in the U.S. and in more than 70 other countries. Amy also serves as a member of the organization’s senior management group, which advises the CEO and sets strategy and policy for the ministry.

Before joining Habitat for Humanity International, Amy was senior vice president of marketing and communications at Strada Education Foundation, a nonprofit social impact organization working to increase equity through clearer and more purposeful pathways between education and employment. In that role, she directed integrated strategic communications efforts to advance Strada’s brand identity, broaden awareness of its programs and priorities, and advance its position with key constituents. She also spent eight years at the NCAA as managing director of strategic communications, responsible for how the association articulated and presented its core values, shaped and managed its brand, communicated with members and employees, interacted with charities, and mapped these efforts back to the association’s strategic communications plan.

Her background also includes serving as deputy assistant secretary of public affairs at the U.S. Department of Homeland Security for four years. In that role, she managed all aspects of communications for the department and its 22 component agencies; she also established and managed the national “If You See Something, Say Something” public awareness campaign

Khalid El Khatib

Chief Marketing Officer / Consumer Reports

Khalid El Khatib is the CMO of Consumer Reports, where he oversees the organization’s revenue-generating teams, including member acquisition and fundraising, and works to elevate the organization’s profile among new, young, and diverse audiences. He’s also an advisor to several nonprofits in the refugee relief space and a contributor to multiple publications, including PAPER and Michelin.

Previously, Mr. El Khatib oversaw marketing and communications for such global brands as GLG and Stack Overflow.