419. LIVE from New Orleans: Put the Good Back Into Marketing - Noah Barnett

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While at AFP ICON, Jon and Becky were thrilled to sit down with some of our favorite people (live and in person!) including Noah Barnett, VP of Marketing at Feathr. Tune in for key findings from Feathr’s recently released State of Nonprofit Marketing Report. This report is 24 pages full of statistics and insights built directly off responses from over 400 marketers, fundraisers, leaders, and experts in the nonprofit and association sectors. One big discovery? Nonprofits who began by investing in understanding their community are having the greatest returns as they understand the power of discovery. Remember: Discovery first, strategy second. Tune in for more incredible insights👏

💡Learn

An overview of The State of Nonprofit Marketing Report
How to fight against scarcity mindsets
The importance of identifying what’s working at your org

*This special 3-part knowledge sharing Friday series is bringing you the top insights gleaned the sector’s largest international conference, AFP Icon. Why? Because we believe professional development should be accessible to everyone - not just those with the means to travel✈️

Today's Special Guest
Noah Barnett, VP of Marketing, Feathr

“Marketing is good with a capital G, it’s not a means to the good.”

— Noah Barnett, VP of Marketing, Feathr

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Episode Highlights

Overview of the State of Nonprofit Marketing Report (2:00)
#1 Trend from the Report: People are running on fumes (4:25)
Marketing is mission (6:00)
How to move from channel-first thinking to community-first thinking (9:45)
Noah’s One Good Thing: The best benchmarks are your own data and learning. (13:25)
Where to find the State of Nonprofit Marketing Repor (15:20)

Powerful Quotes

“Over 68% of respondents said that the biggest challenge that was impacting their growth was lack of time, resources and budget.” -Noah

“I have a question and maybe more of a challenge for the sector. Is our lack of budget and resources a true limit or is it a prioritization issue?” -Noah

"We are in the middle of a data revolution, a digital evolution of what is happening, not only in nonprofit but really around the world." -Becky

“Marketing is mission and it's this thought that everything that we're doing now is marketing, it is not a line item.” -Becky

“Everything we're doing, in engagement, with radical connection, with messaging, with storytelling, with the way that we're trying to amplify the good, is marketing.” -Becky

"Marketing is good with a capital G, it's not a means to the good." -Noah

"By moving from channel-first thinking to community-first thinking, we have the opportunity to better understand our audience. Marketing starts with understanding the market.” -Noah

"That’s what marketing is, it's not about email, it's not about social or TikTok or telethons or billboards. It's about moving community and mobilizing them towards some sort of impact." -Noah

"Marketing becomes the mission when your community rises up and they give voice to what they see in the mission. They express it, they interpret it through their testimony, through their own network, through volunteerism, through their giving, through the way they bring others to the table." -Becky

“The one good thing I would share is for organizations to identify what's actually working for them. The best benchmarks are your own data and learning.” -Noah