528. How to Foster Trust + Connection with Your Brand (NMS Replay) - Shelley Diamond, UNICEF USA

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Overview

Meet Shelley. She’s a passionate builder of global brands and businesses, with expertise across communications disciplines. As the Chief Marketing Officer at UNICEF USA, she's all about building connections and trust at scale. During the Nonprofit Marketing Summit, Jon and Becky sat down with her to discuss UNICEF’s journey to redefine its brand identity by leaning into trust, authenticity, a deep understanding of its audience and a renewed commitment to the mission🌍 She also shared lessons learned along the journey, key steps her team took to elevate brand relevance and strategies to respond to evolving needs. While you’re here, watch the “I Am” video Shelley mentions to see these concepts in action 🎥 You don’t want to miss this convo.

💡Learn

Overview of UNICEF USA
How to Foster Trust and Connection with Your Brand
Responding to Your Audience

Today’s Guest

Shelley Diamond, Chief Marketing Officer, UNICEF USA

“We want to create an authentic bond, not just a transactional bond.”

— Shelley Diamond, Chief Marketing Officer, UNICEF USA

Episode Transcript

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Episode Highlights

Shelley’s story and journey to where she is today (2:40)
How UNICEF uses research and a data-driven approach to engaging their audience (6:30)
Using earned media to build trust for your brand (11:35)
How the UNICEF team stays focused on their vision amidst the painful realities of the children in crisis (14:20)
How UNICEF builds trust with their community through unrestricted funding (18:20)
An example of when learning from UNICEF's audience led to a change in a campaign direction (24:20)
Measurement they pay attention to and how they inform strategy (34:25)
A powerful moment of philanthropy in Shelley’s life (37:15)

Impactful Quotes

“We are relentless. We won't stop until every child is educated and respected. It's a rallying cry. It's shared with our audience. It's shared internally. It comes directly out of the work that we do.” -Shelley

“We want to create an authentic bond, not just a transactional bond.” -Shelley

“Honestly giving back and helping the world be a better place is in my DNA.” -Shelley

“You have to earn their trust, by respecting who they are as human beings.” -Shelley

“How do you build trust with someone who doesn't actually know you?” -Shelley

“Being data-driven, it's not only a discipline of the marketing team, this extends well beyond marketing.” -Shelley

“All this data is a lot of data, but what does it tell us about people?” -Shelley

“Authentic is a brand attribute that leads to trust.” -Shelley

“Words matter. The way you position messaging matters. The way you invite people in matters.” -Becky

“We want our supporters to see themselves as representatives of the brand and as brand champions.” -Shelley

“I believe these young women are going to change their world.” -Shelley