VP's and CMOs - Non-Profit organizations: Media Visibility

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VP's and CMOs - Non-Profit organizations: Media Visibility

VPs and CMOs of global nonprofits are very less cited or featured in articles. Below, we have included some examples of how these people are being featured or quoted in the articles. These representatives do not appear much in the media, and when they do it, they usually mention the work that they do. The majority of content their name appears in, was from the organization itself, typically upon their hire.

EXAMPLES OF QUOTES

  • "We're so excited that OkCupid users now have a way to show support for the ACLU and to stand up for the right to love who you want. There is a special connection people experience when they make a commitment to fight for the rights of others, especially our most vulnerable communities. Through OkCupid, now there's a new way for people with common values to connect and help the work of the ACLU." Michele Moore, CMO of the ACLU, was quoted saying this regarding a partnership with OkCupid to further defend the rights of individuals during what the article called the current political climate.
  • For nearly 100 years, the ACLU has blazed trails, taken on the most difficult fights, and worked tirelessly to protect the civil liberties and rights of every person in this country. The expansion of our membership and supporter bases combined with our legal and advocacy work has given America the strongest ACLU it has ever known, and we will fight just as hard in our next 100 years to create a more perfect union.” The news article covering the nationwide tour of the ACLU to mark its 100th anniversary of fighting for civil liberties and rights mentioned this quote.
  • “Nonprofits traditionally are not known for innovative or very contemporary brand design or communications.” This quote is from Manual, a brand design agency known for work with brands such as Nike and Gap. Their work with Path led them to grow by over 1,600 employees in 70 countries with the employees originating in the countries they reside and work. “If I am in Delhi and I am leading our program in Delhi, they’re not global health issues. They’re public health issues. So we’ve really rethought a lot of the language that we used to be more culturally competent, more appropriate, more reflective of who we actually are as an organization.” They also cite that Path spent years planning their re-branding and brand investment in a nonprofit.

EXAMPLES OF FEATURES

  • Michele Moore, the Chief Communications Officer for the ACLU, was featured in PR Week and was ranked 15 on their power list. They provided an excellent review and stated that she is positioning the group to be a leader in the Trump resistance.
  • Jennifer Roberti got featured in the announcement of her appointment as the Chief Marketing Officer of Save the Children. The article presented her in a favorable light and quoted the pleasure of the president in obtaining her. Also, she was interviewed on Cheddar during the 100 years celebration of the organization.
  • Artis Stevens, Senior Vice President and Chief Marketing Officer of National 4-H Council, was featured in For Momentum, where they interviewed him about the success that led him to receive the AMA Nonprofit Marketer of the Year award and his influence in revitalizing the 4-H brand. The interview had a respectful tone and mentioned five fun facts about him.

STRATEGY

We first identified the top global nonprofit organizations as those would be the most likely to be represented in the news. We then identified their current vice presidents of marketing or chief marketing officers; and searched for news stories related to the non-profit and mentioned them by name, excluding content that originated with the particular organization. We expanded the search for globally focused non-profits located outside of the US, such as UK-based Smile Train. While we were able to identify the marketing director, no news stories regarding her in the last year was available.

Next, we searched the social media pages of the identified marketing representatives to identify any news stories they may have posted or shared that featured their quotes or features. They post and retweet numbers of relevant stories about their causes, but we were still unable to find quotes or features of those that handle the marketing for non-profits.

We searched for award-winning marketers of non-profit organizations and searched for news stories regarding them. This strategy revealed Artis Stevens and also revealed the fact that some of these organizations outsource their marketing innovations, such as Path. Therefore, we had to extend the search to some organizations that worked with non-profits to help them re-brand and market themselves to populations worldwide. We then expanded our research to include marketing campaigns by non-profits and included those results to round out the impression of non-profit organization marketers overall. Unfortunately, none of these turned up direct quotes or features of marketing officers in the media.
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