Non-Profit Communication Model

I was raised in a family that has always tried to leave the environment a better place than they’ve found it in anyway they can. Growing up in such a family led me to volunteer for several non-profits such as the Tiburon Audubon Society and the Golden Gate Raptor Observatory.

Fast-forward to 2023 in the University of Oregon’s Advertising and Brand Responsibility Master’s program where we run through dozens of campaigns that address topics of climate, racial injustice, gun control and how those brands effectively put themselves in the conversation. I was particularly focused on how on topics of climate and the environment it was always large corporate brands making comments and taking stands on the matter. It hit me how non-profits who are actively fighting to fix these issues are almost never seen (other than the World Wildlife Foundation). 

I began to ask why this was the case for all non-profits too and quickly realized it can be broken into two pieces: cost and creative execution. Money makes the world move unfortunately and as non-profits, they tend to be tighter on funds. They also have so many creative people in their organization but miss a critical piece when making impactful work: a strategy.

This is where my model comes in play. It’s really more of a playbook than “model” but model certainly sounds more thesis-y, no? This is where I take my experience in advertising to help non-profits focus their creativity in a strategic sound and impactful manner. 

At the end of the book I show all things I’ve talked about into practice and used the local Cascade Raptor Center as my “client”, and made them a whole campaign.

I am really proud how the book turned out. I hope you check it out and enjoy!

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