For many years, nonprofits have faced a double standard. We want them to do great things, but we don’t want to pay them to spend money on branding or marketing or salaries. So they make do with what they have, or seek out pro bono partnerships that often take a back seat to paying clients.
Gratefully, in recent years, there’s been an awakening. Donors understand the tie between brand communications, engagement and impact. Companies recognize the business case for doing good. More than occasional feel-good side projects, shops are investing wholeheartedly in the social sector, building specialized knowledge and expertise to help nonprofits succeed.
Matthew Schwartz, Founder and Executive Director of Constructive, has seen the evolution, and is at the helm of such a shop. He joins us to talk about nonprofits’ impact on the economy, the nuances of value-based business development and the need for a solid book, expertise and focus to win the business you want.