Non-Profits, defined as charitable, religious, private, political and nongovernmental organizations (NGOs) that do social good and do not return profit to their members or boards, offer unique and daunting marketing and communications challenges.
In my past and continuing roles as a board member, consultant and employee at a number of non-profits in Canada, the U.S. and Haiti, I have experienced some of the most challenging and fulfilling work of my career.
Among the non-profits that our CA14 team has helped prosper, both professionally and by volunteering, are:
the local food bank
several hospital foundations
school committee
refugee organization
Optimist’s Club
adult literacy centre
local choral society
senior’s living centre
indigenous language publisher
Chamber of Commerce
local arts society
several medical and
humanitarian NGOs in Haiti.
The common denominator among these organizations is that they are usually poor – poor in human resources and poor in capitol. They are, however, quite rich in passion, commitment and energy. In order to add value to these clients, CA14 positions itself as experienced, economical, compassionate towards their beneficiaries and committed to delivering results to the non-profit. By teaming adeptly and harmoniously with non-profit boards and staff, we have helped them to sustainably help others.
SayItFirst enables Canadian first nation communities and individuals to preserve and retain their native languages and culture.
Challenge: As a start-up, the organization had developed a logo and profile to create interest and trust among both the beneficiaries and government funding bodies, but needed a suite of affordable, phased tactics to gain inroads on all fronts.
Response: CA14 designed and developed content for an interactive web site fed by a strong, continuous social media program as well as support for the founder’s path to being awarded The Order of Ontario for his humanitarian work. The result is that 10 years later the organization is recognized as a leader in the field and has expanded its educational support services, broadened partnering with government support and boasts a significant, sustainable on-line presence with above average results.
In 2015, SayItFirst had just 41 Facebook followers and a small digital footprint. Fast forward to December 2024, and the organization boasts over 700 followers, tens of thousands of annual impressions, and engagement rates exceeding 15% on key posts. This dramatic growth reflects not just improved outreach, but a movement that’s gaining momentum.
Thus, the trend towards language and cultural extinction is being reversed.
Hands Up for Haiti: HUFH is a U.S. NGO that delivers humanitarian and medical services primarily to the women and children of northern Haiti.
Challenge: Haiti is currently one of the most difficult countries to work in due to the political instability, civil unrest, deteriorating infrastructure and extreme danger.
Response: During more stable preceding periods, the Board successfully executed a strategy of ‘Haitian Lead, Haitian Run’ whereby professional Haitians were trained to deliver services themselves without the need for teams of visiting medical specialists to do the work. As a board member, I visited the HUFH clinics in Haiti to learn about, observe and report on the work first-hand. Subsequently, CA14 designed branded T-shirts to foster team identity and increase public awareness on the ground. We also helped drive and create content for an emarketing program that featured program results and outcomes. A sustainable level of donations was achieved.
Challenge: Ten years into its mission, way past the life span of most Haitian NGOs, HUFH looked to CA14 to refresh its marketing communications to better express its relevance and impact and broaden its appeal to a wider audience including benefactors, governments and foundations.
Response: Our marketing, web development and design team, working closely with the client’s partners, researched the North American competition for trends and successes, interviewed board members and Haitian staff to establish goals and priorities and tested concepts to refine the look and feel and messaging that worked best. A fresh, new, meaningful logo and engaging web site were launched.
The organization has not only been successfully sustained during a period of increased and intense global competition for public and private funds but has strategically positioned for transition to a merger with a powerful humanitarian-medical partner, ensuring wider delivery of services to Haitian families.
“CA14 has helped our medical humanitarian non-profit, Hands Up for Haiti (HUFH), in a variety of ways. Their team consulted extensively with our Board and partners to provide creative direction for the redevelopment of our website; their design team created a beautiful new logo which we have used in all of our online branding and apparel; and their social media expertise helped us to develop more targeted and relevant Facebook and Instagram content. CA14’s contributions to the success of our mission are truly invaluable, and I highly recommend their team for any marketing or communications project.”
North Halton Community Singers Few choirs can boast a vibrant history that stretches back more than 50 years with a membership that peaked at 100 singers, before COVID. Following the two-and-a-half-year hiatus caused by the pandemic, the choir had to face its dire straits – a significantly smaller membership and the loss of audience.
Challenge: While on life support, their marketing committee came to CA14 for refreshment of their brand and messaging to launch a robust recruiting program.
Response: Our team recommended and participated in a choir focus group and did research into similar and competitive choirs in the region. We successfully integrated the new brand into a new web site, emarketing and social media programs to reflect lessons learned and the new spirit and goals of the choir. These tactics were presented to the marketing committee and the full choir for discussion and feedback before finalization.
In just a few years the choir membership is full and stages two major concerts a year plus a host of cabaret-style events that incorporate fundraising and recruiting
“The North Halton Community Singers has worked with CA14 for many years. They are creative, helpful, competent and easy to work with. We also appreciate the ongoing support to implement their recommendations, and also with keeping our web site updated and carrying out social media promotion. All in all, a great partner that has greatly helped us to recover from the devastating pandemic.”
Supporting non-profits means interesting and challenging work with diverse boards and staff, clients that have different motives and strong social views compared to small businesses and corporations. It requires smart budgeting, deeper learning and stamina to conquer the formidable challenges in unfamiliar environments both at home and in other countries.
Helping to create better social outcomes (improved learning, less disease and lower mortality rates, strengthening community culture), is a personal growth experience and way more satisfying than just getting paid.
It is also a way that CA14 both connects and participates with local and global communities.
Eric Doubt
Creative Direction