How to Market Your Nonprofit

Counterintuity
  • 5.0 (4)
  • NON-PROFIT
  • UPDATED MONTHLY

In this time of enormous change, your nonprofit is more important than ever — sustaining and lifting up people and causes that need some help and some inspiration. On every episode of How to Market Your Nonprofit, nonprofit leader and marketing agency owner Lee Wochner and his guests dig into the how-tos of building awareness, increasing donations, making use of powerful new tools, tackling challenges, managing for success and other critical needs for nonprofits. Please join us.

  1. FEB 6

    Instagram for Nonprofits (what actually works in 2026)

    Instagram has fundamentally changed in the past year. Many of the "best practices" that social media managers have relied on are out the window: Hashtags don't work the way they used to, the algorithm is now powered by AI, search behavior has replaced social discovery, and reels dominate everything else.  If your team uses Instagram (especially if they use it the same way they have for the past 2-3 years), this episode is essential listening.  Lee sits down with Counterintuity social media strategist Jaclyn Uloth, who breaks down what actually changed on Instagram, why it matters for nonprofits, and what your team should be doing differently in 2026.  What you'll learn:  The algorithm shift: Why Instagram now works like a search engine instead of a photo-sharing app, and what that means for how people discover your nonprofit  The death of hashtags: How keyword-based search replaced hashtags, and how to optimize your content for AI-powered discovery  The 2,000-character opportunity: Instagram now allows much longer captions — here's how nonprofits can use this for educational content without overwhelming followers  Why reels matter: The data on why short-form video dominates the algorithm, and how to create reels even if you don't have a dedicated video team  Authenticity over polish: Why "messy" behind-the-scenes content actually builds more donor trust than professional, polished posts  The consistency factor: The surprising stat about how often most nonprofits post (and why showing up regularly matters more than posting perfectly)  The 3-thing strategy: If you're working with a small team and stretched thin, here are the only three things you need to focus on  What's different about Meta in 2026: How Instagram and Facebook work together, and why understanding the Meta ecosystem matters for your strategy  This episode is perfect for nonprofit executives, development directors, marketing managers, and anyone responsible for social media strategy who wants to understand what's actually working now.  Whether you're just getting started with Instagram or you've been posting for years, you'll walk away with a clear understanding of what changed, what matters, and what you can implement today with the resources you have.

    46 min

  2. JAN 16

    What Star Trek taught me about nonprofit marketing

    What does marketing really mean for organizations working to make the world better?   In this deeply personal episode, Lee Wochner reveals why Counterintuity focuses on helping nonprofits amplify their impact (and why that work matters more than ever).  Drawing on influences from Star Trek to Buckminster Fuller, Lee explains how marketing and strategy become tools for positive change when applied to organizations tackling human trafficking, healthcare access, environmental protection, and social justice.  You'll hear about:  Why nonprofit marketing is mission-critical work, not just promotion  How clarifying your message helps you compete for attention and resources  What it means to bring hope and determination to organizational communication  For leaders running mission-driven organizations, this episode reframes marketing from necessary overhead to essential strategy. It’s the bridge connecting your solutions with the people who desperately need them.  Whether you're competing with limited resources or simply trying to do meaningful work in complicated times, this conversation offers a practical perspective and renewed purpose.

    16 min

  3. 12/18/2025

    Your marketing isn’t the problem

    Most nonprofits don’t have a marketing problem. They have a clarity problem.   In this episode of How to Market Your Nonprofit, Lee welcomes branding and nonprofit strategist Anika Jackson to explore how unclear identity, hesitant leadership visibility, and scattered messaging quietly decrease impact and support.  Drawing on their work with mission-driven organizations, Anika and Lee reveal why branding begins long before logos or campaigns, how executive voice and personal credibility shape donor trust, and why many nonprofits struggle not because their work lacks value, but because their story is hard to grasp quickly.   The conversation provides practical ways leaders can bring alignment across channels and effectively adapt to changing platforms and tools.  This episode is a quick, strategic launching point for nonprofit executives who want their mission to be understood, supported, and sustained, without chasing trends or losing focus.  If your nonprofit feels busy but not fully understood, this episode is for you.

    55 min

  4. 12/05/2025

    Marketing in a time of change

    Is your nonprofit ready for the seismic shifts reshaping how donors find and support your mission?  Lee sits down with marketer Tom Malesic to explore how nonprofits can thrive amid unprecedented change. From the rise of generative AI and zero-click search to the freeze in federal funding, this episode tackles the challenges keeping nonprofit leaders up at night and reveals the opportunities hidden within them.    Why donors can’t find you (and how to fix it)  Discover why ChatGPT and Google's AI are becoming the new Yellow Pages and what generative engine optimization (GEO) means for your nonprofit's visibility.     How to turn your website into your best fundraiser  Learn why your website might be showing up to work looking like it just mowed the lawn and how to transform it into your hardest-working fundraiser, volunteer recruiter, and mission ambassador.    Stop letting one grant control your future  With grants freezing and federal funding uncertain, Lee and Tom discuss why the "tail can't wag the dog" and share practical strategies for building resilient revenue streams, from individual donors to corporate gifts to (yes, really) bingo nights.    You have 3 seconds to get the donation  Explore how consumer behavior has accelerated, why you have mere seconds to compel action, and how to prioritize your marketing efforts when everything feels urgent and your budget is finite.    Why running your nonprofit like a business saves your mission  Without healthy operations, you can't serve anyone. Learn how to balance business fundamentals with passion and why "sales" isn't a dirty word in the nonprofit world.    If you’re looking for clear next steps in a noisy, fast-moving environment, this episode delivers. Listen now to discover how to turn today's challenges into tomorrow's opportunities.  https://www.ezmarketing.com/

    43 min

  5. 10/31/2025

    The new rules of nonprofit marketing

    The world has changed — and so has the way people connect, give, and get inspired.  In this episode of How to Market Your Nonprofit, we take a clear look at what’s shifted since 2020, from fractured attention spans and donor fatigue to new expectations around transparency, personalization, and AI-driven search.  You’ll learn why the old rhythm of a few big campaigns a year no longer works, and how continuous storytelling, human-centered messaging, and owned channels can help your organization stay visible and trusted.  Whether you lead communications or oversee the entire operation, this episode gives you a grounded view of what to change now so your marketing fits the moment — and keeps your mission moving forward.

    34 min

  6. 10/14/2025

    Buckets of impact: organizing stories to inspire action

    Every nonprofit has stories to tell — but how do you keep your content fresh, engaging, and mission-driven week after week?   In this episode, host Lee Wochner introduces a powerful tool: content buckets.   Think of them as storytelling themes that help you stay consistent, save time, and connect more deeply with your supporters.  You’ll hear how to use buckets like:  Impact spotlights – real stories of lives changed  Behind-the-scenes glimpses – the human side of your staff and volunteers  Smart explainers – simple stats, myth-busting facts, and helpful tips  Moments that move people – calls to action, campaigns, and events that rally support  Thank-yous worth sharing – celebrating wins and showing gratitude  Lee also walks through examples for food banks, after-school programs, environmental groups, and arts organizations, so you can see how these ideas translate to your own work.  By the end, you’ll have a clear, repeatable way to organize your storytelling, keep your audience engaged, and make it easy for them to say “yes” to your mission.  Listen in and discover how a few simple buckets can turn your social media into a steady stream of inspiration and support.

    36 min

  7. 09/30/2025

    Big heart, bold strategy: lessons from the Boys & Girls Club

    Did you catch the Emmy Awards?  The big winner was the Boys and Girls Club, which got more than a few moments in the spotlight — receiving a generous donation and a few lighthearted mentions from presenters.   For any nonprofit, that kind of national visibility is a gift.  What doesn’t make headlines, though, is the hard work happening every day.   As the largest youth-serving organization in the country — with nearly 6,000 locations nationwide — Boys and Girls Clubs faced a daunting challenge during COVID: keeping kids engaged, connected, and supported.  Shanna Warren’s chapter met that challenge and came out stronger.  “The numbers after the pandemic have superseded our numbers before the pandemic.”  In this episode, Shanna joins Counterintuity CEO and Creative Strategist Lee Wochner to talk about her journey with the Boys and Girls Club. She shares how her team has expanded the organization’s reach while staying true to its mission of mentorship.  Here’s what you’ll take away from their conversation:  Leadership under pressure: How the bold decision to keep the club open during the pandemic led to stronger membership and new funding opportunities  Smart growth: How Shanna’s team expanded beyond pre-pandemic numbers with a new main clubhouse and 32 satellite sites, including a program for deaf and hard-of-hearing children  Serious business: Shanna’s perspective on running a nonprofit with both heart and strategy  Tune in to learn how your nonprofit can provide hope and opportunity for your community, too, even if you don’t get a starring role on the Emmy Awards.

    52 min

  8. 09/08/2025

    Jill Buck: How she scaled a kitchen-table nonprofit into national impact

    Environmental justice isn't just a concept — it’s a call to action that protects kids from toxic environments. CEO Jill Buck and Go Green Initiative, a nonprofit dedicated to environmental justice in schools, are making an impact for kids across the country. In this episode of “How to Market Your Nonprofit,” Counterintuity CEO & Creative Strategist Lee Wochner, Buck shares the personal story that led her to start the organization at her kitchen table, how the Go Green Initiative addresses lead in drinking water and poor indoor air quality, and how they're helping schools with energy conservation. The conversation is a treasure trove of practical advice for nonprofit leaders, including: Why operating a nonprofit like a business is crucial. From being a big believer in cash accounting to the power of strategic partnerships as a key marketing and fundraising tool.How to manage a crisis. Learn how to triage during a crisis by focusing on "absolute non-negotiables" and staying calm – your team will feed off your energy.How to stay focused on the mission. And which powerful motto gives her hope for the future. How does Jill market her nonprofit? "We are a business—we just happen to have nonprofit status." So... Go take care of business. https://gogreeninitiative.org/

    49 min
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About

In this time of enormous change, your nonprofit is more important than ever — sustaining and lifting up people and causes that need some help and some inspiration. On every episode of How to Market Your Nonprofit, nonprofit leader and marketing agency owner Lee Wochner and his guests dig into the how-tos of building awareness, increasing donations, making use of powerful new tools, tackling challenges, managing for success and other critical needs for nonprofits. Please join us.

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