Clarity – Marketing advice for mission-driven companies and causes

Marketing insights to help you achieve greater impact by aligning profit and purpose, for changemakers from conscious companies and meaningful causes. Empower your team and supporters to influence, inspire, and engage the communities you serve through branding, design, and marketing in our digital and social world.

In January 2013, I published 12 Communication Resolutions for 2013, a set of communications principles for mission-driven organizations. Then I wrote a book.

If I walked into the local pub and sat down at the bar, I'm wondering about the blank stares I would get if I asked the person sitting next to me, "So, how about that net neutrality thing?"

If you want the people your organization cares most about to connect with its mission and impact, you need to be clear about why, how, and what you do in a manner meaningful to your audience.

Digital publishing is an effective way for nonprofits and grant making organizations (such as community foundations and other philanthropies) to create inspiring and informative design and communication pieces.

Every ambassador needs to speak with one voice when they represent the cause, and everyone has the potential to be an ambassador.

Startup nonprofits are like a startup business. The founder thinks they want to start a nonprofit, but it's really a business, with a nonprofit mission.

How do you create a mission-driven culture of open communication for your company or cause? The Cause Manifesto is a framework of 12 ways to transform your design thinking and communication initiatives.

Progressive disclosure can be an effective approach to creating logical parent and component identities and brand architecture. At some point you may find that your organization has need for a component identity.

At a technology transfer task force meeting, I heard an excellent observation: “We can have the best programs for technology transfer and commercialization, but we can be in a room filled with business and industry and none of them will have heard of the programs, what they do or that they exist.”

{updated} How often have you asked yourself “How do I measure my social media?” ROE and ROI are closely related; and neither should be considered independently. You need to define ROE as the Return on Engagement, and ROI as the Return on Influence.