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 almost every conversation we have with nonprofit executives and leaders, the statement is made: “the marketing committee recently met and decided to…” Yet it’s the CFO, marketing director, engagement coordinator, or executive director sitting across the table. Where are the board members in this conversation?

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.

What does it mean to be inspiring? It's a question that I've been reflecting on, because "be inspiring" is a phrase we've been discussing with several nonprofits lately.

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.

What's in a name?

September 3, 2012

Sixteen years ago, it was simple enough to start a business under my own name, and build it on the talent and experience that a young designer had at the time. Over that time, the firm has matured; our expertise has deepened, we are engaged in the strategic aspects of our client engagements more than ever. Welcome to Aespire®.

Why Aespire?

August 28, 2012

At the end of the day, every cause has one aim: to achieve greater good and have lasting impact in their community, region and in the world.

A recent article in WIRED magazine, and online on wired.com recently caught my eye, about A/B testing. A/B testing presents website visitors with variations of the same page, and click-through rates are monitored to gauge effectiveness. Obviously, the better-performing results are implemented. This can be key for online nonprofit fundraising.

After a recent conversation with the communications director of a global manufacturing company who also runs a non-profit, I've been thinking lately about the designer's obligation for altruism. To put it simply, we are obliged to give back to the community in meaningful ways.

By now, your nonprofit or higher education organization has either wholly embraced social media, or has yet to even create a Twitter or Facebook account.

Some organizations believe that social media is now the primary way to build relationships, forgetting that it's just part of the media mix. Social media, design and traditional media all contribute to a healthy communications continuum for any nonprofit or grant making organization.