Welcome to another episode of Three Minute Marketing where we interview some of the world’s leading growth marketers across different channels. We really like to talk to unicorn type growth marketers.
I’m your man, Chris Mechanic, co-founder at WebMechanix and a veteran, a performance marketer. I am super excited today to have Graham Cannon, the CMO of UJA-Federation of New York. They are a nonprofit dedicated to communal planning and philanthropy and the New York Jewish community. Previously, Graham headed up marketing at other Jewish philanthropic organizations, including the American Jewish Joint Distribution Committee, and the Anti-Defamation League.
- They realized quickly they had to switch their business model since in-person events, where they got most of their donations, wasn’t possible.
- Learn and move quickly. UJA had to pivot and iterate quickly to find the best digital alternative to direct mail invitations, which ended up being concise e-mail invitations that had a similar look and feel.
- Build a framework around a new way of doing things (e.g., through Zoom events).
- Nonprofits love to talk about themselves but don’t overwhelm people with data. Focus on delivering the key points. Don’t rely on people to figure it out themselves.