The Importance of Community Foundations with Peter Panepento and Elyse Hammett

Summary

Nonprofit Nation with Julia Campbell: Episode Summary

Title: The Importance of Community Foundations with Peter Panepento and Elyse Hammett
Release Date: April 2, 2025

In this enlightening episode of Nonprofit Nation, host Julia Campbell engages in a profound conversation with industry experts Peter Panepento and Elyse Hammett. Together, they delve into the pivotal role of community foundations, exploring the groundbreaking Make More Possible campaign aimed at elevating these often-overlooked pillars of local philanthropy.

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1. Introduction to Community Foundations

Julia Campbell opens the discussion by highlighting the traditionally understated impact of community foundations. She introduces Peter Panepento, Co-Founder and Managing Partner at Turn 2 Communications, and Elyse Hammett, Vice President of Marketing and Communications at the Community Foundation for Greater Atlanta, to shed light on the essential functions and potential of community foundations on a national scale.

2. Guest Backgrounds and Expertise

Peter Panepento shares his transition from journalism to nonprofit communications:

"I started out as a reporter covering fundraising and a range of topics, eventually leading efforts into digital media and then consulting. At Turn 2, I focus on helping philanthropic organizations tell their stories and build their brands."
[03:54]

Elyse Hammett recounts her journey in marketing communications and her decade-long tenure at the Community Foundation for Greater Atlanta:

"We've doubled our assets and giving in the 10 years I've been here, transforming our community's philanthropic landscape."
[04:17]

3. Launching the Make More Possible Campaign

The core of the episode revolves around the Make More Possible campaign, a national branding initiative designed to elevate community foundations from "best kept secrets" to recognized powerhouses of local philanthropy.

Peter Panepento explains the campaign's inception:

"Community foundations are fantastic at connecting donors to nonprofits and addressing significant community issues. However, they're often invisible unless you have a direct connection. Our campaign aims to change that by creating a unified national brand."
[04:36]

Elyse Hammett adds:

"The hashtag #IfYouKnowYouKnow is ubiquitous among community foundations. Our goal is to make philanthropy more accessible and less intimidating, inviting everyday philanthropists to engage."
[06:33]

4. Debunking Myths About Community Foundations

A significant portion of the discussion addresses common misconceptions surrounding community foundations.

Elyse Hammett dispels the myth of high entry barriers:

"Many believe there are minimum fees or fund sizes required to engage with community foundations. In reality, about 85% of community foundations don't have such minimums. Think of it like a checking account fee; it's a worthwhile investment for the extensive resources and connections you gain."
[07:50]

Julia Campbell underscores the multifaceted support community foundations provide beyond grants, such as professional development and networking opportunities:

"Nonprofits are often surprised to learn that community foundations offer more than just financial support. They provide vital resources like grant writing assistance, human resources help, and opportunities for collaboration."
[09:01]

5. The Power of Storytelling in Philanthropy

Effective storytelling emerges as a crucial tool for community foundations to communicate their impact.

Elyse Hammett highlights the importance of authentic narratives:

"By showcasing testimonials from both funders and beneficiaries, we create compelling stories where passion meets purpose, making the impact tangible and relatable."
[15:08]

Peter Panepento emphasizes ethical storytelling practices:

"It's essential to ensure that the individuals sharing their stories feel empowered and respected, avoiding extractive narratives that focus solely on struggle or trauma."
[19:36]

6. Advocacy in a Challenging Climate

Amidst a turbulent landscape for the third sector, community foundations are navigating their roles in advocacy and support.

Elyse Hammett admits the ongoing exploration of their advocacy role:

"We're still figuring out the best ways to serve our communities during these times, focusing on supporting nonprofits and convening donors to address emerging needs."
[21:15]

Peter Panepento adds:

"Community foundations aim to be the trusted resource, helping nonprofits navigate challenges and bringing together local government, businesses, and other stakeholders to foster collaborative solutions."
[21:46]

7. Connecting Nonprofits with Community Foundations

For nonprofits seeking to engage with community foundations, actionable steps are provided.

Elyse Hammett advises:

"Google 'community foundation' along with your city or county to find the nearest foundation. Most have simple forms on their websites to connect and access resources like newsletters, grant opportunities, and educational events."
[22:25]

Julia Campbell reinforces the importance of building local connections:

"Engaging with community foundations helps nonprofits find partners and resources, preventing redundancy and fostering collaboration within the community."
[23:26]

8. Future Directions of the Make More Possible Campaign

The campaign's trajectory includes expanding its reach and refining its strategies.

Peter Panepento outlines the next steps:

"In 2025 and beyond, we're extending the campaign to include professional advisors like estate attorneys and financial planners, who are key connectors between donors and community foundations. Our goal is to make the campaign an ongoing national effort, accessible even to smaller community foundations."
[25:00]

9. Amplifying the Campaign Beyond Community Foundations

Nonprofits outside the sphere of community foundations are encouraged to support and amplify the campaign.

Peter Panepento suggests:

"Nonprofits can amplify the campaign by sharing social media messages and using the #makemorepossible hashtag. There's also potential for other causes to develop similar branding initiatives, fostering broader support and recognition."
[27:27]

10. Expert Advice for Nonprofits Seeking Visibility

Elyse Hammett offers strategic advice for nonprofits aiming to enhance their visibility:

"Find a compelling tagline and consistently use it across all platforms. Repetition is key—people need to hear your message multiple times to associate it with your brand effectively."
[28:52]

11. Accessing Resources and Further Information

Listeners are guided on where to find more information and engage with the Make More Possible campaign.

Peter Panepento directs:

"Visit makemorepossible.org for comprehensive resources. Additionally, you can learn more about our work at Turn2.co."
[30:27]

Elyse Hammett emphasizes connecting via LinkedIn and the campaign website:

"Find me on LinkedIn or visit makemorepossible.org to get involved and access our resources."
[30:58]

12. Conclusion

Julia Campbell wraps up the episode by reiterating the significance of local philanthropy and the transformative potential of community foundations. She encourages listeners to subscribe, leave reviews, and engage with the resources provided to further their nonprofit endeavors.

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Notable Quotes:

• Peter Panepento:
  "Community foundations are fantastic at connecting donors to nonprofits and addressing significant community issues. However, they're often invisible unless you have a direct connection."
  [04:36]

• Elyse Hammett:
  "We're the trusted resource. We are the GPS that can help guide you through to ultimately make more possible."
  [10:26]

• Julia Campbell:
  "When you can storytell like that, Julia, people watch to the end. It brings it to life and puts it into context."
  [16:13]

• Elyse Hammett:
  "Find a compelling tagline and consistently use it across all platforms. Repetition is key—people need to hear your message multiple times to associate it with your brand effectively."
  [28:52]

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Resources Mentioned:

• Make More Possible Campaign Website: makemorepossible.org
• Turn2 Communications: Turn2.co
• Elyse Hammett on LinkedIn: Search for "Elise Hammett" on LinkedIn

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This episode underscores the essential role of community foundations in fostering local philanthropy and provides actionable insights for nonprofits aiming to amplify their impact through strategic partnerships and effective storytelling.

Transcript

[Julia Campbell]

Imagine nonprofit work transformed by purpose built tools. That would mean less guessing and more connecting, less admin and more impact, less stuck and more go. With the Giving Platform built for purpose, you don't have to imagine Bloomerang can help you raise more funds, retain more donors, save more time and grow stronger relationships with your supporters so you can spend time on what matters most, your mission. Want to see how over 20,000 nonprofits are using Bloomerang to raise, retain and recruit more supporters? Well, take a free on demand tour of the Giving platform today. Go to jcsocialmarketing.com forward/bloomerang. That's jcsocialmarketing.com Forward/Bl O O M E R A N G okay, onto the show. Hello and welcome to Nonprofit Nation. I'm your host Julia Campbell and I'm going to sit down with nonprofit industry experts, fundraisers, marketers and everyone in between to get real and discuss what it takes to build that movement that you've been dreaming of. I created the Nonprofit Nation podcast to share practical wisdom and strategies to help you confidently find your voice, definitively grow your audience and effect build your movement. If you're a non profit newbie or an experienced professional who's looking to get more visibility, reach more people and create even more impact, then you're in the right place. Let's get started. Hello. Hi everyone, this is Nonprofit Nation. I'm Julia Campbell. Thrilled to be with you today, wherever you are listening Today we have a new topic, something I don't think I've covered on the podcast yet. Elevating Community Foundations. Now we know that community foundations have long been the quiet force behind local philanthropy, but how can they step into the spotlight and inspire action on a national scale? So in this episode I sit down with Peter Panepento, Co Founder and managing partner at Turn 2 Communications and Elise Hammett, Vice President, Marketing and Communications at Community foundation for Greater Atlanta to discuss the groundbreaking Make More Possible campaign which is an effort to create a true national brand for community foundations. So Peter and Elise, welcome to the podcast.

[Peter Panepento]

We're really excited.

[Elise Hammett]

So glad to be here.

[Julia Campbell]

So Peter, maybe you can start and then Elise you can add to this, but can you share a bit about your background, how you became involved in nonprofit communications and philanthropy?

[Peter Panepento]

So I was a journalist for a long time and became involved in the nonprofit and philanthropy world when I worked for the Chronicle of Philanthropy during the back half of my journalism career. I started there as a reporter covering fundraising and array of topics and ended up leading a lot of their first efforts into digital media and then went into consulting. And as a big part of my consulting practice, which started out solo and now is part of an agency called Turn 2. Really have developed a niche for working with philanthropic organizations to tell their stories, build their brands and get attention for their work.

[Julia Campbell]

Fantastic. Elise, how did you get started?

[Elise Hammett]

Classically trained marketing communications professional, worked for Emory Healthcare, was hired away from them to work for Big Bell south, was hired away from them to start and eventually sell a 30 person marketing communications firm. The Community foundation was one of my clients. When I finished the sale of that business, I came to work for my client and have been here a decade now building this business. We've doubled our assets and doubled our giving in the 10 years I've been around.

[Julia Campbell]

Wow. Well, congratulations. That's fantastic. That's amazing. We know that community foundations, they often work behind the scenes. Let's talk about the Make More Possible campaign. Peter, maybe you can start. Why was it created? Why is it so important?

[Peter Panepento]

We started this actually under the umbrella of a group called the Community Foundation Awareness Initiative, which is a network of about 165 community foundations now. And as part of that work, I work closely with Elise and her colleagues around the country, really trying to raise the profile of community foundations nationally, get their story told in the media and provide them with resources and how they can amplify that work in their local communities. And one of the biggest challenges we've heard time and again in our time doing this work, which now dates back eight years, is that community foundations routinely are seen as the best kept secret in their community. They do fantastic work connecting donors to nonprofits and dealing with big issues in their communities. But unless you have a direct connection to the Community foundation, you don't really know what it is, what it does, what it stands for, even having any kind of understanding of which community foundations operate in your community. We even did a person on the street interview, like kind of video interview series a few years ago as we were thinking through this effort and met people on the street in communities across the country, asking them, what's a community foundation? And can they name their local community foundation? And to a person they couldn't, nobody could answer the questions correctly. And I think Elise and I really, as we were building our partnership around the CFAI work, started having conversations about how the reason behind this is we don't really have a true national brand and a clear identity for what we do. And I know, Elise, you've been beating the drum on this for a long time. So I'd love to hear your perspective.

[Elise Hammett]

Peter's spot on about that. And Julia, you know, there's the hashtag that we see all the time now. That is if you know, you know.

[Julia Campbell]

Oh, yeah, IYK YK yes, exactly.

[Elise Hammett]

That is ubiquitous for community foundations. Because if you are a person who cares about your community, then across the 900 community foundations that are serving our country, those people are. If you know, you know, the issue is, is that we have to help make more possible in each and every one of those foundations. And the way to make more possible is to make it more accessible. It has heretofore been much too heavy, much too intellectual. It has. The honey that has come to the pot has been of a much higher academic, intellectual prowess. And we wanted to open the doors, open the welcome mat to people who could understand what giving back was all about.

[Peter Panepento]

Right.

[Elise Hammett]

To the everyday philanthropist.

[Julia Campbell]

So, Elise, what do you see as sort of the biggest myths and misconceptions that people have around community foundations? Just like the regular person on the street, what do they not understand?

[Elise Hammett]

Right. So many people think that there are minimums, you know, that there. That there is a minimum fee or a minimum amount of a fund, and probably 85% of the community foundations out there, that just doesn't exist. You do have a fee that you have to pay to be a part of our community, just like you have a fee to hold a checking account at any bank in America. But it is a wonderful place to pay for that fee to get access to all of the resources that a community foundation has access to, especially within its hyper local community. You know, we have knowledge, for example, here in Atlanta of approximately 4,500 nonprofits and what they are specifically doing to help our region thrive. I can tell you that the national competitors have absolutely no clue what those 40 who. Who those 4,500 nonprofits are much less what those 4,500 nonprofits are doing.

[Julia Campbell]

So that local knowledge I know here in Boston, and more specifically the North Shore where I live, nonprofits are often shocked to see that it's not just grants. It's actually professional development, connection to resources, help with grant writing or help with human resources, help with getting connected to other resources, help with collaboration and networking. It's so much more of a resource than handing out grants. So I think people are always really surprised to hear that.

[Elise Hammett]

Yeah, Julia, just This week, my CEO brought together about 50 small family foundation funders to talk about what's happening as a result of the changes taking place in Washington, D.C. right. And how do we as collaborators can respond to the needs. And the way that I couch that as a marketer is that the community foundation is a world of knowledge close to home. Right. We're that world of knowledge that can we not meet? We may not have all the answers, but we're the trusted resource. We are the gps that can help guide you through to ultimately make more possible.

[Julia Campbell]

I love that. Peter, do you want to add to that?

[Peter Panepento]

Sure, yeah. And I think one of the reasons why it's important for community foundations to be out there telling the story and making themselves more accessible is that it provides on ramps for donors who really care about making an impact locally to work with an organization that can help them make the most possible impact. But it also opens conversations and communications with nonprofits who may have thought that the community foundation was inaccessible to them or didn't know about some of the other things that you mentioned already. Some of the capacity building and network and network building and even group problem solving that community foundations help foster in their communities. And even beyond that, getting local government, getting local businesses, getting others in the community who care about the community around the table to do that this important work.

[Julia Campbell]

They have their finger on the pulse of what's going on in the community and that's so important. This campaign is a national branding initiative. It's called Make More Possible. Peter, can you tell me some of the elements of the campaign and how are you promoting it and where can we find it?

[Peter Panepento]

This was really co developed with a group of community foundations that decided to invest together in doing the work behind putting this campaign together. And we built it with the idea that we would develop a creative concept and campaign that would work both at the individual community level. So that foundations like Elyse's can be using the collateral and materials as part of their local ad buy and their branding efforts in their community, using their own branding, their own examples, their own stories. But that it rolled up to a larger national message that reinforced that and amplified it at the national level. So that over time there are multiple touch points with this. As you know, most people may or may not know, you need to be touched multiple times, seven, eight, nine times by a message or a brand to really start to understand it and feel very comfortable with it. So the idea is that we were building this as both something that would reach people locally and that we would build it nationally. And we ultimately had a group of about 40 community foundations last year that co invested in this effort. And by co investing they helped pay for focus group testing and the creative material development and a national ad buy. But they were also investing their talent and their time to help us shape this. So we worked very closely with Elise and her colleagues over time to facilitate a process for developing not only the goals for this, but also our audience Personas and the tactics we were going to use and ultimately help us shape the messaging, which we then focus group tested and really got feedback from our initial Persona, which was individual donors. So we spent a good part of probably nine months conceptualizing this whole thing, getting buy in throughout the group, testing it, and then landing on the make more possible tagline and creative concept that we landed on. And then during the second half of 2024, we started launching it. Individual community foundations were doing print digital ad campaigns in Nashville. They took out big billboards. And in other communities, they started doing things like including it as their annual report themes and events and different things too. And then we augmented it with the resources we had left over at the end of last year with a. With a test national ad buy that we really focused on in four markets to make sure that we were able to get good data back on it. But using national messaging about community foundations. And one of the exciting things about it is that engagement with these materials has been incredibly high. We're seeing click through rates on the ads that are many percentages and in some cases multiples more than what typically happens. People are watching the ads to the end. They're clicking through to the website, they're downloading resources we've put together. So we're really excited about that. The approach that we took is actually leading to real engagement in the outside world.

[Julia Campbell]

Elise, how is the Greater Atlanta Community foundation communicating these messages?

[Elise Hammett]

What we did was we were interested in truly seeing how to connect the passion with the purpose. We had some incredible testimonials, specifically in our scholarship business, where we had funders of scholarship and then we had end user beneficiaries of scholarship. So we were able to storytell utilizing the photography of the funder of that scholarship and the beneficiary of the recipient who had gone all the way through Spelman, for example, and now is going to medical school or all the way through Georgia State and was now becoming a Navy seal. So we had some really interesting stories where passion met purpose to ultimately make a great life possible. And when you can storytell like that, Julia, people watch to the end.

[Julia Campbell]

It brings it to life and it puts it into context. So I was looking at the. The website and the Transforming Communities, the blog, which is all about specific stories on, like, the California Community Foundations and the Wildlife Recovery Funds and how community foundations are addressing the affordable housing crisis. And I think the storytelling piece is so impactful. So, Peter, what were some maybe challenges or struggles or some wins that you had in collecting these stories from this wide array of community foundations?

[Peter Panepento]

Yeah, the wonderful thing about the network of community foundations we work with is every one of those foundations is incredibly generous with sharing examples and stories from their communities. Our biggest challenge is having the bandwidth to tell all of them. So the Transforming Communities website, which is the main website for cfai, you know, we've really endeavored to try to tell stories about the work that's happening at the community level. Some of those are around disaster response and relief. Some of those are around individual programs and efforts that are happening around housing and education and various issues. We're about to tell a story about an effort to advance religious pluralism at individual community foundations through a partnership with the WF Fund, which Elise's foundation is part of. That's not specifically part of this ad campaign, but that storytelling is really, really important for the field. And that's been a big part of our work over the past several years, is really trying to uplift and elevate stories of the impact that community foundations are having and trying to tie that to a broader national understanding of the value and the impact of this work. So we're continuing to look at ways to do that, and as the ad campaign evolves, we'll be doing a lot more of that time too.

[Julia Campbell]

And Elise, I would imagine for your foundation, it's really important to collect and share those stories. Of the 4,500 nonprofits on the ground, do you find that nonprofits are willing to share their stories or are they, are they struggling? Where are you finding the most impactful storytelling in your community?

[Elise Hammett]

It can be vastly different. You know, we have nonprofits that are two people, big, and obviously, yeah, they're doing so much, the two of them, that telling their stories is stifled. But we also have mid sized nonprofits that may have 50 employees where garnering the story and telling the story of what that nonprofit is doing is illustrative of the work. So it all comes down to how we can be innovative to champion the unique idea of a nonprofit, and then how we can help them declare that story as their ally and their advocate to dispense it in all of our shared, earned and owned channels.

[Peter Panepento]

Yeah, I'm sorry, There's even a layer below that which is honoring the story of the individuals who are impacted. One of the things that Community foundations specifically are being very deliberate about now is making sure that they are telling those stories through their channels in a way that's not extractive and that is really making sure that they are acting as ethically as possible in terms of making sure that the stories of the individuals who are impacted are being told in the most elevating and empowering way possible. A lot of traditional storytelling is very extractive, right. Like a person comes in, they do an interview, they tell the story and they move on. But that story they're telling is often a story of struggle or trauma or something that is, that carries a lot of emotion for that person. So making sure that you are approaching that in a way that really makes that person an equal partner in telling that story, rather than it being kind of a top down thing as something that is a bit of a trend in the field of philanthropy and is something that, you know, needs to be continue to be reinforced and thought about.

[Julia Campbell]

I completely agree. So in this, in this branding campaign, I'm wondering just with the current, you know, the current climate that it appears like the third sector is under attack from all angles, whether it be funding or agencies being shut down or IRS rules, what is the role of the community foundation in advocating for nonprofits? And Elise, I'd be interested to know what you think.

[Elise Hammett]

I think we're still trying to figure that out.

[Peter Panepento]

This is a time when we're talking to a lot of community foundations around this. I think given the pace at which things are happening and how jarring it is, community foundations are right now really trying to figure out how they can be the best resource to their communities during this time, figuring out what the role, what their best role is, how they can best support nonprofits and how they can best bring donors together to meet the needs that are emerging right now and convening.

[Julia Campbell]

I know, Elise, you said you were convening family foundations to see what's going.

[Elise Hammett]

On, just to talk, right? To be the trusted place where people can come together.

[Julia Campbell]

Exactly. I think that's should be. I think that's a great goal. Another question I have is I know the campaign is primarily to encourage people that are unaware of community foundations. Maybe donors, lay people in the community to participate. But if my audience is predominantly nonprofit marketers and fundraisers and executive directors, if they want to connect with their community foundation, what is like the first step that they should take?

[Elise Hammett]

What I would do is I would Google community foundation and then the city that they live in or the county that they live in and find one. Because there are 900 plus around the country. There's got to be one within stretching distance. That community foundation should have a website and a mechanism whereby they can connect for us. Here in Atlanta, we have a place where all the nonprofits can fill out a very simple one page form that gets them into our Rolodex system and that signs them up to receive our regular newsletters. That lets nonprofit know about grants they can provide, they can apply for, and what's coming up about educational opportunities, et cetera.

[Julia Campbell]

Okay, so Google and reach out and there's probably events going on.

[Elise Hammett]

All kinds of. A plethora of things is constantly going on. But the way to do that first is to sign up and to. To get the access to the newsletter. In my community, I think that's.

[Julia Campbell]

I always recommend that to my clients or I recommend that to nonprofits, even if they're just starting out. Get connected to the resources in your community. I think people tend to think, oh, let's join the chamber of commerce, which not to knock the Chamber of Commerce. I think it's a fabulous resource. But where are the nonprofit and charity specific and sort of philanthropy specific resources in the community that you can look at?

[Elise Hammett]

Yes, anchor those anchor institutions, those anchor institutions.

[Julia Campbell]

And then you will also be a part of a community where if you need a partner for something or if you need a resource for something, or if you're looking to collaborate on a particular issue or an event or something in your community, then you can find other organizations. I used to work with startup nonprofits a lot and people would always come to me and say, I want to start a nonprofit. And I would say, well, what is already existing? And I think a community foundation is a fantastic resource to see what's already going on in your community rather than reinventing the wheel. Agree. So what are the next steps for the Make More Possible campaign? And Peter, maybe you can talk about the timeline. Maybe what are some hopes of success? Like what are some results that you're hoping to see and what are next steps?

[Peter Panepento]

Sure. So we are moving forward with carrying the work that we did in 2024 into 2025 and beyond. So we set up the campaign initially as a test that would run in 2024, but the community foundations that participated in it, as well as a new crop of community foundations that are investing in the next phase, are now carrying the campaign forward in their communities. This year we have right now, I think a total of 50 community foundations between those two groups that have access to all the materials, many of which are running Active advertising campaigns this year. We are also, as that is happening, working on an extension of the campaign to reach another very important audience for community foundations. And that is an audience that we call the professional advisor audience, which is estate attorneys, financial planners, others that serve as connectors between donors and community foundations as their clients are making plans for their philanthropy. So we're developing ways to extend the campaign to reach that audience this year. And our hope is that over time, we will continue to add new community foundations to the effort, but also add new audiences and then revisit some of our initial audiences, which have been largely focused around donors, to continue to refresh and update the messaging there. Ultimately, this would be. This is something we would like to see as an ongoing national campaign that we can both be doing national advertising and branding, you know, kind of at that. At that high level, but that individual community foundations of all sizes throughout the country are gaining access to these resources and being able to amplify it in their local communities. We've had a lot of really small community foundations who've invested a couple of thousand dollars in this, and they're getting an entire branding campaign, something that they couldn't, they couldn't afford probably on their own, but they're getting all of these materials that they can use to really help tell their story and reach new people in their communities. And we want to try to make that accessible to a much larger group over time.

[Julia Campbell]

I think that's fantastic. And are there ways that nonprofits, if you're not a community foundation, that we can sort of uplift this message and amplify the campaign?

[Peter Panepento]

I think in cases where they are in a community where the campaign is underway, it's very easy to amplify some of the social media messaging and other things that are out there. We also use the hashtag makemorepossible. So there's a lot of material that is circulating around organizations and individuals can access and plug into. On top of that, I think there's a real opportunity for other causes to come together in a similar way and think about how they can collectively brand their work in ways that can raise attention and understanding of the issues that they work on. You know, we did this around community foundations, but imagine if all of the organizations that are addressing affordable housing or food insecurity or specific types of education actually came together and tried to co invest in building awareness around their issue or building branding around their work. And so more people will support that, the work that they're doing. I think there's. There are real opportunities There, especially with so many small organizations that are trying to tackle different parts of these problems.

[Julia Campbell]

That's fantastic. And Elise, I know you. You're a marketing and communications expert. You just have such a renowned bio, you've worked on so many campaigns. So I wonder, what is your biggest piece of advice for all of those nonprofits out there that think they are the best kept secret? How can they get more visibility?

[Elise Hammett]

I would encourage them to find one tagline and keep that tagline. Say it over and over again. The research has shown us that in our post pandemic environment, it takes nine times now to cut through the clutter for anyone to actually assimilate that a tagline is attached to a brand. Just to assimilate that it is attached to a brand. So if we want to make more possible and connect those three words to a community foundation, we've got to hear it thousands of times before it connects. Think about how many times you had to hear Open Happiness before it occurred to you that that was aligned with the Coca Cola company. So stick with it, stay the course, put it everywhere. I promise that ubiquitous reinforcement can drive the value proposition.

[Julia Campbell]

That's fantastic. So where can people learn more about the Make More Possible campaign? Sign up, get resource kits and learn more about you. Peter, I think you should start and then Elise, you can go ahead. If you want people to connect with you online, sure.

[Peter Panepento]

So you can access the Make More Possible campaign online at makemorepossible. That's housed on the CFAI website, but we really branded that area specifically for this campaign. And you can find me and the work that I do at Turn two two co. That's where you can get the resources that we provide on communications, branding and PR for social good organizations.

[Julia Campbell]

Awesome. Elise, where can people find you and learn more about the foundation?

[Elise Hammett]

You know what, here's what we need to do. I'm Elise Hammett. I'm the only Elise Hammett on LinkedIn. So that's where you should go find me. But I want to reinforce what Peter said. Go to makemorepossible.org that is the place to go and be and find this wonderful work. Makemorepossible.org thanks.

[Julia Campbell]

Fantastic. Thank you both so much. Good luck with the campaign. I can't wait to see more about it. I'm actually going to introduce it to my community foundations in my community. They might be a part of it, but I haven't heard of it. So the best kept secret. So I'm going to introduce it. I really believe in the strength of local philanthropy and giving locally and participating locally and elevating communities from the ground up. So I believe in the work so much. So thank you both so much for being on the podcast.

[Peter Panepento]

Thank you Julia. Really appreciate the opportunity to talk about this with this audience.

[Julia Campbell]

Well, hey there. I wanted to say thank you for tuning into my show and for listening all the way to the end. If you really enjoyed today's conversation, make sure to subscribe to the show in your favorite podcast app and you'll get new episodes downloaded as soon as they come out. I would love if you left me a rating or a review because this tells other people that my podcast is worth listening to and then me and my guests can reach even more earbuds and create even more impact. So that's pretty much it. I'll be back soon with a brand new episode but until then you can find me on Instagram juliacampbell77 Keep changing the world. You know, non profit Unicorn.