Episode 294: Marketing for Good – A Non-Profit Guide with Vivian Borja, CMO of Food For the Poor

In this compelling episode of The Marketing Millennials, host Daniel Murray engages in an insightful conversation with Vivian Borja, Chief Marketing Officer of Food For the Poor. Vivian shares her extensive experience in both corporate and non-profit sectors, offering invaluable strategies and perspectives on effective non-profit marketing. This summary encapsulates their discussion, highlighting key points, actionable insights, and motivational conclusions.

1. Vivian Borja’s Journey into Marketing

Vivian Borja begins by recounting her unconventional path into marketing. Originally studying international relations and aspiring to a diplomatic career, Vivian's trajectory shifted when a former president of Ecuador invited her to handle marketing for his esteemed law firm. This pivotal moment sparked her passion for marketing as a data-driven discipline.

Quote:

“Marketing is a data-driven discipline that we really need to understand. Qualitative data like human behavior, what motivates people to quantitative data.”
— Vivian Borja [02:26]

Vivian pursued an MBA in the United States to formalize her marketing education, subsequently working with giants like Microsoft and Johnson & Johnson. Her transition to the non-profit sector was driven by a desire to apply her skills for greater societal impact during the COVID-19 pandemic.

2. Foundations of Non-Profit Marketing

Vivian emphasizes the importance of establishing a solid foundation through a Theory of Change. This framework outlines the broad social impact an organization aims to achieve and serves as the guiding blueprint for all marketing efforts.

Quote:

“Creating your theory of change and having your plan is your foundation.”
— Vivian Borja [08:19]

She advocates for a multi-channel approach to reach like-minded individuals, combining various strategies to connect donors with the organization’s mission effectively.

3. The Power of Storytelling

A central theme in Vivian’s methodology is storytelling. She asserts that successful non-profit marketing transcends mere data by forging deep emotional connections with donors.

Quote:

“One of the most important elements... is the storytelling part. Because you really need to create that deep emotional connection beyond the data and the numbers.”
— Vivian Borja [10:30]

a. Elements of a Compelling Non-Profit Story

Vivian breaks down effective storytelling into several key components:

• Setting the Stage: Answering the WH questions (Who, What, When, Where, Why, How) to provide context.

  Quote:

  “Set the stage with your WH questions... make it very personal.”
  — Vivian Borja [11:43]

• Personalizing the Narrative: Giving a voice to individuals like Vivian’s community members to create a one-to-one connection with donors.

• Highlighting the Problem and Solution: Presenting the challenges faced and how the organization addresses them, culminating in a happy ending where donors are positioned as heroes enabling success.

Quote:

“In nonprofit you're seeing more this asset-based approach... listening to the community and understanding what their strengths are.”
— Vivian Borja [35:34]

b. Emotional and Logical Appeal

Vivian highlights the balance between emotional storytelling and logical data, aligning with the marketing principle that people buy with emotion and justify with logic.

Quote:

“People buy with emotion and justify with logic. The emotion is connecting you with that person’s struggle, their story. The logic is the data that justifies their giving.”
— Vivian Borja [24:49]

4. Budgeting and Grassroots Marketing

For non-profits operating with limited budgets, Vivian advocates a grassroots approach. Starting locally and leveraging word-of-mouth can effectively build a community of dedicated supporters without significant financial investment.

Quote:

“Start with your network, start reaching out grassroots, word of mouth, all those little bits.”
— Vivian Borja [18:01]

Once the organization gains traction and resources, it can expand to above-the-line activities such as broader media campaigns.

5. Leveraging Data in Non-Profit Marketing

Data plays a pivotal role in optimizing marketing strategies within the non-profit sector. Vivian underscores the necessity of understanding donor behavior and efficiently moving them through the conversion funnel.

Quote:

“Marketing is a data-driven discipline. You have the responsibility to understand the data, apply the data, look for the data, crunch the data.”
— Vivian Borja [35:39]

She elaborates on utilizing marketing technology (MarTech) to centralize data, streamline workflows, and measure campaign performance, ensuring every dollar is used effectively.

6. Current Trends in the Non-Profit Sector

Vivian identifies several emerging trends transforming non-profit marketing:

• Digital Transformation and AI: Embracing digital tools and artificial intelligence to enhance fundraising efficiency and reach.

• Transparency and Ethical Practices: Building trust through transparent communication about successes and setbacks.

• Asset-Based Community Development: Focusing on the strengths within communities to foster sustainable growth rather than solely addressing deficits.

Quote:

“Digital transformation... adopting the new technologies, adopting also the use of social media and influencers.”
— Vivian Borja [31:05]

7. Ethical Storytelling and Donor Relations

Respect and dignity are paramount when sharing vulnerable stories. Vivian stresses the importance of ethical storytelling, ensuring that individuals' narratives are portrayed respectfully and empowering donors to feel like integral heroes in the transformation process.

Quote:

“You have to give that respect... that human dignity. You are not exploiting the story.”
— Vivian Borja [28:04]

8. Balancing Fundamentals with Innovation

While embracing new technologies and trends, Vivian advises non-profits to continually refine fundamental marketing practices such as storytelling and data analysis. Mastery of these basics ensures that innovative strategies are built on a strong foundation.

Quote:

“Keep refining the fundamentals... you can't just not do it for two years or learn the newest techniques.”
— Vivian Borja [39:38]

9. Final Insights and Continuous Learning

Vivian concludes by emphasizing the importance of continuous learning in the ever-evolving field of marketing. Staying abreast of new trends and technologies while honing fundamental skills is essential for sustained success.

Quote:

“Marketing is ever-changing. That's the only constant that it's changing, changing, changing.”
— Vivian Borja [38:50]

Conclusion

This episode of The Marketing Millennials provides a comprehensive guide to non-profit marketing, enriched by Vivian Borja’s expertise and passion. From the foundational Theory of Change to the nuanced art of ethical storytelling and the strategic use of data, Vivian offers a roadmap for non-profits aiming to maximize their impact. Her insights not only empower non-profit marketers to navigate challenges but also inspire them to create meaningful, lasting change through effective marketing practices.

For those interested in delving deeper into non-profit marketing strategies, Vivian Borja’s work with Food For the Poor and her teachings at Miami Dade College serve as exemplary models of marketing for good.

Connect with Vivian Borja and Food For the Poor:

• Website: foodforthepoor.org
• LinkedIn: Vivian Borja
• Newsletter: The Marketing Millennials