The Smart Communications Podcast: Episode 170 Summary

Title: How Can You Conduct Marketing and Fundraising Ethically?
Host: Farah, Co-Director at Big Duck
Guests:

• Karen Lindsey, Interim Chief Executive Officer, Girl Scouts of Greater New York
• Lindsay Cosgrove, Chief Strategy Officer, Greenwich House
• Sasha Prado, Senior Manager of Major Gifts, Robinhood

Introduction

In Episode 170 of The Smart Communications Podcast, host Farah engages with Karen Lindsey, Lindsay Cosgrove, and Sasha Prado to explore the intricate balance between effective marketing, fundraising, and ethical considerations within nonprofit organizations. The conversation centers around their collective experiences with Girl Scouts of Greater New York's Troop 6000—a program designed to serve girls and women in New York City's shelter system.

Guest Backgrounds and Connection to Troop 6000

Karen Lindsey oversees multiple key areas at Girl Scouts of Greater New York, bringing over two decades of nonprofit expertise. Lindsay Cosgrove has a rich background in strategic planning and fundraising, recently transitioning to Greenwich House as their first Chief of Staff after significant contributions at Girl Scouts. Sasha Prado specializes in major gifts and has a history of fostering philanthropic partnerships, most recently at Robinhood.

Lindsay Cosgrove shared her deep emotional and professional connection to Troop 6000:

“Troop 6000 was an opportunity to take the cachet of a hundred plus year old, highly recognizable brand, create something wholly new... it really kind of captured the imagination of thousands of people all over the world.”
(03:21)

Sasha Prado highlighted the rapid expansion and the initial hesitations faced:

“I was reluctant. This was a huge undertaking, especially given that tight timeline. But I knew this was something unique and that we needed to seize this opportunity.”
(05:13)

Farah reminisced about her past work with Girl Scouts, adding a personal touch to the discussion.

Navigating Media Coverage: From Exploitation to Celebration

The trio delved into their journey with media coverage of Troop 6000, emphasizing the transformation from exploitative narratives to empowering and celebratory representations.

Lindsay Cosgrove emphasized the importance of responsible reporting:

“Always use person first language to put someone's humanity in front of the situation that they're in.”
(07:42)
“Use empowering images that show the community you're serving receiving the service and the joy it brings them.”
(07:42)

She cited a specific example from a Teen Vogue photoshoot where the imagery initially lacked the desired empowerment:

“The girls didn't always look empowered. And that's not what we want to see.”
(09:11)

Sasha Prado discussed the ethical approach to storytelling:

“It was important to tell a compelling story about this program while being cautious about not exaggerating or sensationalizing the circumstances.”
(10:37)
“Sharing and citing data in our proposals and solicitations was helpful with combating stereotypes and correcting assumptions.”
(10:37)

Tools and Processes for Ethical Communication

To ensure ethical standards in marketing and fundraising, the team implemented several tools and processes:

1. Guide to Responsible Reporting:

   • An email with instructions and reminders sent to all media partners.
   • Printed copies available on-site to ensure constant visibility.

   “It's a really set of instructions and reminders that we send to reporters anytime we were going to work with them.”
   (13:31)

2. Person-First Language and Empowering Images:

   • Shift from terms like “homeless Girl Scouts” to “Girl Scouts experiencing homelessness” to prioritize humanity.

   “Always use person first language... Girl scout experiencing homelessness.”
   (07:42)

3. Social Media Management:

   • Centralizing the language and imagery on the Troop 6000 homepage to guide public discourse.
   • Signage and instructions at events to ensure respectful and appropriate social media engagement.

4. Vigilant Oversight:

   • Continuous monitoring of media output and social media mentions.
   • Proactive engagement with media outlets to correct misrepresentations.

   “You have to keep following up even after all of that stuff.”
   (17:32)

Sasha Prado added strategies for donor interactions:

“Instead of a no, it's about offering an alternative that makes sense for the donors as well as the program participants.”
(18:51)

Internal Practices for Ethical Fundraising and Communication

Addressing internal team dynamics and biases is crucial for ethical communication.

Lindsay Cosgrove stressed the importance of internal self-awareness:

“You have to first think about the biases and stereotypes that were in your own brain and to address what you were thinking before the way that you would speak would come out organically.”
(22:13)

Sasha Prado highlighted the necessity of open dialogue and collaboration:

“Having an open dialogue as fundraising and communications materials are developed with that in mind is key.”
(24:06)

Karen Lindsey emphasized participant safety and the responsibility of protecting vulnerable individuals:

“Remembering the worth that you're bringing to this and the responsibility we have to these participants.”
(25:39)

Practical Advice for Ethical Fundraising and Communication

The guests provided actionable steps for nonprofits aiming to enhance ethical standards in their marketing and fundraising efforts:

1. Review and Revise Materials:

   • Update language to person-first terminology.
   • Incorporate data to support program needs accurately.

   “If you notice something in your materials that could benefit from a refresh, take the swing.”
   (26:12)

2. Critical Evaluation Exercises:

   • Conduct team exercises to identify and correct problematic language or images.

   “Encouraging people to be more critical and see what comes up in that conversation.”
   (27:34)

3. Inclusive Content Creation:

   • Involve diverse team members in reviewing content to ensure varied perspectives.

   “Watch your gala video independently first and then discuss it as a group from lots of different people.”
   (28:57)

4. Educate Donors and Media Partners:

   • Provide guidelines on preferred language and appropriate questions.
   • Host events that allow donors to witness the program's impact without infringing on participants' privacy.

   “Teach them the preferred language and types of questions to ask.”
   (21:43)

5. Assert Organizational Worth:

   • Recognize and communicate the value your organization brings when negotiating partnerships or donations.

   “Recognize your worth and that every situation you're getting yourself into, there is some kind of benefit to your organization.”
   (30:24)

Conclusion and Final Thoughts

The episode concluded with reflections on the ongoing journey towards ethical communication. Lindsay and Sasha envision services that ensure ethical standards in event media, advocating for inclusive and representative content. Karen reinforced the importance of maintaining organizational integrity by prioritizing participant well-being over immediate gains.

Farah encouraged listeners to engage with Troop 6000 and explore further resources, emphasizing the continuous nature of ethical improvement in nonprofit communications.

“It's never too late to do this just because it hasn't been done. You still have reflections and lessons and insights.”
(25:57)

Resources Mentioned

• Troop 6000 Page: Girl Scouts of Greater New York - Troop 6000
• Book: Troop 6000: The Girl Scout Troop that Began in a Shelter and Inspired the World by Nikita Stewart
• Contact: Connect with Karen, Lindsay, and Sasha on LinkedIn or via transcript@bigduck.com
• Podcast Feedback: Review on iTunes or your preferred platform, and email feedback to hello@akeduck.com

This episode serves as a comprehensive guide for nonprofit leaders striving to balance effective fundraising and marketing with ethical responsibility, ensuring that the voices and dignity of those they serve are always prioritized.