Money for mission: how marketing fuels nonprofit sustainability

On this episode, host Lee Wochner talks with Lori Carmona, CEO of YWCA Greater Los Angeles, about what it takes to lead effectively when everything around you is shifting. With over 25 years of nonprofit leadership experience, Lori brings hard-won wisdom about strategic focus, sustainable revenue, and why great missions need great marketing.  Strategic planning is your North Star When Lori stepped into leadership at YWCA, she launched a strategic planning process with her board, staff, clients, and community. The result? A five-year plan with 10 clear goals serving as their North Star, providing direction while staying flexible on tactics.   Money for mission "You have to have a good mission to fundraise. But then it takes fundraising to implement your mission," Lori explains. Her organization diversifies revenue through government contracts, individual giving, facility rentals, and earned income. But here's what connects all those streams: marketing. Funders need impact stories. Donors need compelling narratives. None of that happens if you can't communicate what you do.  Your competition is Netflix, not other nonprofits "Nonprofits have to share that [marketing] space with companies that have really big budgets," Lori notes. YWCA Greater Los Angeles takes storytelling seriously, with social media, emails, and speaking opportunities all strategically designed to reach different stakeholders. Their Y-Her event and Justice for Her giving circle depend on visibility.   Storytelling clarifies the stakes The best stories don’t need drama. They're everyday moments reframed. When a three-year-old says, "I'm brave today," that's courage being built. When preschoolers work through "conflict resolution" on the playground, that's social-emotional development. The job of marketing is to help people see what's actually at stake in the work you already do.  Internal marketing matters With 130 staff across 10 locations, Lori uses monthly newsletters, quarterly all-staff meetings, and optional "Coffee with Lori" sessions to keep everyone connected. Your team can be your best marketers if they're equipped.  When staff understand the full scope of your work, they become authentic ambassadors.  Focus on the face of chaos The biggest challenge? "Focus, I think," says Lori. Mission creep happens when you try to do everything for everyone. Her solution: Define core programs in advance, partner strategically for adjacent needs, and plan for contingencies. "Because we had done the planning ahead of time, when you have these key decisions to make, you can be quicker."  Listen now Hear the full conversation, and learn about person-centered service design, board engagement strategies, leading with realistic optimism, and more.  Need help connecting your mission to your marketing?  Counterintuity can help you explore how to use strategic communications to support your sustainability and impact.