Keeping the mission and message fresh when your organization is iconic, and the benefits and challenges of having such a popular brand.

October 24, 2016


Carli Howard Good, MSW is the Executive Director of Susan G. Komen Greater Kansas City.  With over 15 years’ experience in fund development, communications and leadership she is responsible for the strategic direction of the Komen Kansas City affiliate – which is comprised of 17 counties in both Missouri and Kansas.  She has implemented successful campaigns for other major non-profit organizations including the American Heart Association and March of Dimes.

Carli’s deep belief that everyone should have quality health care that is both affordable and accessible – motivates her every day to fight for the mission of Susan G. Komen with all the tools at her disposable.


It’s about the story: the why! Why are you personally connected to the nonprofit you support? Find your why and share it with others.

Be where your supporters are with your messaging and calls to action. The majority of our Susan G. Komen supporters are on Facebook and Twitter so we naturally have a strong presence there. Find your following and be where they can find you.

Be sure to listen too! Communications should be a two-way street: you need to listen as well as to talk. We try to balance our messaging 1/3 sharing from others (reposting/retweeting, etc.); 1/3 promotion of events; and 1/3 content that positions us as leaders in the breast cancer community. Listening allows you to be able to share engaging content as well as better understand what your community is talking about (and craft future messaging, etc.). Listening also allows you to (and you should typically) respond. Thanks for the comments. Interesting take on the issue, etc. Let them know you are reading their comments … “Social” media always needs the social part!

Learn how to tell if something is working! Use analytics! Obviously if it’s a fundraising campaign and donations are coming in its working but could it be better? Use the data you have at your disposal (email systems typically have stats on open rates, click-through percentages, etc.). Facebook and Twitter have their own analytics that are simple to use and understand. You’ll never know how well you are doing (if you are doing better or worse) unless you look at the numbers. It can be as simple or complex as you can handle. But a plan without analysis or comparison will have a tough time being successful!

Don’t be afraid to fail! (Within reason) Social media allows you a bit of flexibility in your approach and not every campaign will be successful. But you’ll never know what works unless you are brave enough to try.