Amplifying The Missions and Stories of Nonprofits!


Nonprofits can struggle with finding and keeping donors. Listen as Jennifer Henderson talks about expanding the reach of nonprofits through marketing.

Video Transcript:

It’s about who’s going to stand out above the crowd and really touch that emotion that would make someone give money.

Welcome to Amplify:

Welcome to Amplify with White Knight Productions. I’m your host, Gavin Tice. At White Knight, we’re all about amplifying voices through storytelling. And in this series, we’ll be connecting with industry professionals who know how to boost messages far and wide.

Today, we’re excited to speak with Jennifer Henderson about amplifying the missions and stories of nonprofit organizations. Jennifer is a marketing communications specialist with more than 20 years of experience. She’s the Founder and President of JO Agency, a full-service marketing and advertising and PR agency in Fort Worth, Texas.

She’s also the Executive Director of The Cause Agency, whose mission is to promote and empower the work of nonprofit organizations by providing marketing services. Welcome, Jennifer.

So, Jennifer… For our first question, let’s talk about what some of the problems that nonprofits are facing when they come to you for your services:

With the pandemic, a lot of them have really fallen behind on their fundraising, so the biggest struggle they’re having is innovating. I think that, coupled with competing for the donor dollar, is really a challenge. Here in North Texas, we have about nearly eight thousand nonprofits competing for the same dollar, and so it’s about who’s going to stand out above the crowd and really touch that emotion that would make someone give money.

Do you have any advice for reaching new potential donors or advice for maintaining the relationships with the existing loyal donors that you have?

There’s a lot of tools that are out there for finding look-like audiences. We’ve done things where we take existing donor databases and find existing audiences that have similar interests. They may have the same demographics, maybe the same age group, or same mission-minded focus. And you can easily target those groups on social media or in different ways through direct mail.

Keeping your existing audience is really hard. If you have a great donor that gives a lot or gives of their time, then you’ve really got to focus on customizing what they’re wanting to see from you as an organization — spending time with them, sending them thank you notes, you know… if you can, take them to lunch, you know.

Donors don’t need gifts. It’s always welcome, of course; but just showing that you really appreciate them is, I think, key. Just acknowledging their gift is number one and however you decide to acknowledge that is really worth taking the time to think about how you’re going to do it and make a memorable impact.

So, with technology changing, how should nonprofits be tapping into technology to better reach their donors, and why is it so important to stay on top of the latest trends and advancements?

Trends come and go, but technology improves constantly. So, if you can do things that help you make your job easier, then by all means… it’s worth investing.

If you’re scared of technology or if you’re scared of what’s new and greatest, find an employee on your staff that loves that sort of thing. It’s worth investigating. Nonprofits, you know, have tight budgets. And if you could find smarter ways to do things on a shoestring, then it’s worth spending the time investigating and making your life easier.

There are so many inexpensive ways to reach your audiences. And we personally love campaigns on social media and digital marketing, and we’ve become very strategic and very good at it. And if you can spend, you know, $300 and reach an audience of 100,000 people, then you can easily see that return on investment. It’s just looking at data and looking at what’s working and what’s not resonating.



Thank you so much, Jennifer, for sharing your insights on the world of charitable giving. And to learn more about Jennifer and her nonprofit organization, visit And to hear more insider scoops on how to amplify your story, be sure to follow White Knight Productions on your preferred social media for updates on future episodes.



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