Marketing Organization
Improving Corporate Social Responsibility

CMOs and Nonprofits Join Forces for The CMO Club Cares

Averi Melcher
November 30, 2015


Cause-related marketing campaigns, millennial engagement, branding, corporate partnerships – these are a few of the things it takes for a nonprofit to succeed. Unfortunately, these can often be the first things to fall by the wayside as organizations strive to bring their visions to fruition. 

During a session hosted at The 2015 CMO Club Fall Summit, The CMO Club Cares was on a mission to change that. The initiative elevated 10 nonprofit organizations by connecting them with CMO Club members who offered top marketing expertise and guidance.

“What a wonderful opportunity to be a chosen as one of 10 charities by such high-level marketing professionals, to help see our world and a potential new constituency in a brighter light,” said Ruth Schwartz, Executive Director, Shelter Partnership.

CMOs focused on the specific needs of each nonprofit and tailored actionable solutions to move the organization’s marketing efforts forward.

During the breakout session for Value of Water, CMOs recommended looking at the numbers, using data to target the communities that would be most receptive to their message of clean water, and then acting as a Zillow for water ratings. Meanwhile, the discussion for St. Vincent’s Meals on Wheels extensively highlighted the importance of aligned messaging across all team members and volunteers.

Members at the K9’s For Warriors breakout conceptualized a video for the nonprofit that would take the viewer through the life of a dog, from the dog’s perspective. The video campaign would highlight the work these amazing animals do with veterans throughout their lives.

“Not only did I gain exceptional insights from some of the best and brightest marketing leads in the country, but I have also secured a superlative network of advocates for my organization,” said Tahoma Guiry, Director of Education, K9’s For Warriors.

Marketing advice flowed freely as CMOs and organizations delved into marketing strategies such as establishing influencers, involving university students and recruiting an effective marketing board. At the end of the day, CMO Club members were able to align with a nonprofit that they felt passionate about, while the nonprofits themselves got a crash course on marketing.

Watch the video below for a first hand account from Peter Samuelson, President of First Star, of the magic that happens when great charities and top marketers collaborate for The CMO Club Cares:

Want your organization to be a part of The CMO Club Cares program? Want to volunteer your expertise as a top marketer? Contact for more information.

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