How Non-Profit Collaborations Shaped My Marketing Philosophy
My marketing career started much like any art student with big dreams of paying for groceries — frantic and approval-seeking. Like most entry-level marketers, I performed every sort of task you could think of, even the ones outside of my job description, and I did them efficiently, without questioning why. Once I landed at the job I would eventually stay at for 5 ½ years, I found that sweet balance of checking off my daily to-do list with the satisfaction of having the space to strategize around a shared long-term vision for my team.
But something happened during COVID (how many times has that phrase been uttered) where we all broke out of our individualistic hellscape and took to the internet to grieve together and support those impacted by in-person work. While marketing to the cinema industry, I was building relationships every day with filmmakers around the globe. One of them, director Tom Furcillo, reached out to me with an urgent project he called the Still Rolling Initiative. It was his response to colleagues in the industry who were now out of work but still facing bills they couldn’t ignore. After brainstorming what was feasible, we landed on a simple yet effective idea: designing t-shirts to sell, with all proceeds going to filmmakers in critical financial need.
I was in awe of the project’s quick turnaround, and the direct impact it had on people who needed it most, in an industry I served daily. This experience solidified my motivation to continue pursuing these high-impact projects—ones that aligned with our company’s values and that could make a tangible difference when it mattered most. Although Giving Tuesday was a no-brainer date on the calendar to pursue non-profit collaborations, we managed to do multiple projects each year within my scope as Head of Community Relations. Each project had its own unique takeaways but they reinforced 3 principles that shaped my marketing philosophy.
Measuring Impact
Nothing soothes a marketing brain quite like stepping away from the daily metrics and asking the real question: Did we help anyone? When you shift the focus from profit to people, something powerful happens. You start to notice how your product or messaging is actually showing up in someone’s day — solving a need, making something easier, or sparking a moment of delight. Instead of contorting assets and messaging to maximum email sign-ups or link clicks, you start to ask better questions:
How did this product serve someone?
What did their experience feel like from start to finish?
Would they tell a friend about it — and if not, why?
This perspective doesn't just feel good — it refreshes your strategy. And bonus: your audience gets a break from your hard-sell posts and starts seeing your brand as one that values them, not just their wallets.
Your Community = Your Brand Advocates
When you have the opportunity to work with a non-profit, you dive head first into their communities. You learn from people who have big dreams and an even bigger network. These are expert community builders who meet people where they are, know who they are speaking to, and do it all in an authentic and approachable way.
They are in the business of connecting people to their mission for the long-term. Why? Because community building isn’t about drive-by engagement, it’s about building loyal brand advocates – that’s the only way lasting change happens.
One of the repeat nonprofits I worked with while in the cinema industry was Made in Her Image. The founder, Malakai, is equal parts dreamer and doer — she has bold dreams and is determined to make them a reality. There is no better leader for an organization than someone with unstoppable drive and the creativity to move past any obstacle in the way. I was insanely inspired with every project kickoff, and even more blown away by the results. Playing even a small role in getting these workshops off the ground was one of the highlights of my time at the company. That kind of energy is living proof of how a community grows when a visionary leader makes you feel just as inspired about the work as they are.
“Working with Chloé not only showed me what true care and empathy look like—it reminded me what’s possible when marketing is rooted in integrity. Collaborating with her across countless non-profit initiatives and programs as the founder of Made In Her Image, I witnessed her ability to hold both vision and detail with heart. She never treated community as a metric—she treated it as sacred. That level of intention is rare, and it’s exactly what makes partnerships with her so impactful.”
Malakai, Founder & Executive Director at Made In Her Image
Light the Torch
Powerful marketing doesn’t chase every viral trend — it stands strong. When your mission statement is clear, your work is purpose-driven. When your work is purpose-driven, it guides the path for every decision you make. It helps you get unstuck when you're staring down a blank content calendar. It keeps your brand voice consistent, even when you’re experimenting with new strategies. And most importantly, it gives you, your team, and your audience, something to believe in.
It doesn’t mean every post has to be a manifesto. But it does mean you lead with intention. You know why you’re showing up, who you’re serving, and what your presence contributes.
Non-profit collaborations taught me that good marketing is not about doing everything — it’s about doing the right things, with heart and conviction. When you focus on impact, community, and purpose, you don’t just drive results — you create a movement.
Community-first strategy lives here. Join us @stonesthrow.house.
