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Understanding Today’s Market: Nonprofit

Episode 43 | Aug. 2, 2022

In this episode, Gaia and Andreah are joined by Christy McWilliams, VP, Customer Strategy at Merkle and Rick Gentry, Director, Client Strategy at Merkle. These nonprofit and fundraising experts dive into best practices for building a relevant and successful nonprofit marketing strategy today.

Listen for these highlights:

  • What unique challenges are nonprofit marketers facing right now?
  • Why are nonprofits rated by third parties, and how does this affect consumer behavior?
  • How does the nonprofit business model differ from other industries?
  • What are top nonprofits doing to evolve in the current economic market?
  • How are inflation, supply chain disruptions, and COVID-19 affecting nonprofit growth and marketing?
  • How can we put philanthropy front and center for future generations of donors?


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Episode Details


Manager, Customer Strategy
SEO Associate Director


Christy McWilliams
VP, Nonprofit Strategy
Director, Customer Strategy

Episode Notes

Guests Christy McWilliams and Rick Gentry discuss the ins and outs of marketing for nonprofits. With more than fifty years of experience between them, these Merkle nonprofit experts share how current challenges are affecting revenue, growth, and donor engagement.


  • Nonprofits address chronic issues of the world, acting as a critical arm for social advancement.
  • A historical change is taking place as fundraising efforts move from using predominately direct mail to digital communication.
  • The influence of Millennials and Gen Z is growing across the market.
  • Today’s constituents want a relationship with the organizations they donate to.
  • Nonprofits need to be willing to move forward, even in tough times, so they don’t fall behind the curve.

Episode Video