IN THIS EPISODE…
Nonprofit marketers can transform communities by blending transparent storytelling with compassion. But how can organizations effectively tell their stories while meeting urgent operational needs?
In today’s episode of Matters of Creative, host Jenny interviews Lauren Green, Director of Marketing and Communications at the Humane Society for Tacoma and Pierce County. Lauren shares her journey from entertainment marketing to animal welfare, and discusses how strategic storytelling and community engagement can save animal lives and create meaningful connections.
From her early volunteer work with a cat rescue to leading marketing efforts for a major animal shelter, Lauren demonstrates how passion can drive professional transformation. She discusses the significance of departmental collaboration in nonprofits, the power of volunteer support, and the critical importance of transparent, authentic communication in building community trust.
ABOUT OUR GUEST:
Having previously led the Pacific Region’s marketing efforts for Best Friends Animal Society, Lauren brings over a decade of animal welfare marketing experience to her position as Humane Society for Tacoma & Pierce County’s Director of Marketing and Communications. During her time there, she secured high-profile collaborations with celebrities, influencers, and brands, including the Los Angeles Dodgers, and garnered media placements in outlets like People Magazine. She also served as a mentor to multiple Los Angeles County municipal shelters, helping them improve their marketing and social media strategies to increase positive outcomes for animals with extended stays.
Before her animal welfare career, Lauren worked in the entertainment industry for companies such as NBC Universal and TMZ.
HERE’S A GLIMPSE OF WHAT YOU’LL LEARN:
- [1:37] Lauren’s journey from entertainment marketing to animal welfare: How volunteering with a cat rescue sparked a career transformation
- [4:01] The importance of pursuing passions both professionally and personally
- [7:41] The day-to-day marketing work of a nonprofit
- [10:21] Staying flexible in support of your community: How to determine where your priorities lay and what pivots to make when changes and unforeseen circumstances inevitably arise
- [16:40] The critical emphasis on transparency and community connection in nonprofit marketing efforts
- [19:38] The Humane Society for Tacoma & Pierce County’s top performing marketing channels
- [25:44] Creating a culture of philanthropy within your nonprofit
- [31:05] Marketing advice for smaller animal shelters with limited resources
- [33:34] Common misconceptions about animal shelters
- [35:32] Future marketing efforts and brand revitalization plans for the Humane Society
RESOURCES MENTIONED IN THIS EPISODE:
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- Lauren Green on LinkedIn
- Humane Society for Tacoma & Pierce County: Instagram | Website | LinkedIn
Quotable Moments:
- “Marketing is only as good as our operations, and our operations is pretty fire.”
- “We cannot see this vision through without our communities backing, and we don’t have that without our reputation.”
- “I think storytelling is really probably the biggest piece of our visual work, how you experience our brand.”
- “No interaction is too small because you never know who you are reaching that needs to hear whatever that messaging is the most.”
- “It’s a culture of philanthropy. This isn’t just a, “me and my department putting on the razzle dazzle sharing the stories…” every one of us has a piece in that, and my work isn’t possible without them.”
- “We get people in the door, but it’s the people here that make that experience really special, that they want to share it with their friends.”
Action Steps:
- Leverage volunteer talents: Engage volunteers’ passions and skills to support marketing efforts.
- Develop transparent, community-driven storytelling: Create content that showcases the human impact behind your work, connecting authentically with your community.
- Foster a “culture of philanthropy”: Build departmental collaboration to ensure all team members understand how their work contributes to the organization’s broader mission and impact.
- Create adaptable marketing approaches: Develop flexible communication strategies so you can quickly respond to urgent nonprofit needs and provide community support.
- Implement multi-channel engagement: Utilize diverse marketing channels, including social media, local media, text messaging, and leveraging word-of-mouth marketing to reach and inspire your community.
SPONSOR FOR THIS EPISODE…
This episode is brought to you by M Agency, a full-service creative marketing agency in Tacoma, Washington.
We are a strategic partner for companies wanting to build memorable brands, websites, and marketing campaigns.
Our team of creative professionals leverages their unique talents and skills to provide various branding, design and development, marketing, and creative services.
If you’re ready to take action with your marketing, visit https://whatisyourm.com/.