| “This is one of the best trainings I’ve ever been involved in. Great job!”“I used to think of marketing as icky/manipulative, but this brand of social marketing and culture change helped me restructure how I think about messages and the importance of framing and how to connect that to my organization.”
“I not only gained valuable tools, but literally experienced a paradigm shift in the way I look at communications and the contribution I can make in my organization and community.”
–Annual Institute participants
Track Leader: Betsey Russell
How you position your organization can make the difference between achieving success and just barely hanging on. In this session, you’ll learn the importance of developing your organization’s brand, and how to create a brand that’s right for you. You’ll also learn the strategies for creating a marketing plan that reinforces your organization’s most important activities and garners greater brand awareness. You’ll leave with the beginnings of a solid brand and a marketing plan that will put your organization on the map. Having a current strategic plan for your organization is strongly suggested, but not required.
Track Limit: 20
| Betsey Russellis an expert in nonprofit branding and communications. She has worked with nonprofit clients with a wide range of needs over the past 20 years. She uses proven for-profit strategies and experience to help her clients unlock their marketing potential and elevate their level of professionalism in the communications arena. Her specialties include helping nonprofit organizations identify and profile targeted audiences for the most effective communications, determining effective brand positions and strategies, producing results, producing marketing/communications plans that resonate with clients’ audiences, and developing attention-getting messages that drive audiences to action. She also is an expert in understanding complex information from foundation and nonprofit programs and distilling that into engaging, exciting print and web-based communications for broader audiences.In 1996 Betsey created WordOne, the first business in the Southeast devoted exclusively to developing strategic marketing communications for nonprofits and charitable foundations. The firm’s award-winning work has delivered superior results for clients like the Georgia Foundation for Independent Colleges, the Home Depot Foundation, Nebraska Community Foundation, Center for Rural Strategies, Associated Colleges of the South, the Atlanta Women’s Foundation, the Southeastern Council of Foundations, the Georgia Center for Nonprofits and many others. In 2005, Betsey sold WordOne to Mansell Group, an Atlanta-based online marketing firm. After remaining with the firm for two years, she returned to a full-time freelance practice in 2007. She is now based in Asheville, North Carolina.
Betsey began her career working for a leading annual report graphic design firm in Washington, DC. She discovered the joys of working with the nonprofit world when she moved to Atlanta in 1991. Her work has netted local, regional and national clients the results they deserve. In addition to directing a flourishing business, Betsey is highly involved in community organizations and activities as a volunteer and currently serves as chair of the board of the Asheville City Schools Foundation. She chaired the Board of Directors of Senior Connections and founded The Destiny Fund of the Atlanta Women’s Foundation in 2001, an innovative donor-advised fund for women ages 25-45 who want to make an impact on the community by learning about, investing in and making grants to women’s and girls’ issues. She is a graduate of Leadership DeKalb, class of 1997. Selected speaking engagements have included the Southeastern Council of Foundations, the Georgia Center for Nonprofits, Association of Fundraising Professionals and the Georgia Rural Philanthropy Initiative. |
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