If you can't tap into their values and their passions and their purpose, if you can't be culturally relevant, it's a big thing we focus on, you can't be relevant. And if you can't be relevant, you will be trusted, but to a very small group of people.
Hey, I'm Jon.
And I'm Becky.
And this is the We Are For Good podcast. Nonprofits
are faced with more challenges to accomplish their missions and the growing pressure to do more, raise more and be more for the causes that improve our world.
We're here to learn with you from some of the best in the industry, bringing the most innovative ideas, inspirational stories, all to create an Impact Uprising.
So welcome to the good community. We're nonprofit professionals, philanthropists, world changers and rabid fans who are striving to bring a little more goodness into the world.
So let's get started.
Hey, Becky, what's happening?
I'm so excited to be here. We're talking about fostering trust and connection with your brand. Because you all giving us personal and transformative change happens when people align with the values, the needs and aspirations on your mission on this really deep level. And as marketers, we just have this really unique opportunity to foster that connection at scale.
Can you believe we got to sit down with Shelley Diamond, CMO at UNICEF, USA for this conversation at the Nonprofit Marketing Summit. And the room the chat was exploding that day. And we were just having so many takeaways that we're thrilled to bring it to the podcast. Today, we're gonna be diving into UNICEF USA's journey to redefine its brand identity by leaning into, hello, trust, authenticity, deep understanding of its audience. And this renewed commitment to the mission.
Yeah, what a rockstar. I mean, Shelley is this passionate builder of global brands and businesses with this expertise across an array of communications disciplines, like we have the stars in our eyes, talking to her. And she's really sharing lessons learned along the journey. And just key steps that her team took to elevate brand relevance and strategies that are really responding to the evolving needs of our world. Shelley is this amazing mentor and champion of women in the workforce. And she also loves her rescue grand pups. So without further ado, Shelley get into this house.
Hi, so nice to be here.
You know, Shelley, we want to give you a chance to tell a little bit of your story. But we know you're unflappable from just the minutes we get to talk to you about the work that you're pour into. It takes a different type of person to be able to lean into some of the hardest challenges and see some of the hardships. But tell us a little bit about your story, connect the dots of where you came from what, you know, connected you to this work of pouring into one of the most prolific missions on the world today.
Yeah, so first of all, I'm incredibly lucky to have this role at UNICEF, USA, it's actually I didn't realize it was my dream until it came true. And I can say Indeed, it is the dream come true. It's beautiful. So my name is Shelley Diamond, I joined UNICEF as the chief marketing officer in 2018 and that was after spending the entirety of my career, at y&r in various roles running the New York office, running big global clients, and importantly, also running our social impact practice. That was always always my passion. And I had the opportunity to do that during my career at y&r. But even before that I'm a first generation daughter of a Holocaust survivor. Honestly, giving back and helping the world be a better place is in my DNA. You know, every day, my mom would say, You are so lucky to be born in this country, where you have all these freedoms and opportunities, do something with them. And I mean, obviously, everybody has their own experience, but that and there's many other things, but was the one that I thought, Okay, I'm here for a reason. She survived. I'm here, my brother and he's also very much a purpose driven person. So when I was given the opportunity to work with UNICEF, as I said, before, it was a seminal moment in my life where my passion, my skills and talent and purpose, sort of intersected and you know, every decision you made got you to this perfect moment. All of the things that I learned in my agency life, provided me for the skills to do what I needed to do for the for the UNICEF brand. So my job was clear to take the 78 year old brand and make relevant again, but we want to preserve all of the beauty of the brand and the trust and the stature and the esteem and the knowledge but we really had to do some real work growing our equity and driving momentum, and importantly, to continue to earn and again, this goes back to the subject, earn the trust of the American public, which is obviously the topic on the table for today.
Well, as someone who not only believes that you are doing a yeoman's job of taking care of the, the worldwide children's needs, who are in crisis, but also thinks of you in response to emergencies, I just want to compliment you on this incredible brand that when I see it, I see children's faces, I see I see humanitarian efforts. And so I really want to commend you for the brilliant job that your team is doing on on the frontlines. And I think I love that you've you asked this poll, and I think this is such a good tip, we've got these tools in this house, we should use them, thank you for using the marketers, you have tools in your own house, we should use them, but you are very much a research, forward facing institution, you value it, and you've taken this data driven approach to engage engaging all of your audiences. And I think that that's really helped build that trust component built that brand affinity component, like talk to us more about that, and how that came to be in your ethos.
Yeah, so um, you just said everything, everything starts with our audience. It's not about our brand, it's about how people interact with our brand, what people think about it, how they've internalized it, what it means to them at any given moment in time. So we started with audience understanding, and I know we have a lot of nonprofit people on the line, you know, when I joined UNICEF, so can you do this, you know, audience research, so we can figure out ways to build the equity of our brand? And they were like, we have to do what? Why? How much is it going to cost? What is it going to return on investment? And I'm really, I mean, that is a gross exaggeration, because in fact, my current CEO, he has not only respect but he believes in the power of the brand to drive profitable revenue, to increase our audience size to make us more relevant. So, but that was then that was 2018. That was the beginning of the journey. So we wanted to really get a much more nuanced knowledge audience, what do they care about? What do they say? Because people say one thing, but what do they do? Well, again, we're in a great position for that. Because you can do quantitative research, you can do qualitative research. We do polling both online and through an organization called Harris, do a lot of the political polling, people say a lot of things. But do they actually do what they say? Well, we're also in an enviable position. We're a performance marketing organization as well, we didn't know what they do. So out of those two things drive so. But getting back to the question of the table, which is trust, knowing what people care about knowing what they do, not just what they say. You have to earn their trust, by respecting who they are as human beings. When trust is approaching, right? You can't expand your audience to the next generation. So the people who UNICEF polls, I mean, I'm talking to people who know our brand, because we are all about children. That is our mission. We're a humanitarian organization that fights for the rights of children to be safe, healthy, protected, and educated. But to the general public. You don't see that kind of, of polling. So we have to be able to expand our audience to the next generation of supporters, but get to understand who they are. I think, again, most of us have older donors. We've, we know them, they know us, we respect them. They give us money, we respect them a lot. They take advocacy action. They're loyal. In fact, our research on brand, the first thing we did to understand how to build trust, and get this nuanced understanding is to understand what the people who love us think of us. And then what is
Really smart.
Yep. And then what is an audience of people who are predisposed to be charitable, so they fit the profile, but they don't really know our brand. And to that audience, they really didn't know us. They knew us but they really didn't know So I know UNICEF, I heard of UNICEF, I trick or treated for UNICEF, but don't really know what they do. How do you build trust with someone who doesn't actually know you? So that really became our, our North Star. We look at the data across the organization, because being data driven, I mean, it's not only a discipline of the marketing team, this expense extends well beyond marketing. This is about measuring,
Yes, preach it.
This is about measuring the impact of the work that we do. I mean, if you're gonna trust us, you have to know what we've done with the trust with somebody with the advocacy action with the community fundraising, you know, with joining a club, when you were a kid in high school or college, we have to also respect that donor journey, where are you coming from? What is your preference? How are you engaging? What stories are resonating? What actions are you taking when, and you have that you have it across your owned channels, or social platforms, our website, you have it our LinkedIn page, I mean, we have a ton of knowledge about how you engage with us. We have our earned media, you know, Becky, you talked about coming out of PR, PR is probably our most powerful brand building tool, you know,
Lift it, amplify it, let's do it.
So Lawrence O'Donnell started talking about Malawi and educating girls in over the last years that he's been doing it, we have raised millions and millions of dollars. But at that moment in time, that earned media has to connect with your paid media, you have to recognize and respond to the channel. And again, not looking just at what they say, but what they do. And then you start really getting a pretty deep understanding. But it's not just understanding and getting that information, what do you do with it? So our challenge a and many other spaces is connecting the dots across all the data that we have in our organization, which comes in all different forms. I mean, we have more data than we connect. So we're working there, that's a big initiative for us doing that, and so that we can create powerful insights, because all this data is a lot of data. But what does it tell us about people? How can we act on what we learn? How can we build out our more thoughtful and supporter centric experience? So again, if you're tone deaf, to what people want? And what's happening world around them, how are you going to build trust, if you can't tap into their values and their passions and their purpose, if you can't be culturally relevant, it's a big thing we focus on, you can't be relevant. And if you can't be relevant, you will be trusted, but to a very small group of people. So we want to create an authentic bond, not just a transactional bond, which happens by the way, we're an emergency organization, when something happens in the world that affects you. We are out there, and we are trusted to deliver and drive impact, we have a moment of huge engagement. And then not so much. So we do have our work cut out ahead of us, yeath.
I mean, Shelley, here's the deal. You're such a brilliant marketer, you're leaning into your data without losing your humanity. There is about 500 directions, I want to just go deep with you. But I want to kind of stay on this thread of trust building because I think I've done this so well, and y'all, you've had the ability to elevate your brand amidst so much rapid change, I think of like, coming into this role and then having the global pandemic but then you overlay that you're working with children that are in crises all over the world. I mean, it's painful that you've been trying to total those up. How do you do that? How do you really allow yourself to step back, know what your vision know what your goal is, and really elevate your brand and not get distracted with all the things that are easily distractible.
I would say we try.
That's so honest. Us too.
We try. I think our lives you have to understand that again, talking about the marketers, because I will say on the program side, they're just remarkable. And they have to deal with emergencies that are happening all over the world from we talked about earlier, Gaza, to Lebanon to Syria, to Sudan, to Haiti to Ukraine, to Miramar. I mean there's nothing but unfortunately, I don't want to call it distraction but trying to do a million things at the same time. But our job is to understand what's happening in the world. Our job is to be the eyes and the ears. was listening and understanding sentiment. While we're in that moment, it's like that first 48 hours after something happens, there's this emotional reaction response availability. And it's it's anger, it's this, it's helplessness. It's this deep desire to do something. So number one we have to hear, we have to hear what our supporters want, we can see what they want, we have to sadly, listen to everything that's being said, on social media, we do use some AI so we can aggregate some of the sentiment, basically, we're always on we're 24/7, with our social listening tools, and our polling data. So on trust, we have polling data where we can look at the Gen pop, and then our key audiences at a moment in time to see what their shifts are in activity, based on the activities that are happening with our brand and the world. And we can look at our trustworthiness. And we can flex when we see that at least dig deeper. Okay, we just saw a dip in what happened. I mean, we sometimes know and sometimes we don't know. But we do know at at the end of our fiscal or as we're ending our fiscal where we are right now is trust is our number one attribute.
Well, I just want to compliment you because it's so beautifully done. And what I'm hearing you say is you have really built this culture of listening. And not only just listening, but using that data to inform the next step. And I think we as as fundraisers and marketers and people in impact work. I mean, there could be nothing greater to us than listening to what the community's needs are. What are beneficiary's needs are. Hello, staff internally, what are our program managers need? What are they seeing? What are the people on the frontlines need? And I really think that's such a great Hallmark that you're lifting out. And I kind of want to pitch this into the community too. And I would love to hear everyone's responses. I want to know what you all are doing to build trust online? Because I think we need a mosaic of ideas, what's working for you? How are you listening? How are you building that trust? How are you getting that drumbeat going of storytelling, because I want to drill into something that you all are doing, Shelley that I know everyone here is going to want to know, because we talked about trust based philanthropy on the We Are For Good podcast all the time. But you all are using trust based philanthropy audiences to unlock unrestricted giving, which is such a tough nut to crack, I think. And I want you to tell us one, how are you doing this? Into? Like, what is this unlock for you, because we think there's probably some organizations out there that are either starting to really put a focus on marketing as mission and their brand, but also maybe even rebuilding trust with some of their brands. So we would love to know what UNICEF has seen and how you're able to do this and translate it to unrestricted giving.
I'll start with the trust part, that is the unrestricted giving obviously, the first step is that I have to trust that you will be an honest steward of my money, or my advocacy, or whatever it is that I give you. So some of the things we've learned to build and maintain trust, again, you have to operate at the agility, operating at the speed of culture, it shifts so much. So when an emergency is happening, and Ukraine as an example, and people want all of their money to go unrestricted to Ukraine. And it hits a point where Ukraine can't even absorb all that money because of what was going on. Initially, I'm talking the first 48 hours, you want to have an honest, trusted dialogue with your donors to say, we would like to provide these funds to the parts of the world that need it most. Because the impact that we can have on children around the world will be greater. And that's honest, and that's fair and that's fact. But again, you're in a moment in time. And so we have to be mindful of what it is that you are to build that trust. Let's just say one thing about trust, it takes a long time, 78 year organization, it takes about eight seconds to lose that trust. And it can erode over time. So you know, I mean, again, social media, think about the brands and all the misinformation that's out there. So again, going back to building a strong brand, a trusted brand has one thing that is critical in the world we live in today, and that is recovery time, I am not going to completely discount you, because you've done so many great things. And maybe I don't like what you're doing right now. But I know you are an authentic, brand, authentic, and transparent. Authentic is a brand attribute that leads to trust. And sometimes, and we can think of some authentic brands in people that we don't much like, but you know, what they're saying is
They shall rename nameless. Yes.
So we know that authenticity leads to trust. And transparency is a critical brand value, getting back to unrestricted and trust, trust based giving is all about that transparency, if I'm asking you, but I'm telling you, and I'm giving you a choice, I am having a dialogue. And if you have questions, we keep this communication going, we continue to show you the impact of the money in parts of the world that you are not even aware, the level of emergency that a Ukraine had, because the press in this country determines where the emergency needs are greatest. Yeah, it's not always the case. So I would say that the other I would say is that we also have an attribute that we're working very carefully to cultivate called visionary. People want and trust. And this gets back to unrestricted giving, too. If you're visionary, you have a view for what needs to be done in the future. And so the money that you give me now, given to me, unrestricted, it has it's cross cutting climate change. It affects education, it affects nutrition, it affects health, it affects adolescent girls. It affects children all over the world. So you just have to tell people, you have to educate them, you have to give them let them educate themselves. I don't want to be so pompous to say we have all the answers. But we have developed a strong, cohesive brand voice that captures our positioning, which we shorthand as badass do gooders. We are relentless. We won't stop until every child is educated and respected. It's a rallying cry. It's shared with our audience. It's shared internally, it comes directly out of the work that we do. And it's the enabler for delivering to children everywhere in the world. Again, if I believe that you have a vision for here's the other thing with restricted or unrestricted will no money help look at this world? Oh, my God, people are these kids are starving. What is my $10 going to do? But if we say trust us, if everyone felt that way, we would have have a much bigger problem than we have now. But if we can raise unrestricted funds, and give it the money to the countries that need it most at a moment in time, or the initiatives are doing things today, that will actually help them are doing something with excess water today. So when is the next drought comes they're prepared. Giving things that are sustainable? So we get out of that everything isn't about everything's about an emergency. So, I mean, it's hard to do. And I understand it, because we have a metric around Charity Navigator that just you know, does not tell the the story.
Yeah.
It's true.
I think Shelley like this is such a superpower, especially for fundraisers that identify as marketers, a lot of them in the room today is that this vision, like what we're calling people into, like, that is how we're going to change the world. I think it's a superpower to be unlocked. And so you talk a lot about audience, I'm gonna start to transition about audience because this is something we can all relate to. I mean, give us an example of how just listening and understanding what your audience is saying, change the direction of maybe how a campaign went, and as a result that probably built stronger trust?
Yeah. I love that question. And I thought of so many different ways to answer it. And I, I, to your point about hope. I decided to answer it in a more hopeful way. So we and again, I'm assuming many others on this call have the same issue. How do you bring in youth? How do you bring in Gen Z? How do you get past the I don't trust the man? You know, how do you give them hope when they think, they think we've screwed up their world? Right. So we went into a piece of research with an assumption, well, we knew because we have a lot with that. 30,000 youth who are part of either a high school or college club, and we knew one of the top top issues on their mind is climate change. We also made assumptions that just like the rest of us that there's, there's huge anxiety, eco anxiety and it's a thing, right? It's an actual conflict that happens, especially among the young. So, we decided to do a piece of research, I think it was done in 13 countries. And what we learned was our audience is in fact passionate about climate change. But listening to them and seeing the answers to their questions, we saw that actually, what they wanted was not to be reminded of anxiety of climate change like enough, you could tell me all the horrible things are happening from climate change. But they were optimistic. They said, give me the tools, the learning the education, the support. And we said, wait a minute, that's not eco anxiety, it's eco optimism, that is the space that we have to that we have to begin to identify starting with our youth audience, but taking it much broader. And we have an incredible group, a UNICEF and and an organization that has embraced us with both arms, that our thought leadership platform which we were developing, we were going to kick it off with eco optimism. That absolutely was a time when we learned something from the future of our organization, a group who everyone covets, let's look what's going on. Politics, we all want Genz Z, and what we saw was yes, they don't really trust, actually, they don't really go to social media, when it comes to things like that they go to influencers, who they follow who they believe are the experts in that area. They actually believe that government, particularly at a community level can be game changing. But what they don't know is how do I go, how do I how do I engage in a way that's effective with government officials? What can I do to make this change? And then here we are, because we are, this is what we do advocacy, policy change, at the local level, at the federal level, we're doing green skilling, because we're working on climate resilience. These are the things that resonated with them. And now this isn't about give me a donation, give me, it's like join us join the mission, join the movement. And that's what we did.
Okay, let's, let's all just geek out about for a little, because I think all of us could say we have some ego anxiety, but marketers know something. And it is that words matter. The way you position messaging matters, the way you invite people in matters. And so I'm really going to challenge everyone to kind of take this UNICEF approach, which is this instead of the cynicism first, let's take this like activation and optimism and grit and moxie. And let's like put that out in the world. And now you have a video. And I know you have brought a video that kind of illustrates some of this. So we want to tee that up. Do you want to give any context first.
Yeah, I do. Yeah, because obviously, everything you said, first of all, thank you, geeking out on something I said.
You're doing it. I'm so proud of you. It's hard work.
Thank you, very appreciative. We, back to the youth, and it's not just the youth we want our supporters to see themselves as representatives of the brand and as brand champions because we all want our brand our brand supporters to be brand champions again with a very for brand perceptually giant, we have a remarkably small supporter base. So how do we bring in people who can see themselves in the mission. And we came up with this idea which we will show you so that we could find a way for people to see themselves so that they will want to be more involved in our mission. So that's my lead into the video.
I am the student who lent and and started a thing and took a stand. I am the runner raising funds to share via truckers and workers and helpers by air. Pass on that box. Deliver that smile. I am the teacher who gives voice to a child. A community calling to keep hope soaring. I am doctor. I am the nurse through timezone, wars, and weather adverse. For I am the child, a natural survivor whose future looks brighter, whose mood is much lighter. Thanks to people like her and people like you inspired as a team to build a child's dream. We are UNICEF. We won't stop working for children.
Okay, who, who feels inspired to go join UNICEF after that. And I'm not saying because Orlando Bloom was front and center there in the hoodie at the end. But that was such a human way to approach the work. What do we all have in common? We were all children. At some point. We remember that vulnerability. Also the optimism the hope. I think that is such a video and it's such a call to community and activation. Brilliant. Jon, do you want to emote?
I mean, yeah, I want to emote because we talk a lot about, we geek out about is the donor the hero is the beneficiary the hero. This is the collective as the hero like to me that is what we're stepping into a better way to storytell. It connects to community based marketing that we talked about this morning with Cameron. It's about building this collective energy that we're in it together. No one's above each other. So yes, I love it. Yes, I have the chills, I'm radiating with all the commentary, I feel all those hearts.
You said it. And you don't even know when we first launched, we won't stop it was through the eyes of our badass do gooders in country, we're making things happen, putting their lives on the on the line every day. It just breaks my heart when people say things in social media, about our workers who in the world that I mean, they really truly are putting their lives on the line doing things to get emergency support to children, that you can't even imagine. Flying at a helicopters, you know, driving in boats going on mules, it's really quite remarkable. And at scale, I mean looking 10,000 blankets, we're talking 250,000, blankets, trucks and planes. It's really something. But to your point, that's we won't step now it's got to be I won't stop, right, right? Because I am UNICEF is not just they it's not just the donor, or the hero or the recipient, it is the community. And so thank you for saying that. And we don't just leave them at the end. So if anyone is interested, they could go to our website. Well, this isn't there yet. But when we have it.
Come on. Let's do a little telethon right now.
When you do go to the to the landing page from this campaign, it gives you a way to join us. And by the way, we're not just asking you for money, you can join us by learning more, you can join us by taking an advocacy action. And by the way, it wouldn't break our heart if you also want to join us to, you know, give us money. But the point is, find a way. These kids are so far away, the work we do is so far away, how do we sort of bring it to you in a personal way so that you feel you feel the impact of what you've done in some way?
You've made it so relatable. I feel like to the one eye and you also mentioned something that I don't want anybody to miss, which is how are you asking your audience in your community to activate if you are only asking for money, you are leaving so much on the table. Because really celebrating and community now what someone can bring its story. At work, it's lived experience, it's testimonies, it's opening doors to other people. And when you can value someone for what you can bring, they're going to be your donor and your believer for life, you talked about impact, I just want to double click on that, because we need to know how to measure impact. And I think that's something that every marketer struggles with. And we specifically want to double click on this for the tiny nonprofit who feels like they want to do it just as well as maybe someone is colossal as UNICEF. So talk to us about what measurements are important for your team to pay attention to, and how does that actually inform the strategy later on?
Yeah, so we I mean, we have different levels of measurement. We have our brand level measurement through Harris Poll, which really gives us really as I said before, you have sentiment and we look at that data versus our we don't like to call them our competitors are compared to ours. So we can see but we also need to see how to continue to drive momentum. Right. We want to be a momentum brand that's about being visionary, Intelligent, daring, forward thinking, too. because that's what people want. And so we are looking at that all the time, we also have a paid media campaign. And our agency shows us not only how much money we've raised through performance marketing, but the attribution of brands and other brand moments and activities, to driving new donors to engage with the brand. And we also look at our website metrics. So there we can see who engages with what story, we look at all of our social channels, and all the social listening tools to get a sense, sense of sentiment. And we ultimately, of course, dollars generated. So we also do a lot of qualitative, we've got a built in, as I said, 30,000 kids, we don't do enough of it, we're going to be doing more market segmentation. Now to get a deeper understanding. Beyond just demographics, lifestyle, we're really pushing hard. And we're almost there creating personas. So when you try when you can turn data into a persona, and I know that, you know, Becky is okay, we don't really care how old you are more important to know you're involved in your community, you give money to children's charity, you know, we know more about you as a human being and things that you care about. By the way, you also have the giving potential to be maybe a mid or major donor. And you work in a large corporation, where you can influence how social the CSR activities, I mean, you're a whole person. So we want to under your you live in Washington, and you can help us advocate for children's rights. So we really are trying to move from just demographics to personas. And we are on that journey. And it's long, and it's but it's going to yield results. I know that it will.
We're so proud of you. And we really love to celebrate story on our podcast and in our community. And I want to know, just like what is the story of generosity of philanthropy, of kindness that has stayed with you, in your lifetime that you might share this audience?
There's so many yet not enough. I'm gonna actually, about a month ago, I went to Ghana. And we went with seven donors. We went into the country office, and I knew about the programs because we've, you know, we've learned about them, we read about them, we see the reports out on the impact of them. But we walked into the Ghana office and sitting around the table were the most remarkable people that I have ever met from the nurses, the doctors, the teachers, law enforcement officials, community leaders, and then we met the adolescent girls. We met them in the hospital, vaccinating their children, we, we met them while they were being instructed on family planning in a very careful way. We met at their schools where they were bringing their babies because the teachers found a way that these girls who had babies way too young to continue their education. We heard the stories of the girls that did continue their education and their plans to become engineers, and teachers. We talked to their mothers. I mean, it was okay, I believe, I believe I don't want to insult the men. But I believe these young women are going to change their world, the world, they are back to restricted giving our donors who came to that Donald trip who went specifically for one thing said, these young girls are affected by everything in this country. And so how do we ensure they get the resources they need? First of all, hopefully preventing child marriage so that they don't have babies at 15 and 16 years old. But if they do, let's give them money to the educators so that they can find a way to get care for the baby so that the girls can finish high school. And it goes on and on. And it's wonderful, and it's hopeful, and it's impactful. And it looks to the future. And it's sustainable. So that's my thing.
Chills.
I mean, my goodness, yeah, we could sit and just hear your stories and just rooting for the work that you're doing the way that you're doing it. And we'd like to as we round out every podcast, really Shelly is a human like reach out and follow her work on LinkedIn, and her incredible team that surrounds UNICEF. We're just so honored to have this time with you today. I wish we could keep going for the next two hours. It's such an honor. Shelley, thank you. What an honor.
Thank you. This has been great.
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