We Are For Good Podcast - The Podcast for Nonprofits · We Are For Good

678. Shift 8 — Creators Are Your Amplifiers: Build Trust Beyond Your Brand - Kathryn Baccash, TWLOHA

·36 min·2 clips

Kat links TWLOHA creators to suicide prevention campaigns and says lives are on the line.

1. We Are For Good Podcast episode 678 focuses on TWLOHA’s creator strategy and the idea that creators are amplifiers for nonprofit storytelling. 2. Host John talks with Kathryn Baccash, the senior director of communications and marketing at To Write Love on Her Arms, about how TWLOHA uses digital relationships to extend its reach. 3. The episode asks what creators are for nonprofits: not megaphones, but collaborators who can carry a message through trust. 4. Kat says creators should be treated as a core relationship group, alongside donors and fundraisers, because their communities cannot be reached the same way through an internal team. 5. She argues that the work starts with 'relationship first' and with building friendship before expecting a measurable return. 6. John connects that idea to the season’s theme that 'trust is the work now,' especially for organizations trying to build credibility. 7. Kat says nonprofits should start by looking at who already follows them and who on the team already knows creators doing aligned work. 8. She says creators need admiration and mutual respect because the nonprofit has to give up some control and let them champion the cause in their own voice. 9. TWLOHA uses multiple entry points, including people who reach out first, outreach from the team, and small gestures like sending a care package. 10. Kat says the team sometimes makes specific front-end asks, but only when there is already enough relationship and fit to support them. 11. She draws a line between relationship-based collaboration and creator work that begins with a fee request, saying TWLOHA has not had good experiences when transaction comes first. 12. Kat describes a creator retreat at the organization’s Florida warehouse and headquarters, where invited creators learned the mission, asked questions, and spent time together in person. 13. She says the retreat included a curriculum, creative space, ring lights, backgrounds, and store shopping so creators could make content on site. 14. Kat frames the retreat as a way to move beyond emails, DMs, and text messages into a more durable in-person relationship. 15. She says creators often leave with stronger ties to TWLOHA and with new relationships with other creators who face similar challenges online. 16. Kat explains that TWLOHA has worked with creators during its suicide prevention campaign and with 30-plus artists who design the organization’s phrase in their own styles. 17. She says those artist collaborations help stop people in their tracks and invite each creator’s community into the conversation around the campaign. 18. The conversation stays practical and conversational, with John pushing for details and Kat answering with specific examples from TWLOHA’s day-to-day marketing work. 19. People building nonprofit marketing, creator partnerships, or community-led campaigns will get the most from this episode. 20. People looking for a quick growth hack or a purely transactional outreach model may skip it.

Listen to the show on

Apple Podcasts Spotify

Play clips from this episode More from We Are For Good Podcast - The Podcast for Nonprofits