One of the things Karen Glover noticed in 2007, when making the transition from software marketing to non-profit marketing, was the dearth of available networking and professional development opportunities. Which is why she took the initiative to create the local group, Marketers Making a Difference, which is still running today.
After spending a number of years in software marketing, Karen recognized the need to get up to speed on challenges specific to non-profit marcom. Karen helped herself and her colleagues by bringing together non-profit professionals working with very lean marketing resources. The group met monthly, sharing their experiences, knowledge and ideas, and is still running today.
When she formed the group, Karen was in her first non-profit marketing role as the temporary marketing manager at the Greater Boston Food Bank. Since then, she has worked at the Feline Adoption & Rescue Society and since early 2011 she has been the Communications Director at The Immigrant Learning Center, Inc. In her position, Karen is the entire marketing and communications department, tackling the role from both a leadership perspective and diving right into hands-on day-to-day duties.
“The opportunities that come with being the first person in the role are numerous. I have a great deal of freedom to create my own priorities, projects and procedures,” says Karen. “Since my arrival, I’ve been able to step up our media outreach, start an e-newsletter, double the size of our website – including the addition of our Immigrant Entrepreneur Hall of Fame – and establish our social media presence. It’s also a small enough organization that I can get things done without layers of bureaucracy.”
The Immigrant Learning Center is a not-for-profit adult education center located in Malden, Massachusetts with a dual mission. The organization provides free English classes to immigrant and refugee adults to help them become successful workers, parents and community members. In addition, the Center commissions research and educates the American public about the benefits of immigration.
“One of the communications challenges I face is balancing the two different aspects of what we do,” explains Karen. “We have different audiences with different priorities. Some of our supporters are interested in our English language instruction and the difference that program is making. Others want to know about immigration-related issues. My job is to manage our messages carefully and a big part of that is careful segmentation of our communications.”
In addition to balancing communications about the two sides of the organization, in her role, Karen also serves as an internal bridge for different areas. To help support consistent messaging within the organization, Karen developed its first style guide last year.
“I really enjoy the people that I work with. It’s a very supportive environment in which to learn, and we find ourselves educating each other,” says Karen. “It’s so nice to have the creativity and flexibility to try new things. And more importantly, it’s so nice to be doing something meaningful. Something that affects individuals’ lives.”
Connect with Karen and other non-profit marketers and communicators in our LinkedIn group or find Karen on LinkedIn.
Read Karen’s blog, Marketer Makes a Difference.
Follow the Immigrant Learning Center on Facebook.
Willing to share your story as a non-profit marketer or communicator? Contact Marlene at contact@moflow.ca.
