How to Help Support the People of Ukraine Right Now

The war in Ukraine is a scary, heartbreaking tragedy to witness from afar, and multitudes worse for those experiencing it firsthand. Civilian homes and public infrastructure have been targeted and millions of citizens have fled their country in search of safety.     

Many of those left in Ukraine are not only left fearful for their lives but are also without basic necessities like water, heat, electricity, or access to stores and health facilities. Food and supplies are becoming increasingly scarce, and the need for humanitarian efforts and aid is only growing. 

Additionally, neighboring countries have generously welcomed scores of refugees, but their own systems are overwhelmed and ill-equipped for such a drastic response. Physical, emotional, and mental resources are all desperately needed, and of course, this is all happening amidst a global pandemic.

As we watch the crisis unfold over the news and on our social media feeds, it’s easy to feel distant and helpless. If you’re wondering how to help, here are some resources and ways you can support Ukraine now. 

Organizations to Support 

There are many organizations and nonprofits out there dedicated to humanitarian efforts. It can be difficult to parse through them all and decide who to support. 

Here are a few suggestions of trusted organizations actively working in Ukraine or with refugees nearby.

1. Médecins Sans Frontieres (Doctors Without Borders)

   MSF staff are on the ground in Ukraine delivering medical care and supplies and working with local volunteers, organizations, health care professionals, and authorities to help people travel to health care facilities.

2. UN Refugee Agency (UNHRC)

   UNHRC is a global organization dedicated to saving lives and protecting the rights of  refugees. They aim to provide emergency assistance to families in Ukraine. 

3. International Medical Corps

   This global nonprofit has been serving Ukraine in primary medical care and mental health services. They are now working to help refugees and expand services for people affected by the current crisis.

4. MAP

   MAP International provides medicines and health supplies to those in need.

5. UNICEF USA

   UNICEF supports health, sanitation, and protection and is also on the ground in Ukraine helping children and families. It is rated one of the best charities to donate to.

6. Project HOPE

   In Poland, Romania, Moldova, and within Ukraine, Project HOPE emergency teams are delivering essential medicines and other relief for refugees and the displaced.

7. World Central Kitchen

   World Central Kitchen provides meals in response to humanitarian, climate, and community crises. The food network has set up mobile kitchens at border crossings around Ukraine to meet the needs of refugees. 

8. CARE

   This international humanitarian group is providing food, water, and other essentials to those escaping violence in Ukraine.

9. International Committee of the Red Cross

   ICRC is supporting the work of the Ukrainian Red Cross in helping those impacted by war.

10. United Way Worldwide

    The nonprofit set up a relief fund to provide transportation, shelter, food, and medicine. Donations to the United for Ukraine Fund can be made here.

11. SERV

    SERV is an Atlanta nonprofit that I personally know, and while they are primarily focused on food, they are also connecting with churches in Hungary and other border countries to get all kinds of resources to those in need.

Additionally, here is a list put together by the cybersecurity experts at Safety Detectives, and it also includes some charities for the animal lovers out there.

Finally, I’m also the CMO at Vector Global Logistics, and we are sponsoring two ocean containers of aid per month and hosting “Leveraging Logistics for Ukraine” working sessions for industry peers who are involved in this effort, or who would like to be.

These are just some of the many great organizations working to support the people of Ukraine. Looking into and donating to any of the above is a worthy contribution. 

How to Avoid a Scam 

While most organizations are in it for the right reasons and truly want to provide supplies and relief, there are always those willing to take advantage of a tragedy. It’s important to be careful when considering giving your support or money to an organization. 

The best thing you can do to avoid a scam is research. Websites like Charity Navigator or Give Well allow you to search organizations and evaluate your options. These nonprofits essentially do most of the work for you. 

Charity Navigator in particular has an assessment tool designed to protect donors from charity scams and misconduct by providing objective information. The star rating system makes it easy to quickly determine the key factors of an organization and ensure you’re “giving with confidence.”

The U.S. Federal Trade Commission also recommends including the words “scam” or “complaint” when searching for an organization online. This could bring up reviews from others and results that suggest if they are legitimate or not. 

And, of course, be wary of social media posts. Make sure to put in adequate research for any links, numbers, or GoFundMe pages you see that are soliciting donations before you contribute. 

Ways You Can Support Ukraine Now

So what can we do with all of this? How can we act now? You can show your support with any of the below actions.

• Donate money to a trusted organization (like any of the above!).

• Donate supplies or goods—get a group together or act alone. But this is most recommended for companies, nonprofits, and large organizations who have the ability to pay for shipping and also have distribution options on the ground. As individuals, a financial donation is your best bet.

• Educate yourself on the crisis and talk with others about it.

• Share credible information with friends, family, and colleagues.

• Inspire and encourage others to get involved.

• Participate in a peaceful protest or demonstration.

• Stay informed. 

Creative Ways to Stand With Ukraine

While all of the above are incredibly helpful, if you want to take things a step further here are some more out-of-the-box ways people are stepping up to support Ukrainian people. 

• Book an immediate Airbnb stay in a Ukrainian city - Many people have begun booking stays at various places around the country as a new way to send direct financial support to Ukrainians. Airbnb has also temporarily waived all host and guest fees in Ukraine. Be sure to communicate to the host that you will not actually be staying at their listing, but that you are just extending support. 

• Purchase a digital download from a Ukrainian seller on Etsy - Ukrainian artists may not be able to ship physical items, but you can still purchase digital ones as another way to send direct funds to sellers and support small business owners in the region. Etsy also canceled current balances owed to Etsy by all sellers in Ukraine, including listing fees, transaction fees, advertising fees, and more.

• Take an Uber - If you need to get a ride via a ride-sharing app, consider using Uber. The company announced they’re launching an in-app donation button to allow Uber riders in the US to make donations to the International Rescue Committee. They’re also matching donations up to $1 million. 

• Go local - Research local businesses in your area that are supporting Ukraine. Many local restaurants and shops have begun to host events or donate profits to many of the above organizations. Here is a list of Atlanta restaurants and pop-ups that are supporting Ukraine. 

As with the charities above, do your research to make sure you are giving to a legitimate person or organization!

And even if all you can do is help spread awareness, that’s still incredibly impactful. There’s power in numbers, and the people of Ukraine need all the help they can get right now.

You know the power of social impact and involvement. Each of us truly can make a difference alone, but we all must work together to fight for freedom. 

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I’m Kristi Porter, and I help cause-focused organizations understand and execute effective marketing campaigns so they can move from stressed to strategic. Your resources may be limited, but your potential isn’t. Whether you’re a nonprofit, social enterprise, or small business who wants to give back, I’ll show you how to have a bigger impact.

How to Build a More Environmentally Friendly Business in 2022

As we head into a new year, one (quite important) thing seems to be at the forefront of all our minds: the environment. Every day we are inundated with more news about climate change, and it just seems to be getting worse.

Instead of becoming overwhelmed or losing hope, though, we should be taking a harder look at our own habits, both personally and professionally. Reducing, reusing, and recycling can make a difference—and so can our business practices. 

I attended my first Sustainable Brands Conference in October 2021 and was inspired by the examples of many companies that are already making big strides . . . and paving the way for others to do the same. 

And it’s clear that this isn’t a trend; it’s a movement. In fact, according to Andrew Winston, author of The Big Pivot and one of the conference speakers, the search term “sustainability” has grown 10 times since 2015, with more and more people wanting to empower themselves to become more eco-conscious. Like the proactive and caring people in the Signify community, these people want their purchases and their support for organizations to reflect that value, too. 

Companies and nonprofit organizations must take the lead and make an effort to build more sustainable models for our collective future. The demand for transparency and environmental efforts from all stakeholders is growing, and regardless of the pressure, we should all want to help keep this planet we call home safe, clean, and in good shape for future generations. 

Here are some key takeaways that I learned from the Sustainable Brands conference that can help your organization become more eco-aware and eco-friendly. 

What to Remember When Starting Your Environmental Journey

There were several overarching themes from the conference that I found particularly helpful when thinking about how to take action. Here are four things to keep in mind as you begin the journey towards a more sustainable business. 

1. Be transparent 

   As briefly mentioned above, transparency is a big one to keep top of mind. It seemed to be on every speaker’s mind and was reiterated over and over again. Virginie Helias and Victor Aguilar of Procter & Gamble advised being upfront and honest about your successes and your failures. We can’t be perfect, but your audience values your effort towards creating a greener business, and they want to see it. 

2. Go carbon positive

   We’ve all heard the common environmental buzzwords like “carbon emissions” and “greenhouse gases,” and we now know how harmful they are and how they contribute to climate change. Going carbon positive means taking more carbon and greenhouse gases out of the environment than you put in. It’s a step beyond carbon neutral. We need to do more than the bare minimum now (“carbon neutral”) and incorporate practices that help us stay carbon positive.

3. Treat your employees well 

   Ethical business practices go hand-in-hand with creating a more sustainable organization, too. People want to support organizations that pay livable wages and treat their employees well. And when you follow this, you’re attracting the right people to your business who are aligned with your purpose. Treating your team well means building a strong foundation full of people who truly care about your organization and cause, and giving them the energy and motivation to keep your mission moving forward.

4. Educate your audience

   Not only can you take action within your organization, but it’s also important to consider how you can help educate the masses. Your efforts can inspire people to make simple, day-to-day changes on an individual level as well. Eco-friendly brand messaging can serve as a resource for your audience and teach them how to change their behaviors. Collaboration internally and externally is vital in getting everyone on board—and we need everyone! 

   An example of this that was given is Tide and how they began educating people on the benefits of washing in cold water. It was an idea that everyone could understand in a 30-second commercial, but it was also a step people could easily take to make a difference and feel good about their choices. How can you do the same?

Eco-Friendly Practices for Product Creators and Sellers

One of the hardest parts of building a sustainable organization is knowing where to start. If this is your struggle, you are not alone.

The best place to start is to simply take a look at where you are currently and perform a bit of an eco-friendly audit. From there, you can begin to set some goals for yourself and your organization. 

A participant from a study conducted by one of the presenting companies summed up what most people want very nicely: "A good product at a fair price from a company that treats its employees well, has a clean supply chain, and cares about the planet." If you’re a product seller, here are three places you can start to make that happen:

1. Evaluate your source materials

   Packaging is one of the most effective marketing channels, but is it also effective for your sustainability goals? If you sell products, consider switching to more compostable or recyclable materials such as cardboard and paper, or more recently developed materials like bagasse paper and mycelium (made of sugarcane fiber pulp and mushrooms, respectively). If you have to use plastic, try to stick to one type so customers can more easily recycle it. 

   This can apply to more than just sold products, too. Whatever materials you use for your organization, see if you can make some more eco-friendly swaps.

   You’re already invested in doing good and making an impact, so evaluating where your products come from is just another step you can take for that mission. Are they fair trade? Can you source locally to support the local economy and cut down on transportation? How are your suppliers committed to sustainability? 

2. Reduce your waste

   The pandemic has changed how most of us work, with many office spaces becoming smaller or getting cut altogether. If you do still have an office space, reducing your waste can be as simple as eliminating single-use items like coffee cups, or donating items that are no longer needed so they don’t end up in the trash (and can potentially go to someone who really needs them!). 

   In the early days of the pandemic, I saw an office donate their toilet paper to anyone who needed it since all employees had moved to work from home and supplies were just sitting in an empty space. This was a great way to ensure nothing was wasted, and it even made the local news!

   If you work from home full time, you can take this a step further by looking at how you can reduce your energy usage. This is a double benefit because it can also help you cut costs! Invest in energy-efficient appliances if you can (it’ll actually save you money in the long run), unplug unused appliances, switch to LED bulbs, regularly clean and replace air filters, and turn off lights when no one is in the room. 

   Align your marketing materials with your sustainable practices, too. Send more digital communications and source sustainable swag items like reusable water bottles, organic cotton T-shirts, or canvas tote bags. Your audience will love seeing you make an effort to be more green.

3. Contribute to, or collaborate with, environmental groups 

   Can you donate regularly to environmental programs? For example, you could donate a portion of your proceeds to an environmental impact program during a period of time, or offer to plant five trees for every 10 products sold. 

   Or, can you partner with another environmentally focused organization for a joint fundraiser or campaign? Maybe you can donate supplies or provide goods or services to one! Maybe you can create co-branded content to support each other. These efforts can be incredibly impactful.

   Two organizations to consider supporting are Carbonfund.org and 1% for the Planet. Carbonfund.org makes it easy and affordable for anyone to “reduce and offset their climate impact and hasten the transition to a clean energy future.” 1% for the Planet inspires businesses to “support environmental solutions through annual memberships and everyday actions.” Both of these organizations make amazing contributions and are great resources! 

A good example of these principles is Chipotle, who buys more local ingredients than any other restaurant and who has some of the highest animal welfare standards. They also have a roundup feature in their app to support farmers and causes they care about, and they donate about 33% of their sales, as Brand Marketing Vice President Stephanie Perdue mentioned in her presentation. Take a look at their values page to get some inspiration. 

Making some of these adjustments, big or small, is a great way to align your organization or business with more sustainable practices. Not only is this great for the planet, but it’s also great for your business! 

Communicate Your Sustainability Mission  

One of the presentations at the Sustainable Brands conference was led by Etienne White, Vice President of Brands for Good, and focused on “giving sustainability the storytelling it deserves.” One of his points that really stuck out to me was to beware of the “green hush.” This is essentially when you’re doing important work but not talking about it.

It’s clear that people want to support businesses with ethical and environmental practices. In a presentation from Amazon, it was revealed that Climate Pledge Friendly products have 60% higher click-through rates - that’s incredible and noteworthy! 

People value progress over perfection. It’s easy to get wrapped up in what you’re not doing, but if you’re taking steps to be better that’s still huge! So show it off. Talk about what you’re doing in order to attract a value-aligned audience who wants to not just be a customer but a stakeholder. In doing so, you’re also spreading valuable knowledge so others can make improvements, too.

Craft a mission statement that reflects your values and commitment to sustainability. Etienne advises to try and find the sweet spot between what the world needs, what people want, and your unique offer. Think about who your audience is, figure out what outcome you want, and remember to communicate your mission clearly. Be careful about the claims you make and ensure you understand them before you try to convey them. 

You can also choose one specific goal and communicate that to your audience. For example, Petco has committed to having 50% sustainable products by 2025, according to their Customer & Market Insights Manager, Eleni Kardaras. Nestle has also promised to advance regenerative food systems at scale and hopes to be net-zero by 2050, said Aude Gandon, Global Chief Marketing Officer. 

These are huge goals. If you can make that kind of commitment, do it and tell your stakeholders! It is terrific for your audience to know and invites their accountability. Try adding a mission statement to your website, include it in your code of ethics, highlight it in your marketing, or post about it on your social channels.

Here’s a great mission statement from the nonprofit Fashion Revolution to get your gears turning: “We campaign for a clean, safe, fair, transparent and accountable fashion industry. We do this through research, education, collaboration, mobilization and advocacy.” It doesn’t have a specific number, but it absolutely communicates intentionality.

Focus on advocating for sustainability and educating others instead of getting bogged down in the doom and gloom. The goal is to change behaviors, not just change minds, as Etienne notes. People want to be empowered and inspired, so talk about your progress and encourage public action. 

Use Storytelling That Empowers

As we know, storytelling is powerful. We use it to appeal to our audience’s emotions and to share the importance of our mission. It’s not only how you gain support, loyalty, and trust, but also how you gain integral donations and/or sales. It’s time to craft a new story in business now, and that’s one of sustainability.

Bruce Reynolds, Social Impact and Brand Marketing Specialist for Be the Change Associates, encourages organizations to look at sustainability through social, economic, and environmental lenses. What is the story your organization is telling when you think about these three areas? Are you happy with it?

If not, it’s time to create a new one! In the Storytelling that Empowers workshop of the conference, the speakers reiterated that your story should be simple, consistent, and scalable. Emotion drives action, so get clear on your why. What’s your call to action? 

Yes, this can be a serious topic, but your story doesn’t have to be boring or depressing! Provide hope and inspiration for your audience. Make it personal. Give actionable, scalable solutions or advice. Focus on educating others. 

You will also see more companies and nonprofits begin to address how their mission aligns with Environmental, Social, and Governance (ESG) strategy and Sustainable Development Goals (SDG). As a cause-focused organization, elements like these should already be pretty clear to you, but now it may be time to address your environmental impact as well.

Invest time into creating solid messaging and then get it out there! Make sure to run it by key stakeholders first, though, just to ensure it’s clear, correct, and effective. From there you can put it on your website, print it on your packaging, and include it in some of your communications. 

Build From the Inside Out 

The first place your story should live is inside your organization. According to one of the speakers (sorry I’m forgetting who to credit!),  93% of upper-level executives feel like their companies need to take a social and environmental stance, and 61% of customers find it hard to understand where a company stands or what their environmental efforts are. 

You have to start building sustainability and telling your story internally first. Everyone in your organization should have a hand in impact and be well informed about your goals. Amanda Nusz, Senior Vice President of The Target Foundation, advises defining the words that matter to your organization. Make sure everyone has the same definitions and truly understands them. You and your team have to believe in your goals and model them for your commitment to really shine through. 

In a 2021 Mastercard survey, 85% of adults said they are willing to take action on climate change. Statistics from NextGen also revealed that 72% of Gen Z say they have been greatly affected by climate change, and 60% are also in favor of restructuring the economy for equality and the environment. 

Despite all this support, there is a lot of skepticism, particularly among younger generations, for what companies and organizations are doing to help these issues. Organizations like yours have to take the lead on sustainability improvements and empower and influence the public to become activists, too. At a minimum, you can provide some of the tools—information, data, resources—to help raise awareness and make a change. 

In Heidi Hackemer’s (Executive Creative Director of Oatly North America) keynote, she talked about creating an emotional door, or a gateway that gets regular people intrigued. Incorporate strong messaging and a clear mission with tangible, scalable action from the inside out and you’ll draw more people—and more support—to your organization. 

One example is ECOfashion Corp, who announced they will be putting QR codes into their clothing tags for people to track the supply chain of their product, said Founder and CEO Marci Zaroff. This is a great way to get your audience involved, stay accountable, build credibility, share your values, and be transparent in your efforts.

One thing the pandemic really seemed to solidify is a great need for immediate change. We cannot return back to normal. We must keep improving and building better, more sustainable systems. This planet is the only one we have, so we need to take better care of it and each other. 

Though it may seem daunting or intimidating at times, we all truly do have the power to enact change. The Sustainable Brands Conference filled me with hope and assurance of just that. 

And if you’re ready to get started or solidify your own next steps, Sustainable Brands has even created a Brand Transformation Roadmap to help you navigate this challenge. Start small and slowly build-up to the bigger, more intensive actions. The planet, your audience, and your future supporters will thank you. You got this!

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I’m Kristi Porter, and I help cause-focused organizations understand and execute effective marketing campaigns so they can move from stressed to strategic. Your resources may be limited, but your potential isn’t. Whether you’re a nonprofit, social enterprise, or small business who wants to give back, I’ll show you how to have a bigger impact.

Six Podcasts to Help Your Nonprofit or Social Enterprise Thrive

Are you looking for a change of pace in content? Whether you’re more of an auditory learner or just would like to listen instead of read for a bit, I’ve got you covered! I’m certainly a writer at my core, but I’ve also had the pleasure of being a guest on some really great podcasts hosted by some amazing creators and leaders over the years.

These episodes are full of inspiring conversations, expert advice, and are just fun to listen to—if I do say so myself. And now you have them all in one place! Podcasts are great to listen to on walks, long drives, while cranking out some work, or just in any spare time you can find. 

Listen in on six of my favorite conversations below to help your nonprofit or social enterprise thrive.

Tell Your Story With Content Marketing

GoodMakers is a weekly podcast from goodgigs founder Dale Wilkinson. It features  personal growth techniques, career and productivity tips, social enterprises, corporate social responsibility, and freelancing for good. 

In my episode, I talk about why content marketing is critical when building a social impact brand and how it benefits your mission. I also cover what you need to do first before you start creating content, how often you should be developing content, and share ideas on how to distribute and promote your content. 

This is a must-listen if you’re trying to figure out how to leverage your nonprofit or social enterprise’s unique story—because it deserves to be shared!

>>> Listen to the episode here. 

How to Leverage Your Influence to Make a Difference

Business with Purpose with Molly Stillman of StillBeingMolly.com interviews some of the world’s most generous entrepreneurs and inspires listeners to make an impact by supporting businesses with purpose.

I had an incredible conversation with Molly on her podcast about some really heavy-hitting but oh so important topics. We discuss issues like human trafficking, racism, religion, and faith, but we also talk about how the biggest inspirations can come from the little things in life. 

If you often find yourself wondering how to make a difference in the world, where to start, and what to do, this one's for you! 

>>> Tune in to the episode here. 

Improve Your Brand Identity 

Business Radio X is a dedicated group of people who help solopreneurs, professional organizations, and brands build communities around the people who matter the most to them. Atlanta Cares Radio spotlights the city’s best businesses and the people who lead them.

I was joined by two other guests and business leaders for this fantastic conversation. and I talk about how I started Signify and share the tips that helped me in the beginning, gush about my favorite organizations, and give my best advice for how to improve your brand identity and drive your mission to succeed. 

The episode also features Philip Coven, who specializes in in-town Atlanta commercial real estate, and my friend, Kitti Murray, founder of Refuge Coffee Co., a nonprofit that gives refugees opportunity and true refuge through coffee and community service.

>>> Give it a listen here. 

10 Steps to Upgrading Your Website

The Small Nonprofit Podcast by The Good Partnership gives you down-to-earth, practical, and actionable expert guidance on how to run a small nonprofit. And Cindy and her team are not only knowledgeable, but pretty fabulous! (She also has a new book out!)

This episode is a super important one because we talk all about websites: the common mistakes, how to fix them, and what you can do to drive more traffic (and therefore more support for your cause) to your nonprofit or social enterprise. 

Tune in to hear us debunk common website myths and offer practical tips you can implement to build your ideal website.

>>> Hear all about it here. 

Cause Marketing: Making a Big Impact as a Small Business

Start Marketing is a podcast hosted by marketing expert Katlynn Pyatt. Each week, Katlynn and her guests break down a popular marketing strategy and teach you how to put it into action with authentic and accessible advice. 

In my conversation with Katlynn, we talked in depth about how to utilize cause marketing to grow your business. We also discussed how to have a big social impact even as a small business, how to evaluate social marketing opportunities, and how to talk about the causes you support without sounding self-serving. There’s some great content in this one! 

>>> Learn while you listen and download it here. 

Copywriting and Marketing for Cause-Focused Organizations

The Hero Show, hosted by Richard Matthews, takes a peak behind the masks of modern day superheroes and helps tell their stories.

Philanthropy is a good marketing strategy, and that’s just the tip of the iceberg of this episode. We honed in on copywriting and how it’s an integral part of the relationship between entrepreneur and customer. For those of you who struggle with writing, this episode will provide you with some helpful tips. 

We also touch on recognizing and fixing your money issues, streamlining and simplifying workflow, defining your audience, and navigating the big world of cause-focused organizations as a small one. 

>>> This is a podcast you don’t want to miss. Listen to it here.

I loved my time on all of these shows and highly recommend subscribing to any (or all!) of these podcasts. I really enjoyed sharing my story, my best advice, and talking more about the topics I’m passionate about so that more nonprofits and social enterprises can succeed.

I’m confident that if you listen to any (or all) of these episodes you’ll take away something helpful for your nonprofit or social enterprise. Now, go tune in and get inspired! 

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I’m Kristi Porter, and I help cause-focused organizations understand and execute effective marketing campaigns so they can move from stressed to strategic. Your resources may be limited, but your potential isn’t. Whether you’re a nonprofit, social enterprise, or small business who wants to give back, I’ll show you how to have a bigger impact.

5 Lessons from 5 years As a Solopreneur

I can’t believe it, but this little experiment called Signify turns five years old this month!

This business was born out of a desire to help nonprofits and social enterprises have a bigger impact. After years of volunteering and freelancing for organizations and causes I believed in, I saw how many of them struggled with their marketing and communications. They had so much potential, but either didn’t have the know-how or the manpower to move their mission forward through marketing. I knew that’s where I could help.

And over the past five years, it’s been an absolute privilege to assist social impact organizations in increasing their sales and donations, building larger audiences, and doing more good.

But it hasn’t always been an easy and it hasn’t come without its costs. Being an entrepreneur is not for the faint of heart, and I certainly have more gray hair than I did five years ago!

Recent studies I’ve read say that only 50% of businesses make it this far, and there are days when I clearly understood why. I’d be lying if I didn’t ask myself more than once if this was all worth it. Being the one who makes all the decisions—and all the mistakes—can be exhausting, and there are times when I would’ve just preferred to show up to someone else’s office and collect a paycheck.

However, my mission and my “why” continue to inspire me every day to show up for my clients. I still deeply believe in what I do and the reason I do it, and am grateful to be a part of their story and the difference they make for others. For that reason, I’m here not only today, but hopefully for years to come.

And though there are a heck of a lot of pearls of wisdom I could share (and pitfalls I could tell you to avoid), here are just five of the lessons I’ve learned over the past five years.

1) When Your Motivation Wanes, Your “Why” Picks Up the Slack.

I mentioned this earlier, but being an entrepreneur is hard work. You don’t just have an idea, launch a website, and find yourself sipping cocktails on the beach weeks later with loads of cash to spare . . . no matter what you see on Pinterest.

There are lots of days I questioned my decision to start this business. As a solopreneur, I make all the decisions and the buck always stops with me. Some days I wanted to give up and just find a job where I could punch a clock and collect a paycheck. But I didn’t because my “why” kept me going.

Motivation is fleeting, but if you have a clear and powerful reason that you should show up each day, that’s what will actually drive you and make the headaches and heartaches worth it. I know the difference I want to make (and do make) for nonprofits and social enterprises, and that keeps me going because I feel that purpose deeply and want to live it out.

2) Your Brand Message is Everything.

First of all, if this is a new term for you, let’s clarify: Your brand message is what you want people to understand about your mission. And your brand voice is how you communicate your message.

In working on so many different projects for social impact organizations over the years, I kept seeing the issue of brand messaging crop up. Basically, as founders and entrepreneurs, we all reach a point where we can’t see the forest for the trees.

We begin by sharing our vision with friends and family who are willing to listen to our story and dream with us of what could be. But as we grow and bring others into the mission, we have less time to get our message across and we can’t distinguish what is most important and relevant for this new audience.

The result is confusion, stumbling over our words, rambling, or just a lack of clarity for how this new person fits in other than, “Show me the money.”

So, it is utterly essential to define your brand message, making it clear and compelling for the listener. Once you can express this idea in a way that resonates with your audience, you turn customers and donors into evangelists, which allows you to expand your mission.

Psst—need help clarifying your brand message? I’m here for you!

3) Your Organization Will Only Grow If You Do.

Investing in yourself is critical for convincing others to invest in you. People want to partner with those who are headed somewhere, and growing personally and professionally is a big part of that.

To become the industry leader, the subject matter expert, and the person that boards, donors, and customers put their faith in, you need to be focused on learning and becoming even better at what you do.

This could include:

• Finding mentors.

• Taking courses.

• Reading books.

• Listening to podcasts.

• Learning from peers.

• And much more!

Seek out educational opportunities wherever you can.

Additionally, part of your growth should come from observation. To move forward, you must take time to reflect.

Too many leaders are only focused on what’s new and next, and don’t take the time to learn from what’s already happened. And, as the saying goes, those who don’t learn from the past are doomed to repeat it.

This is one big reason I plan quarterly retreats. Not only do I use the time for planning, but I look back to see what’s working and what needs to change. I don’t want to keep making the same mistakes. I consider this another opportunity for growth.

4) Strategy Beats Tactics Every Time.

There’s a reason that marketing is so overwhelming for people: There’s always something new to learn or try. It’s a lot to keep up with! Heck, even those of us who do this professionally can’t know everything.

That’s why you need to prioritize strategy over tactics.

For example, social media is always a big topic of conversation with peers and clients. Which platforms should you be on? What do you post? When do you post? What’s the latest change to the algorithm? It’s like a moving target.

But you know what? I personally don’t prioritize it. It’s not that it’s not important, but it’s just not a big part of Signify’s strategy at this time. Instead, for my business model, I primarily focus on content, search engine optimization (SEO), and word-of-mouth referrals. My time is spent in those areas rather than worrying about Facebook’s most recent changes.

Will that always be the case? Probably not, but right now, that’s my plan . . . and I use that word literally. I put my time and energy into those tactics because they are built into my strategy for growth.

If you don’t have a strategy and plan, you’ll always be stressed by tactics. And when marketing distractions pop up, you’ll have no filter to make decisions. So, start with a strategy and let that determine your tactics.

5) Be Courageous Enough to Make the HARD CHOICES.

I wrote an entire post on this topic in January, but part of being a leader means making the tough decisions.

For me, it meant getting a part-time job—and that was an excruciating decision. There was a lot of fear, worry, and anxiety. And even though the basis came from chronic health issues, I still felt like a failure in many ways.

But once the decision was made, I felt like a huge weight was lifted off my shoulders. And I happen to love the team I get to work with now. Plus, I’m able to serve the social impact community in an entirely new way as well as continue to run Signify. #WinWin

There have been plenty of other decisions over the past five years that haven’t had the outcomes I’d hoped, but that’s the gig, right? There’s always some measure of risk, some unpopular decisions, and some times when things don’t go in our favor. It’s what we signed up for as entrepreneurs, founders, and leaders.

But I’d encourage you to be courageous. Gather the facts, calculate the risks, trust your instincts, and take the leap. You’ll never get it 100% right, but that’s also part of the adventure. And, after five years, I can certainly tell you that it’s still an adventure!

What lessons have you learned in founding or running a nonprofit or social enterprise?

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I’m Kristi Porter, and I help cause-focused organizations understand and execute effective marketing campaigns so they can move from stressed to strategic. Your resources may be limited, but your potential isn’t. Whether you’re a nonprofit, social enterprise, or small business who wants to give back, I’ll show you how to have a bigger impact.

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