Marketing with a mission: the ManKind Project, HAWOCC and a B Corp

38.4Mviews for the ManKind Project's social video and podcast clips, built on a very tight nonprofit budget

My roleDirector of Marketing at the B Corp, then marketing consultant to the nonprofits. Led strategy, content and channel setup.

TeamMostly just me, with a good graphic designer and a video editor.

Budget and timelineA very tight budget, as with most nonprofits, so I adapted: no ad budget, organic content and short clips.

The problem

Two long-standing nonprofits needed to be heard on today's channels. The ManKind Project has been around since 1985, and HAWOCC, a Hawai'i healthcare nonprofit, since 1989. Both had very little to spend, so the work had to win attention with content, not ad budget. I brought the same approach to a certified B Corp gifting company.

What I did

The ManKind Project (around since 1985). Built its social video and podcast channels around short clips that carry the message to new audiences.
HAWOCC (around since 1989). Rebuilt the website after a malware attack in two weeks, launched five channels and earned nine partner links, with no ad budget.
Gifts for Good, a certified B Corp. I started the marketing team as Director of Marketing. The business sells gifts that fund causes: in 2022 it gave $1.18M to charity across 64 cause partners. Marketing told that story through impact reports, case studies, email and social, and a Pinterest program.

The result

38.4M

views, ManKind Project social video and podcast clips

12K

HAWOCC Instagram views in the last 30 days, from zero

60%

of HAWOCC views came from people who did not follow it

cause partners at the B Corp I marketed

Who saw the HAWOCC videosShare of views, by whether the viewer followed the account

Did not followFollowers

View as a table

Row	Part	Amount
Video views	Did not follow	60%
Video views	Followers	40%

Source: platform analytics, in my own reporting.

How long each cause has been servingYears in operation, an organization fact, not my result

View as a table

Item	Value	Note
ManKind Project	since 1985	men's emotional growth
HAWOCC	since 1989	Hawaii healthcare

Source: each organization's own history.

38.4M

views for the ManKind Project's social video and podcast clips

How this was measured: from platform analytics. Shown as views only.

12K

HAWOCC Instagram views in the last 30 days, up from zero in May

How this was measured: from platform analytics in my own reporting.

60%

of HAWOCC views came from non-followers in September

How this was measured: from platform analytics.

$1.18M

given to charity in 2022 by Gifts for Good

How this was measured: from the 2022 impact report: $1,176,556.95 at year end, $1,177,321.95 in the final count. A company result.

active cause partners, 12 of them added in 2022

How this was measured: from the 2022 impact report. A company result.

1,527,311

children given a year of lifesaving vitamins, among 260,556 trees funded and 242,599 months of clean water

How this was measured: from the 2022 impact report. Company impact.

What I am not claiming. The giving numbers belong to the company and its cause partners, not to me. My part was marketing the mission. Membership growth or registrations from social for HAWOCC are not claimed yet.

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