When Nonprofit and For-Profit Communicators Compare Notes
Posted on Sep. 1, 2026 / Subscribe 0
By Jill E. Dunne
What can nonprofit and for-profit communicators learn from each other? That was the question behind Cincinnati PRSA’s August program, Mission vs. Margin, at Queen City Book Bank. With more than 40 attendees and less than an hour on the clock, we dug into the idea that we get better when we learn from people who don’t work exactly like we do.
As Cincinnati PRSA’s Community Service Director, I was excited to develop and moderate this conversation. I’ve worked across nonprofit, corporate and agency communications, and now work across sectors as vice president of client strategy at Wordsworth Communications. I’ve spent plenty of time in that messy middle, so this was a conversation I was especially curious to have with these four experts:
- Jennifer Loeb, CEO of Ronald McDonald House Southwest Ohio, shared what she has learned leading a nonprofit while working closely with communications staff and agency partners.
- Adrienne Gutbier, APR, vice president and senior public relations manager at Fifth Third Bank, provided insights from more than 25 years of corporate communications experience.
- James Marable, senior director of marketing and communications at 1001 Colors, drew on experience with Fortune 100 brands and nonprofit leadership, including the organization’s transformation from ArtWorks.
- Mimi Rasor, APR, founder and president of Rasor Marketing Communications, shared more than 35 years of experience across sectors, along with insights from her book, The Rasor SHARP Method.
Interesting advice and some common themes came out of the conversation.
Different missions. Same need for trust.
Whether we’re asking someone to donate, buy a product, change a behavior or believe in an organization during a difficult moment, we’re asking them to trust us. The audience and call to action may change, but the basic job doesn’t.
Tell stories with care.
Jenn talked about Ronald McDonald House’s focus on compelling stories and trauma-informed storytelling. The goal isn’t simply to find the most emotional anecdote. It’s understanding the person behind the story and treating their experience with care. That lesson travels well across sectors.
Community is part of the brand.
Adrienne talked about Fifth Third’s focus on the communities and neighborhoods where its customers live. That local connection is more than a communications tactic. It shapes how people experience the organization.
Research doesn’t have to be overwhelming.
Mimi reminded us research, an important building block to a successful PR campaign, can be practical and accessible. You don’t always need a huge budget. Start small, consider audiences and ask questions.
Rebrands are about more than a logo.
Jenn shared how Ronald McDonald House navigated a two-year process to partner with Dayton and expand its services while also undergoing a national rebrand. The lesson? Stay calm and stay grounded in what you want the organization to be.
James shared a similar perspective from the transformation from ArtWorks to 1001 Colors. A brand has both functional and emotional elements, and the culture needs to reflect the organization you say you are.
Get communications in the room early.
From mergers and acquisitions to organizational change, communicators are most useful before a decision is announced. Being a trusted leadership partner, and understanding CEO and executive priorities are crucial for successful professionals.
Clarity is kindness.
Whether you’re communicating a brand change, a difficult decision or a compelling mission, making things clear is one of the most useful things we can do for our audiences.
PLUS a chance to give back
The morning started with an overview of Queen City Book Bank from CEO Michelle Otten Guenther. Cincinnati PRSA has supported its mission to provide books and literacy resources throughout the region for several years, so holding the program there gave us a chance to introduce more people to the organization and its work.
Attendees donated approximately 60 books to QCBB, and a smaller group stayed for a behind-the-scenes tour and volunteer session. We built boxes, labeled books and organized materials for different QCBB programs, helping put more books into the hands of children throughout the community.
Thank you to our panelists, Queen City Book Bank and everyone who joined us, donated books or stayed to volunteer. I left with an even stronger belief that a rising tide can raise all boats.
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