“Does everyone in your organization speak about, understand, and behave in a way that aligns with your mission? Because without that, there's no authenticity, and authenticity leads to trust. And you have to put that lens on everything.”Today we have Shelley Diamond, Chief Marketing Officer of UNICEF USA, in the studio to discuss the organization's approach to building a trusted nonprofit brand. Shelley gives us an insider’s look at the balancing act of staying true to your mission while keeping the brand relevant and impactful. Throughout the conversation, Shelley emphasizes the role of marketing in driving both impact and growth through mission-driven storytelling, innovation, and authentic engagement with communities. Tune in for insights on developing brand trust and retaining relevance that can be applied to nonprofit marketing strategies of all sizes. ?Episode HighlightsShelley background and journey to UNICEF USA (1:00)UNICEF's brand challenge of being well-known but not well-understood (4:30)Examples of innovative programs that showcase UNICEF USA's brand strengths (12:00)Role of innovation and keeping marketing aligned with strategic goals (16:00)Specific initiatives like the "We Won't Stop" campaign and its performance (22:00)Advice for other nonprofits in building trusted brands (25:00)About Shelley:Shelley Diamond is a passionate builder of global brands and businesses, with expertise across an integrated array of communications disciplines. As one of the highest ranking female executives in advertising (named the 11th Most Powerful Woman in Advertising by Business Insider, among other accolades), Shelley has helped champion marketing transformation for domestic and global clients in both the consumer and B-to-B spaces.UNICEF is on the ground in 190 countries and territories, providing children with the lifesaving supplies and assistance they desperately need. UNICEF won’t stop until every child is healthy, educated, protected and respected.Shelley and her team are responsible for building the UNICEF brand and communicating its mission "to be the leading child rights organization" to the US market. Guest links:Shelley’s LinkedIn Profile: https://www.linkedin.com/in/shelley-diamond/ Additional links:UNICEF USA Website***Hosted by the brilliant team at Feathr (https://www.feathr.co/).Feathr is the nonprofit marketing platform designed to help mission and member-based organizations build purposeful connections with their community to grow impact with confidence.Special thanks to our producer, We Are For Good Studios, and to Feathr’s very own Max Anderson, who wrote and performed our theme song.