How to Make Nonprofit Marketing Impossible to Ignore with Gary Mueller

What does it take to make people pay attention to the causes they might otherwise ignore? For Gary Mueller, it takes creativity, courage, and sometimes, a willingness to make people uncomfortable.Gary is Executive Creative Director at BVK and the founder of Serve, an all-volunteer advertising agency built to bring bold creative thinking to underserved causes. In this episode of A Better Way, Gary joins Leah Barr to share the epiphany that led to Serve’s creation and reflect on 25 years of using provocative, purposeful marketing to help change behaviors and create meaningful impact.Throughout the conversation, Gary shares the stories behind some of Serve’s most memorable campaigns and the lessons he has learned along the way, including why getting attention is only part of the equation. Creating meaningful change also requires humility, listening, and understanding the people you hope to reach.The conversation also explores a bigger idea about generosity: the transformative power of using what you already have to serve others. Gary reflects on how creative professionals can put their skills and expertise to work for good, the impact that service can have on both communities and volunteers, and what is ahead for Serve as it enters its next chapter.TakeawaysBold, provocative marketing can help underserved causes break through the noise and inspire action.Serve grew from a powerful sense of purpose into an all-volunteer model that has spent 25 years bringing creative expertise to nonprofits.Effective campaigns require more than boldness. Humility, listening, and nuance are critical to creating messages that resonate with the people they are intended to reach.Professional skills, creativity, time, and expertise can all be meaningful forms of generosity.Serving others can have a transformative impact not only on communities, but also on the people who choose to give their talents.Chapters00:00 The Epiphany and Founding of Serve03:33 The Journey to Advertising05:27 The Impact of Bold and Provocative Advertising08:17 The Power of Purposeful Advertising09:21 The Creation of Behavior-Changing Campaigns23:17 Partnering with Organizations and Balancing Boldness and Humility29:48 The Power of Humility and Listening35:19 Transformative Impact of Serving36:19 Creative Professionals in the Nonprofit Space47:05 Reflecting on 25 Years and Vision for the Future