Inside charity:water's Big Brand Bet

The nonprofit sector has a marketing philosophy problem. We adopted a playbook built almost entirely around conversion: get the click, get the gift, optimize the funnel. But all of that activation depends on something most organizations never intentionally build: a brand people actually know, remember, and feel something about. Brady Josephson, Head of Growth & Innovation at charity:water, spent most of his career in direct response. Then the data told him something different, and charity...