Nonprofits are under more scrutiny than ever—but the real problem isn’t fraud. It’s how they’re funded.



Fraud has happened. Public trust has taken hits. People want accountability, and rightly so. But in the process, something else has happened: strong, well-run nonprofits are working harder than ever just to prove they deserve to exist—36% ended last year operating at a deficit, according to the Nonprofit Finance Fund. But the systems that help organizations build long-term stability are still treated as optional.

My window into this world is unusual. I came through advertising, where I saw how some organizations build resilience while others quietly erode. That perspective has made me deeply invested in the health of the sector. I’ve seen extraordinary teams—people dedicating their lives to a cause—begin to falter. Not because they lack vision or commitment, but because they lack the tools to sustain their organizations beyond the next grant cycle.

Before starting my agency, I worked on and creative directed national campaigns for companies like Target, Best Buy, and General Mills. The job was simple: grab attention, communicate value quickly, and convert interest into action. When nonprofits started calling, I brought that same discipline with me.

Time and again, I’ve seen the same challenges: outdated websites, unclear messaging, no data tracking, and design shaped by committee rather than vision. Funders want confidence. Donors want proof. Both need to understand a nonprofit’s work quickly, see results, and feel compelled to act. That doesn’t happen by accident. It requires the same intentional marketing approach any successful business relies on.

A strong website that drives action. Clear, concise messaging. Photography and video that tell a compelling story. Data and case studies that demonstrate impact. These aren’t indulgences. They’re how nonprofits build diversified revenue, establish credibility, and earn long-term trust.

As demand grows, those limited funds are absorbed by immediate needs, leaving little room to invest in visibility, fundraising capacity, and long-term stability.

And yet, these are precisely the investments most grants stop short of directly supporting.

There has been meaningful progress. Many foundations are embracing unrestricted funding, trusting nonprofits to direct resources where they are needed most. But only about 20% of nonprofit funding is unrestricted, according to Arizona State University’s Lodestar Center—so “allowing” marketing isn’t enough when nearly all dollars are already spoken for. As demand grows, those limited funds are absorbed by immediate needs, leaving little room to invest in visibility, fundraising capacity, and long-term stability.

A critical next step is not just allowing marketing spend, but intentionally supporting it. When we invest in the infrastructure that helps organizations communicate their value, we create a force multiplier. We shift from funding activity to building momentum.

At the same time, many nonprofits may not know what to ask for. In practice, organizations often begin with strategy—a logical starting point—but without the resources to execute, they’re left with reports instead of results. I’ve seen it firsthand. After presenting a marketing assessment to one nonprofit, the executive director looked at me and said bluntly, “You just gave me an additional full-time job.”

There is a more effective path forward.

I’ve been developing a model called Good Returns—a grant-funded initiative designed to help nonprofits access the marketing tools they need to grow and sustain their impact. Instead of stopping at strategy, it funds the work that follows: clear messaging, strong brands, effective websites, and the storytelling that drives support. It brings together funders, agencies, and emerging creative talent to deliver this work affordably and at scale.

It’s a simple shift: not just funding ideas, but funding the execution that brings them to life.

At the end of the day, nonprofits aren’t just competing with one another. Their message sits next to a Netflix trailer, a cute pair of shoes, or a social post in someone’s feed. Attention is scarce. Clarity is non-negotiable. If a nonprofit can’t make its case quickly and clearly, it won’t be supported—or even noticed.

For nonprofits, this means embracing and investing in strong marketing practices. For funders, it means recognizing that investing in systems doesn’t dilute a mission—it protects it. When nonprofits are equipped to communicate their value, they don’t just survive. They grow, attract support, and deepen their impact for years to come.