Second chances
Center for Living and Learning was on the brink. Car donations, the nonprofit’s primary source of funding, had dried up. A national competitor was dominating search results and siphoning away donors. With revenue dwindling to $100,000, the outlook was bleak.
But where others saw a dead end, we saw opportunity. And a story worth telling.
Flipping the script (and the strategy)
Most people saw Center for Living and Learning as a car donation charity. But we dug deeper and uncovered their true superpower.
And it had nothing to do with cars. It was about second chances — helping individuals transition into employment, helping to reduce recidivism, and helping to rebuild lives.
That’s meaningful and budget-saving work that the State of California should be investing in.
So we pivoted the strategy. Hard.
Here’s what that looked like:
Brand strategy
We changed how funders and decision-makers saw them
What we did: Repositioned the brand focusing on the important work they do, not how they fundraise.
Marketing strategy
We gave decision-makers a reason to invest
What we did: Created compelling messaging that tied the organization’s impact to real budget value for the state.
Advertising
We made it impossible for the right people to miss the message
What we did: Launched a targeted awareness campaign placing outdoor media near key government offices.
Public Relations
We got leadership into the right rooms and ready to perform
What we did: Scheduled key meetings with decision-makers and equipped leadership to advocate effectively.
The result?
A complete turnaround.
From survival mode to $5 million strong
Today, Center for Living and Learning is thriving, with a $5 million budget and growing recognition for the work they’ve always done best, helping people get back on their feet, stay out of the system, and contribute to their communities.
The organization is a model for what nonprofit branding and strategy can achieve:
More people served, more lives changed, and more proof that the right story, told to the right audience, can transform an organization.
“That’s how we are where we are today, from your guidance. …pushing me to get in front of legislators and share our mission and my story, and giving me that courage to do that literally is what saved us.”
Maria “Alex” Alexander
Executive Director
Center for Living and Learning
Your story can be your strategy
Maria “Alex” Alexander, Executive Director of Center for Living and Learning, knows firsthand how a compelling story can change everything.
Alex joined Lee on a recent episode of How To Market Your Nonprofit and shared how she used her authentic story to connect with stakeholders and drive real impact.
