Episode 13

full
Published on:

28th Oct 2025

Beyond the Overwhelm: Simplifying Strategies for Nonprofit Marketing with Tayler Cusick Hollman

In this episode, host Wendy is joined by Tayler Cusick Hollman, a marketing consultant and founder of Enji, a user-friendly marketing tool designed for small businesses and nonprofits. Tayler shares her decade-long experience in helping small businesses and nonprofits, diving into the unique marketing challenges nonprofits face. The conversation covers the importance of marketing for nonprofits, debunking myths about marketing, and how to shift mindsets to be more confident in marketing efforts. Tayler provides actionable steps to reduce overwhelm, including setting content pillars, choosing appropriate marketing channels, and maintaining consistency. They discuss the role of Enji in simplifying marketing tasks through planning, content creation, and analytics. Listeners are encouraged to try Enji with a special discount code provided, NPNook, which gives $61 off the annual subscription.

https://www.enji.co/?ref=zmi2ngv

https://www.instagram.com/enji_co/

https://www.facebook.com/enjimarketing/

https://www.linkedin.com/company/enji

https://www.bosslevelengaged.com/services-for-nonprofits-nonprofitnook

https://thenonprofitnook.com/

Mentioned in this episode:

Flodesk

Enji

Transcript
Tayler:

With the picking of like your marketing channels, the, I mean,

2

:

can we talk, can we, can we be like,

3

:

Wendy: Let's

4

:

Tayler: kind but realistic?

5

:

Um, you know, like posting on Facebook.

6

:

Your Facebook just definitely

not gonna move the needle.

7

:

Like that's not.

8

:

Facebook is not what it used to be.

9

:

And there was a point in time where

Facebook was an excellent marketing

10

:

channel for nonprofits, and now it's

just like the landscape has changed.

11

:

And yes, you can still be active

on Facebook, but I would not put

12

:

all of your marketing eggs for your

nonprofit in the Facebook basket.

13

:

Wendy: Welcome to The NonProfit

Nook, the podcast for nonprofit

14

:

leaders, board members, and community

change makers who want to build

15

:

stronger, smarter organizations.

16

:

I'm your host, Wendy Kidd, a longtime

business owner and nonprofit leader,

17

:

and I'm here to bring you real talk.

18

:

Real tools and real stories to help

you thrive in the nonprofit world.

19

:

I'll be talking with local nonprofit

leaders, community change makers

20

:

and experts in everything from board

development to fundraising and digital

21

:

tools, sharing real stories and

simple strategies you can actually use

22

:

because running a nonprofit is hard,

but you don't have to do it alone.

23

:

Let's get started.

24

:

Today we're joined by

Tayler Cusick Hollman.

25

:

She's a marketing consultant, turned

small business champion, and the founder

26

:

of Enji, a super user friendly marketing

tool made specifically for small business

27

:

owners who are doing it all themselves.

28

:

After spending over a decade helping

small businesses figure out their

29

:

marketing, Tayler took everything

she knows imported into Enji to help

30

:

you get your marketing done quickly,

confidently, and without the overwhelm.

31

:

Because let's face it, most of us didn't

sign up to be our own chief marketing

32

:

officer, but with the right tools, it

doesn't have to feel so impossible.

33

:

Welcome, Tayler.

34

:

Tayler: Hello.

35

:

Hello Wendy.

36

:

Thank you so much for having me.

37

:

Wendy: I'm so excited to have you.

38

:

You know, I'm a super fan of you and

of Enji, so of course when I started a

39

:

podcast I was like, Tayler, come help me.

40

:

Tayler: I'm stoked, and like I said before

we started hit recording, I know that

41

:

you are gonna be a natural at this, so

I am very honored to be a guest today.

42

:

Totally nerd out.

43

:

Wendy: Well,

44

:

Tayler: marketing 'cause

it's my favorite thing.

45

:

That's

46

:

Wendy: what we're here for.

47

:

I, I've had so many of my guests already

say, I'm going to kind of nerd out.

48

:

And I'm like, that's what I want.

49

:

That's the whole intent of this.

50

:

So, um, I'm gonna take the

glasses off and we're gonna go.

51

:

So let's, let's start, let's talk

about, nonprofits and marketing.

52

:

I feel like nonprofits are

completely overwhelmed.

53

:

They don't know why it's important.

54

:

They don't want to do it.

55

:

It's just a headache.

56

:

Talk to me about this.

57

:

Talk to me about this problem.

58

:

Tayler: Yeah, I know this problem.

59

:

It's kind of a big problem

for nonprofits because.

60

:

You know, in the, in the world of small

business, we often talk about how, you

61

:

know, you started your small business

because you were so passionate about

62

:

doing something or serving someone

or creating something, and then you

63

:

figure out eventually that you've

got all these other responsibilities

64

:

that you're responsible for.

65

:

But when it comes to nonprofits, it's

like, it's that sentiment, but ramped

66

:

up a bazillion times because the entire

purpose of a nonprofit is to just serve

67

:

people and to serve people in, you know,

a business model that is like literally

68

:

not supposed to make a profit really.

69

:

I mean, you make a profit, but

you put it back into the things.

70

:

But like, you know, when you, when you

look of or look at how an organization

71

:

historically and like traditionally

operates, money is such a huge

72

:

driver of it and it, it does bring in

different types of people and different

73

:

resources and different motivations.

74

:

But when you put a, a group of people

who literally just want to help

75

:

Wendy: Yes.

76

:

Tayler: folks into the same room,

there are these like extra blind

77

:

spots that that group of people has.

78

:

And I say that like

79

:

That's a

80

:

Wendy: great way of putting

81

:

Tayler: it.

82

:

Wendy: I love that.

83

:

Tayler: it's, it's my soft kid gloves.

84

:

Wendy: I think they would agree though.

85

:

Tayler: Yeah.

86

:

Wendy: agree though completely.

87

:

Yeah.

88

:

Tayler: So you have these extra blind

spots about what it is you need to

89

:

do as an organization in order to

keep doing the thing you wanna do.

90

:

And marketing is maybe one of the

most gigantic ones that, that a lot

91

:

of nonprofits are just like, totally.

92

:

Um, and, you know, not in a, in

a bad way, but you're, they're

93

:

just sort of oblivious to it.

94

:

Wendy: Yeah, I, I think that the

thing that I think that happens is

95

:

they see marketing as a bad word.

96

:

Because it feels very corporate to them,

and they think, oh, we're not corporate.

97

:

Tayler: Mm-hmm.

98

:

Wendy: we're not a

business, we're a nonprofit.

99

:

Um, but I think the, the better way for

them to understand it is marketing is not

100

:

just about selling, it's about educating.

101

:

Tayler: Mm-hmm.

102

:

Mm-hmm.

103

:

Wendy: I think that the, the

number one thing that nonprofits

104

:

struggle to do is educate people

onis the who, what, where, right?

105

:

Who are they serving?

106

:

Tayler: Yep.

107

:

Why are they

108

:

Wendy: serving?

109

:

How are they serving?

110

:

Where are they serving?

111

:

um, that's, that's why I wanted

to talk about marketing with you

112

:

'cause I wanted them to understand

marketing is not a four letter word.

113

:

Um,

114

:

Tayler: Yes.

115

:

You and I

116

:

Wendy: both say a lot

of four letter words,

117

:

Tayler: Yeah,

118

:

Marketing

119

:

Wendy: is not one of them.

120

:

And it's definitely something that

they shouldn't be as worried about.

121

:

Um, and, and that's what I

wanted you to kind of talk about.

122

:

You know, when somebody says.

123

:

They're not a marketing person

and they worry about it.

124

:

You know, how do we get

them out of that mindset?

125

:

Tayler: Yeah.

126

:

You know, before we get into the mindset

of how someone can, can go from, oh, I'm

127

:

not a marketer to, no, I can do this.

128

:

You know, when you were

talking about what marketing.

129

:

Is supposed to do the education piece.

130

:

100%.

131

:

I agree with that.

132

:

And there's ano, there's this other

side to it that I think, you know, after

133

:

my 10 years of working and working and

marketing and like trying to figure

134

:

out different combinations of words

to explain these things, you know.

135

:

Uh, marketing in the world of nonprofits

can, like you said, feel like sales or

136

:

can feel too self-serving, which is,

you know, one of the emotional reasons

137

:

that nonprofit folks can be like, ah,

I don't really, I don't know if that's

138

:

for us, but in addition to marketing

being, you know, your sort of way to

139

:

educate folks about what you are, what

you do, all that kind of stuff that you

140

:

mentioned, if you strip it all down.

141

:

The combination of words that I like the

most now to describe what marketing is,

142

:

is marketing is the things that you do

to make sure that people know you exist.

143

:

Wendy: Yeah.

144

:

Tayler: And for your nonprofit, if

folks don't know that you exist, your

145

:

development efforts are going to be.

146

:

Nil, you're gonna have a hard

time building partnerships and

147

:

relationships with the community

and you know, NGOs and whoever may

148

:

be government officials because.

149

:

When people, in order for people to

trust you and your organization and to

150

:

say, yes, I want to support or partner

with or donate to this organization,

151

:

the first thing they need to know is

that you exist so that they can go

152

:

through that education process that

eventually leads them to trusting you.

153

:

So that's my like extra, let's drill

this into everybody's heads because.

154

:

Like you said, marketing is not a

four-letter word, but you know, the sort

155

:

of lie that people tell themselves to

again, sort of like wash their hands

156

:

of responsibility and be like, well,

you know, I'm not the person that can

157

:

take care of this marketing thing.

158

:

Is that.

159

:

I didn't go to school for marketing, and

there's finger quotes around that for

160

:

anyone who's listening and, and can't see.

161

:

See my actual finger quotes, you know,

and I hear that a lot from not just

162

:

small business owners, but people in.

163

:

You know, who are working in nonprofits.

164

:

Um, and I worked for the YMCA for

four years, so I have, I have been in

165

:

this world and I have seen the sort

of like, I'm not gonna touch that

166

:

with a 10 foot pole because I don't

know what that is or how to do it.

167

:

But at the end of the day, yes,

a lot of people go to school

168

:

for business and marketing.

169

:

But, hi, my name is Tayler and I did not

go to school for business and marketing.

170

:

Wendy: Which, if

171

:

Tayler: And I'm now a

professional marketer.

172

:

Wendy: the empire that you have built

around marketing if, if you can just

173

:

self-service and get to where Tayler's

at, we can, we can help the nonprofit.

174

:

We can help the nonprofit.

175

:

Tayler: You can totally,

you can totally do this.

176

:

You absolutely can learn this skill.

177

:

And you know, one of the, my

background, my educational

178

:

background is in psychology, and

then my master's is in sociology.

179

:

Um, and those absolutely, like

marketing is the real world

180

:

application of those studies.

181

:

But when you work in nonprofits,

you probably, maybe you have a

182

:

communications degree that 100% sets

you up for working in nonprofits.

183

:

Or maybe you have some sort of like

PoliSci degree or you're like me

184

:

and you have a degree in psychology.

185

:

Like there are skill sets that

you've learned that you can

186

:

use to do the marketing things.

187

:

So.

188

:

The, the mind shift is, the mind

shift that people need to make is just

189

:

really to stop lying to themselves

and telling themselves they can't do

190

:

this, because that negative self-talk

will keep you from succeeding in

191

:

anything that you're trying to do.

192

:

If you just keep beating

yourself down over it.

193

:

Wendy: And I think we as women

tend to do that more than men.

194

:

There's actual studies on this.

195

:

I could go down, I,

196

:

Tayler: Oh yeah,

197

:

Wendy: a whole

198

:

Tayler: I'm not qualified.

199

:

Wendy: We're, we feel like

200

:

Tayler: we could.

201

:

Wendy: we don't apply for jobs

that we feel like we're not

202

:

Tayler: Mm-hmm.

203

:

Wendy: others would.

204

:

There's a whole thing, so I

205

:

Tayler: Mm-hmm.

206

:

Wendy: won't start down that

tangent 'cause I can talk

207

:

for an hour on that tangent.

208

:

But I, I feel that so hard

when you say that, like, guys,

209

:

you can absolutely do this.

210

:

You can abso absolutely do this.

211

:

And with the steps that Tayler's

going to share, I think that

212

:

makes it so much easier.

213

:

So, so walk me through this.

214

:

Tell us how we can make

this less overwhelming and

215

:

we can feel more confident.

216

:

Tayler: You know, things are overwhelming

when you are trying to start from a, a

217

:

blank page or a blank slate, or you're

just like staring at something where you

218

:

feel like you have all of the options.

219

:

Wendy: Right.

220

:

Tayler: Right.

221

:

Wendy: point.

222

:

Tayler: And that's right when

you have all of the options.

223

:

Yeah.

224

:

You're like, I don't even know

how to make decisions on where

225

:

to start or what's right.

226

:

And a lot of people skip this step and

they just go straight into like doing some

227

:

of the, all of the options that are there.

228

:

And then they very quickly are

so overwhelmed they're like,

229

:

Nope, nope, I can't do this.

230

:

Right.

231

:

So.

232

:

Don't fall, don't like, go down that

path because it's just, it's not bueno.

233

:

Um, but it's just really not.

234

:

And so the, the first thing

that you can do is to start to.

235

:

Put some things down on physical paper

or digital paper or whatever it is to

236

:

give yourself some guardrails, right?

237

:

Like you start to say as

much as what is an option.

238

:

You're also saying probably more

so what is not an option for you.

239

:

Mm-hmm.

240

:

Wendy: no, that's not gonna happen.

241

:

We're not doing this.

242

:

Tayler: Yeah.

243

:

Yeah.

244

:

Like for example, when it comes to

the places that you might start doing

245

:

your marketing or marketing channels,

to use a little bit of jargon.

246

:

If you know you like hate public

speaking and you're not comfortable

247

:

on camera, then obviously you're not

gonna go try to start a YouTube channel.

248

:

For your nonprofit, right?

249

:

Like, 'cause you're just gonna hate it.

250

:

Um, on the other hand, if you come

from, if your, you know, educational

251

:

or professional background is like,

I am so comfortable writing and I

252

:

could, I could just all day then

yeah, you could lean into things like

253

:

blogging and, you know, doing some PR.

254

:

That, uh, focus on you contributing

pieces of work to, to other places.

255

:

But, you know, one of the, I think

for nonprofits, a really good place

256

:

to start is with the what do you need

to be communicating to people and.

257

:

Again, to use a little bit of marketing

jargon 'cause we are trying to help

258

:

you feel comfortable about all of this.

259

:

You know, that would be defining

your content pillars and sometimes

260

:

you might hear those referred to as

content buckets or content themes.

261

:

It's all the same.

262

:

Sorry.

263

:

We marketers can't call the same,

like one thing, the same thing.

264

:

There's always four

different names for it.

265

:

So on behalf of all marketers,

I apologize for that.

266

:

Um, but when it comes to your

content pillars, you know.

267

:

Again, the internet will give you

like 75, uh, definitions of what

268

:

your content pillar should be.

269

:

But I like to always talk about

marketing in ways that are applicable to

270

:

everyone, regardless of whether you're

a nonprofit or a small business owner.

271

:

And so the content pillars

that we have, an ng, there

272

:

are six, so there's community.

273

:

Education, engagement, entertainment,

inspiration, and promotion.

274

:

And so if you take those six content

pillars and you think about, okay, well

275

:

what would I be communicating about?

276

:

You know, from a community aspect,

how is that related to our nonprofit

277

:

or from an educational aspect, or

from a promotional aspect, right?

278

:

Like if you just start to take those

six pillars and document what makes

279

:

sense for you to say under each one.

280

:

You've given yourself a really solid

foundation to just start saying all those

281

:

things like lather, rinse, repeating,

and using those content pillars in your

282

:

social media captions or in your email

newsletters, or on your website, in your

283

:

blog, and now all of a sudden you're

not starting from a blank slate, right?

284

:

Which is a really scary place.

285

:

Um, but the next thing that I think folks

need to do is to think about how are they

286

:

actually gonna do the marketing things.

287

:

And if you don't actually have a plan,

then you're gonna find yourself in a

288

:

place where, and Wendy, I know you see

business owners doing this all the time,

289

:

and I'm sure you now have seen all of

the nonprofit folks do this also is they

290

:

do a little bit of marketing things.

291

:

They're like super gung-ho about it.

292

:

And then because they don't actually

have a plan, it just like stops

293

:

Wendy: It's

294

:

Tayler: then they wake up one day.

295

:

So sporadic.

296

:

Then they wake up one day and they're

like, like we we're supposed to be like

297

:

asking people to donate money, or, oh my

gosh, we're supposed to be doing this, and

298

:

basically like, shit, we dropped the ball.

299

:

And so having a documented plan

that is built around a routine is

300

:

the easiest way for someone who is.

301

:

Doing marketing.

302

:

Maybe you've been voluntold that you're

doing the marketing for your organization.

303

:

Wendy: in the nonprofit world.

304

:

Tayler: Yeah, so this is, especially for

all y'all who have been vol and told that

305

:

you're gonna be in charge of marketing.

306

:

Um, but to say, Hey, you know, I am gonna

spend two hours every Tuesday working

307

:

on the marketing things and building a

routine around that sort of schedule or

308

:

whatever schedule works best for you is

how you can make sure that you're not.

309

:

Sporadically educating folks about

your nonprofit and the value that it

310

:

brings, and that you're not sporadically

visible to the folks that you're trying

311

:

to make sure understand you exist.

312

:

Wendy: Yeah.

313

:

Yeah, for sure.

314

:

So creating content pillars so we

315

:

Tayler: Mm-hmm.

316

:

Wendy: talking about and

317

:

Tayler: Mm-hmm.

318

:

Wendy: on.

319

:

Um, I think picking channels, picking

320

:

Tayler: Mm-hmm.

321

:

Wendy: get that word out there.

322

:

And I don't just mean social media

channels, people, 'cause I think that

323

:

that's kind of, it's an urban myth.

324

:

I don't know.

325

:

People think of marketing as,

oh, we need to do social media.

326

:

Those are

327

:

Tayler: Yeah.

328

:

Wendy: Separate thing.

329

:

Social media is one way to

do marketing, but it is not

330

:

Tayler: Mm-hmm.

331

:

Wendy: strategy, which I have

heard Tayler say so many times,

332

:

Tayler: So many times,

333

:

Wendy: her.

334

:

Um, so

335

:

Tayler: you know.

336

:

With the picking of like your

marketing channels, the, I mean,

337

:

can we talk, can we, can we be like,

338

:

Wendy: Let's

339

:

Tayler: kind but realistic?

340

:

Um, you know, like posting on Facebook.

341

:

Your Facebook just definitely

not gonna move the needle.

342

:

Like that's not.

343

:

Facebook is not what it used to be.

344

:

And there was a point in time where

Facebook was an excellent marketing

345

:

channel for nonprofits, and now it's

just like the landscape has changed.

346

:

And yes, you can still be active

on Facebook, but I would not put

347

:

all of your marketing eggs for your

nonprofit in the Facebook basket.

348

:

Wendy: Agreed.

349

:

Tayler: Right.

350

:

And so, you know, but then on

the other end of the spectrum,

351

:

people are like, so you're telling

me I need to dance on TikTok?

352

:

Like, no, I'm not telling you,

you need to dance on TikTok.

353

:

Wendy: Right.

354

:

Tayler: Um, though, uh, Instagram I think

is actually a good place for nonprofits

355

:

because, you know, when you think of.

356

:

Who are the folks that you're

trying to pull in to, you know,

357

:

like your organization's ecosystem?

358

:

Um, we're talking who has some

disposable income typically, right?

359

:

Because development is just, that

is the lifeblood of any non-profit.

360

:

How are you bringing money in,

in order to keep the work going?

361

:

And you know, even though Gen Z is.

362

:

Very activated around, you know, their

values and they, you know, they can jump

363

:

on to anything, any sort of platform

that is gonna help espouse a mission.

364

:

Um, they don't exactly

have like a ton of money.

365

:

To be donating to things and

366

:

Wendy: getting

367

:

Tayler: they're not quite there yet.

368

:

Yes, they're trying.

369

:

Um, and I mean, not that, not that

millennials are swimming in money

370

:

either, but you know, like we're the

adults, millennials and Gen Xers are

371

:

the adults who are most likely to have.

372

:

Money that they can donate to

causes that they're really,

373

:

um, they're really drawn to.

374

:

So Instagram is a great place to

be 'cause that's where they're at.

375

:

And if you want an example of, uh, I

mean it's a library, but I would consider

376

:

libraries to be like nonprofit adjacent.

377

:

Um, the Mil, the Milwaukee Public

Library's Instagram account is.

378

:

Amazing.

379

:

Wendy: go look

380

:

Tayler: And so they're definitely putting

a fair amount of effort into that account

381

:

and the content that they're creating.

382

:

But I think that it's a really great

example of how something very serious

383

:

like a library can have so much fun

making people aware that they exist.

384

:

So I wanted to put that out there

as as a little piece of inspiration.

385

:

Wendy: note, inspirational piece for you.

386

:

Have you seen the Marion

Webster dictionary?

387

:

TikTok?

388

:

Tayler: No,

389

:

Wendy: Those

390

:

Tayler: I need to go

down that rabbit hole.

391

:

Wendy: people know

392

:

Tayler: There you go.

393

:

Wendy: Who would've thought a

dictionary could be so much fun, but it

394

:

Tayler: Yes, yes.

395

:

And the, the national Parks, um,

Instagram account is also really great.

396

:

Like it's snarky in the, but like in a.

397

:

Wendy: way.

398

:

Tayler: Not like mean way.

399

:

Um, so those are all really great

examples for nonprofits to go and look

400

:

at and, and see that you can have.

401

:

Like your mission can be very serious, but

you can still bring levity to it, and that

402

:

is a big part of what draws people in.

403

:

Whereas on the other end of the

spectrum, you have, you know,

404

:

organizations like Planned Parenthood

that are just kind of like.

405

:

Pretty serious all the time.

406

:

Um, and that's the other sort

of approach that you can take.

407

:

So on the spectrum of we are all business

all the time to like, we have fun around

408

:

here, wherever on that spectrum your

organization sits, like that's what

409

:

should inspire your, like the content

that you're putting out for marketing.

410

:

Um, but two other places that nonprofits

should definitely be doing marketing.

411

:

Blogging like, please, please,

please, you need your website

412

:

to get found on the internet.

413

:

Um, and if you, just because

you have a website does not

414

:

mean it's gonna get found.

415

:

Um, come find me if you wanna talk

like all the specifics because

416

:

there's like 704 reasons why

that's, that statement is true.

417

:

And then the other thing,

please, please, please, please,

418

:

please build an email list.

419

:

Please

420

:

Wendy: yes.

421

:

Tayler: email list.

422

:

Wendy: They may not find you

423

:

Tayler: Um,

424

:

Wendy: or Insta or TikTok because of

425

:

Tayler: I.

426

:

Wendy: algorithms with email.

427

:

They will see you.

428

:

Tayler: Yes.

429

:

So those are, so those are the places

that are really great for nonprofits

430

:

to like focus their marketing.

431

:

And those are all typically like very

low cost or no cost other than your

432

:

time for the folks who are voluntold.

433

:

Um, you know, you're not then

needing to go say like, well, can I

434

:

have money to do these things also?

435

:

So, yeah.

436

:

Wendy: Well, and I will, I will,

um, em embody Tayler for a moment

437

:

and say, don't choose all of them.

438

:

Tayler: Correct.

439

:

Wendy: As Tayler tells me that all the

time, do not choose all the channels.

440

:

Choose the ones that you can truly focus.

441

:

You know, choose two or three maximum.

442

:

Tayler: Mm-hmm.

443

:

Mm-hmm.

444

:

Wendy: if you've done none, choose one

for now so that we can get consistent.

445

:

Um, and I think that's what

you wanna talk about next,

446

:

Tayler, right, is creating that

447

:

Tayler: Yes.

448

:

Wendy: to be consistent.

449

:

How do we do this?

450

:

Tayler: Yes.

451

:

So now that hopefully, dear listener,

you have thought of the day of

452

:

the week that you're gonna like.

453

:

Batch or marketing things.

454

:

Um, the next step is, or not even the

next step, but the approach that I like to

455

:

encourage people to take is to start with

whatever the largest piece of marketing

456

:

content is that you need to create.

457

:

Start there.

458

:

Because if that's a blog,

for example, you're gonna sit

459

:

down and you're gonna spend.

460

:

Probably, you know, about an hour-ish

if you're using an AI copywriter, maybe

461

:

less time if you're stubborn and you're

like, no, I will write every word myself.

462

:

It's probably gonna take

you like two to three hours.

463

:

Uh,

464

:

Wendy: done

465

:

Tayler: but I, I, I admire,

I admire the gumption.

466

:

Wendy: Uh.

467

:

Tayler: Uh, but like, if you're

gonna sit down, you're gonna spend

468

:

a decent amount of time creating

something that's longer form.

469

:

Then you should be chopping

that up into smaller pieces

470

:

of content that then you are.

471

:

Marketing jargon, distributing

it on the internet, right?

472

:

Like you're posting a link to it on

your Facebook page, and maybe you

473

:

also have a LinkedIn page and you're

copying and pasting little bits of the

474

:

sections or the takeaways or just the

straight up introduction you wrote and

475

:

making that your caption, or you know,

you're creating some video content to

476

:

help let or to basically like showcase.

477

:

What it is you wrote and share the

takeaways, the top ones bef, and

478

:

encourage people to go read more, right?

479

:

Like if you start with the big thing,

then all of like the filling in of

480

:

the rest of the calendar happens so

much easier versus you try to like.

481

:

You know, figure out four

Facebook posts and you're like,

482

:

what am I gonna talk about?

483

:

And then by the time that's done, you're

like, oh yeah, and here's a big blog.

484

:

But then you do nothing

with the blog, right?

485

:

Like, it's just backwards.

486

:

Because a lot of marketing is just

promoting of some piece of content.

487

:

Like it's, it's really that simple.

488

:

In a lot of ways

489

:

Wendy: I did not understand

490

:

Tayler: like.

491

:

Wendy: time, I absolutely did it

backwards and my blogs had nothing to

492

:

do with my social media, and that was

insane, now that I think about it.

493

:

I started with blogging.

494

:

Social media wasn't my

thing at the beginning.

495

:

Blogging was, so that's

why I came to it that way.

496

:

But then I learned through Tayler.

497

:

Because, you know, I'm a super fan of

her, um, and I learned to do better.

498

:

You learn to do better.

499

:

Tayler: Yeah, but you know, like I,

I sort of was forced to learn to do

500

:

better because I do marketing at scale

501

:

Wendy: Yeah.

502

:

Tayler: one person.

503

:

Like I spend 30 to 40 hours a

week doing marketing things.

504

:

That is my job and.

505

:

So like I, I have to work efficiently.

506

:

I need to make sure that like the,

the path of least resistance is the

507

:

path that I'm taking every time.

508

:

Um, because when we do the group

coaching calls in the NG community,

509

:

every once in a while I'm showing my

marketing calendar and I always have

510

:

to, my disclaimer of your calendar

should not look like my calendar.

511

:

And if it does, we need to

talk because like, yeah, I,

512

:

I'm doing this all of the time.

513

:

Yes.

514

:

Like, please don't try to do this.

515

:

Um, but that's why I've had

to learn how to create these

516

:

like really easy workflows.

517

:

Uh, or saying they're really

easy, I think is kind of a lie.

518

:

They're not always really easy,

but they're the most efficient way

519

:

that I can work through things.

520

:

But when you are a small business

owner or you're working at a nonprofit

521

:

and you're just responsible for.

522

:

A couple hours of

marketing tasks every week.

523

:

You don't, you don't experience

the problem in a way that

524

:

it's like really crushing

525

:

Wendy: Yes.

526

:

Tayler: in order to go like, oh, I

need to find a better way to do this.

527

:

Like to you.

528

:

You know?

529

:

Yes.

530

:

You can have times where.

531

:

Marketing is very overwhelming emotionally

because it's like one more thing

532

:

stacked onto all of the other things.

533

:

But the marketing problems that you

would experience doing marketing

534

:

at this, you know, the small scale

that, uh, most of the listeners are

535

:

do, trying to do it at, like, it's

not, I know it might feel painful,

536

:

but it's not actually that painful.

537

:

Because, 'cause again, you get to be

done after a couple hours versus, you

538

:

know, us professional marketers who

can never, never walk away from it.

539

:

Yeah.

540

:

Yeah.

541

:

Wendy: Well, okay, so, um, one of

the main reasons I wanted you on

542

:

the show is 'cause I wanted you to

talk about your fabulous tool, Enji,

543

:

which you know, I am an avid fan of.

544

:

Um, and I talk about it all the time.

545

:

So, sorry, listeners, you get to

hear me talk about this one more

546

:

time, but now you get to hear it

from the expert, the creator of Enji.

547

:

So te, tell us about this fabulous tool.

548

:

Tayler: You know, I have been a

marketing consultant for 10 years

549

:

now, which is crazy that I've

been self-employed for a decade.

550

:

I wanted to be a community college

professor, like that was, that

551

:

was supposed to be my happy place,

552

:

Wendy: That's

553

:

Tayler: now I'm a marketer.

554

:

Who's got a software company like,

hi, talk about things I didn't go to

555

:

school for, but you know, my clients

for the longest time, you know.

556

:

I built a business around doing mark,

like specific marketing things on repeat.

557

:

And during the pandemic, my husband,

who's one of my co-founders, he is,

558

:

uh, he's a, a technological like

architect and engineer, but he had

559

:

been managing teams for a long time,

so he was bored and he was like, I'm

560

:

just gonna start building software.

561

:

We're fun 'cause I got nothing to do.

562

:

And you know, I, me being me, I was like,

you're not gonna do anything with that.

563

:

Like, that's weird.

564

:

That's, that seems like a lot of effort

to like not do anything with that.

565

:

And so we kicked around a few ideas and

then we eventually landed on, well hey.

566

:

You know, your clients are constantly

asking you to help or to like create

567

:

a full on marketing strategy for them,

and then they're hiring you to create

568

:

content, like write blogs and social media

captions, and then they're also hiring

569

:

you to go out and do their social media

scheduling and some of their PR like.

570

:

What if we could turn you into software

so that the folks who can't afford to

571

:

outsource these things actually have a

proper system for doing it themselves.

572

:

And we were like, Hmm, that

actually sounds like a good idea.

573

:

And I don't think

something like that exists.

574

:

So here we are.

575

:

We're, uh, I mean at the time we're

recording this, we're about like

576

:

five years from having the idea.

577

:

For Enji and starting to make our

first moves, and we're just over two

578

:

years from having launched it and like

pushed the birdie out into the nest.

579

:

And actually, I think I've told you

this, you Wendy, were our very first

580

:

subscriber on the day that we launched

581

:

Wendy: I

582

:

Tayler: and

583

:

Wendy: that from one of your social

media posts and I was like, holy crap.

584

:

Tayler: Yes.

585

:

And you made me ugly cry.

586

:

You were the first one and you made

me ugly cry at this desks that,

587

:

that I'm sitting at right now.

588

:

Because I was like, holy

shit, this might work.

589

:

Like somebody that I don't, somebody that

I don't know, just signed up for this.

590

:

Like this is wild.

591

:

Um, so I will,

592

:

Wendy: of all, because I

593

:

Tayler: yes.

594

:

Wendy: got,

595

:

Tayler: the shit out of it.

596

:

Wendy: say I got emails from at least

three different people promoting

597

:

Enji, including you, but it was like

598

:

Tayler: Mm-hmm.

599

:

Wendy: Ely and somebody else.

600

:

And I was like, oh,

601

:

Tayler: Yep.

602

:

Wendy: interesting.

603

:

And

604

:

Tayler: Yeah.

605

:

Wendy: person who has hated

marketing since the beginning

606

:

of starting her business and.

607

:

Did it vary sporadically and I could

see, you know, in, in the wedding

608

:

industry that I was in, you know,

you, you can absolutely see, you

609

:

can track back 12 months ago what

you were doing as to whether you're

610

:

getting leads in the door or not.

611

:

Right, and that's how I think

a lot of people in the event

612

:

industry approach their marketing

is they market, market, market.

613

:

Then they get busy with the le

with people that booked and then

614

:

they forget to market and they

don't have any business coming in.

615

:

And so they market, market,

market and it's just a cycle.

616

:

I'm never changing,

617

:

Tayler: Yep.

618

:

Wendy: is the thing that has solved

that problem for me, and I love it.

619

:

Tayler: Yeah.

620

:

You know, we're just trying to really

create tools that help people do this

621

:

work consistently, because the fact of the

matter is the work is never gonna go away.

622

:

Like unless you come across

enough money to pay a salary.

623

:

For a full-time marketer who is

a unicorn or like hire a full on

624

:

department, which is even more monies

like you have to do it yourself.

625

:

And for nonprofits, like you can't

get stuck in that same cycle where

626

:

you're doing a bunch of marketing

leading up to your development

627

:

campaign where you're asking people

to make donations and then just like

628

:

falling off the face of the planet.

629

:

Right.

630

:

Like every time, every time you do that,

you bring yourself to like a full stop,

631

:

and then getting going again takes that

much more energy versus if you just kind

632

:

of keep the machine running, even if it's.

633

:

Like bare minimum and just humming along.

634

:

So that's why like Nng creates a

marketing plan for people that's

635

:

customized to their business.

636

:

So that like, hey, they have that plan and

they can make adjustments as they need to.

637

:

But then there's the tools to, you

know, draft copy really quickly so it's

638

:

not a total time suck and schedule out

content on social media ahead of time.

639

:

'cause none of us wanna be like.

640

:

In the apps every single day.

641

:

Like

642

:

Wendy: Mm-hmm.

643

:

Tayler: I get my screen, my screen time

notification on my phone, I'm like, Ugh.

644

:

So shaking my fist.

645

:

For those of you who aren't watching.

646

:

Yeah.

647

:

I'm like, god damn it.

648

:

Um, and then also like a big thing for

nonprofits is managing campaigns where.

649

:

You would be doing these extra

pushes to make sure that your

650

:

visibility and your awareness and

your educational content is like, you

651

:

know, going out a little bit more.

652

:

Um, so you can manage campaigns

in Eng G, and then the big

653

:

one is tracking your results.

654

:

Because the end of the day, especially if

your entire business is like dependent on.

655

:

Do people know I exist?

656

:

I mean, that's everybody's business.

657

:

I was saying that.

658

:

I was like, duh Tayler.

659

:

That is literally everybody's

business or organization.

660

:

Like if no one knows we exist,

no one can give us money.

661

:

Right.

662

:

Whether it's donations or purchases

663

:

Wendy: needing

664

:

Tayler: you know, leads

665

:

Wendy: I mean,

666

:

Tayler: or needing volunteers.

667

:

Yeah.

668

:

Wendy: Yeah.

669

:

Tayler: Yep.

670

:

You have to be.

671

:

Yeah, and so tracking your results

to make sure that all of this

672

:

effort that you're putting into your

marketing is actually paying off.

673

:

That you're seeing, hey, people

are visiting our website.

674

:

Hey, people are interacting

with our social media content.

675

:

Hey, people are actually donating

to the organization in months where

676

:

we're not explicitly asking for

money with as a part of a campaign,

677

:

like all of this information then.

678

:

Puts you in a situation where you

can make better decisions about

679

:

how you're gonna keep going.

680

:

And so NNG is just, we're trying

to keep building simple, easy to

681

:

use tools that are really for non

marketers to do this marketing work.

682

:

Wendy: Which I adore and I, I

683

:

Tayler: I,

684

:

Wendy: go back to what you said about

keeping track of if it's working or not.

685

:

I

686

:

Tayler: mm, mm-hmm.

687

:

Wendy: the statistics, the analytics

are my favorite part of Enji.

688

:

know I've told you this 'cause

I use it for other things.

689

:

I use it for more

690

:

Tayler: Mm-hmm.

691

:

Wendy: tracking marketing.

692

:

Um,

693

:

Tayler: Mm-hmm.

694

:

Wendy: guys, if you hate

looking at numbers, that's okay.

695

:

'cause Enji makes it graphics.

696

:

Enji makes it into charts

and pretty pie charts.

697

:

In little graphs or what, however

you like to see your numbers.

698

:

That's the best part about it to me.

699

:

And

700

:

Tayler: That's how we do.

701

:

Wendy: but it helps the person who is not,

I don't like looking at actual numbers.

702

:

I like looking at this

703

:

Tayler: Yeah.

704

:

Wendy: up, this is fantastic

705

:

Tayler: Yep,

706

:

Wendy: line went up and it changed colors

707

:

Tayler: yep,

708

:

Wendy: Yeah, thank you.

709

:

I'm that girl who

710

:

Tayler: yep.

711

:

Wendy: the notifications.

712

:

That gives you a little unicorn across

the screen from a sauna because you did

713

:

something like, I need that in life.

714

:

Tayler: Exactly.

715

:

I completed a task.

716

:

Unicorns and rainbows.

717

:

Wendy: Yeah.

718

:

If you've

719

:

Tayler: Totally.

720

:

Wendy: talking about.

721

:

If you haven't,

722

:

Tayler: Yep.

723

:

Wendy: use it for that

724

:

Tayler: Then Yeah.

725

:

You're like, I have no idea what these

crazy ladies are talking about right now.

726

:

Wendy: it's fantastic

if you've ever used it.

727

:

Tayler: It is.

728

:

It is.

729

:

Wendy: I thank you so much

for coming on the show today

730

:

Tayler: I.

731

:

Wendy: talking about all the things.

732

:

Um, I know we can delve deeper into

all the topics, you know, coming

733

:

up with a marketing strategy that

is appropriate for your nonprofit.

734

:

I know we can delve deeper into.

735

:

All the things, social media for sure.

736

:

I know we can delve deeper into

SEO and those are gonna be future

737

:

podcast sessions, which I might

drag Tayler back to talk about.

738

:

Tayler: Oh,

739

:

Wendy: um, I appreciate you, you

starting us off here with Let's

740

:

be less afraid and let's get

741

:

Tayler: Yes.

742

:

Wendy: how we do it.

743

:

So it's, it's approachable.

744

:

Tayler: Yes.

745

:

Thank you so much for hosting the

conversation and really at the end of

746

:

the day, I hope that, I hope that this

was a little bit of a gentle, swift

747

:

kick, um, or a little bit of a fire, you

know, that just got lit under your butts.

748

:

But in the end, I really, really

want you to know that you absolutely

749

:

can do your own marketing.

750

:

It is, there's nothing stopping

you other than yourself.

751

:

Wendy: is doable.

752

:

Totally doable.

753

:

So, TEYL, if they wanna find

you, where can they find you?

754

:

Tayler: So, uh, we talked

about being millennials.

755

:

I'm a geriatric millennial

and so I'm on the Instagrams.

756

:

Sometimes I dance because my social

media manager is like Tayler.

757

:

The people think it's

really funny when you dance.

758

:

So every once in a while I do submit.

759

:

Um, but our Instagram handle is EN jco co.

760

:

And our website is e nji.co.

761

:

And if anybody wants to try

out our marketing tools,

762

:

there's a free 14 day trial.

763

:

And then I know Wendy has got a great.

764

:

Discount code to help you guys out, uh,

because I know nonprofits are operating

765

:

on small budgets and you need to make

all of the pennies, you know, work.

766

:

Um, and I absolutely can.

767

:

I absolutely wanna be someone

who's supporting people out

768

:

there doing the hard and really

good work for their communities.

769

:

Wendy: Which we really

appreciate that guys.

770

:

So Tayler created a

special little code for us.

771

:

It is going to be in the show

notes as long as, as well as

772

:

all the links to all the things.

773

:

So go check those things out.

774

:

And Tayler, I just say thank you.

775

:

Thank you so much for

supporting nonprofits.

776

:

Tayler: Anytime.

777

:

Thank you, Wendy, for hosting.

778

:

Wendy: All right guys,

that's The NonProfit Nook.

779

:

See you next time.

780

:

Speaker 4: Thanks for listening

to the nonprofit Nook.

781

:

We're building better nonprofits together.

782

:

If you found today's episode

helpful, please subscribe.

783

:

Leave a review and share it with other

nonprofit leaders who need support.

784

:

Follow the nonprofit Nook on

social media and sign up for

785

:

our email list for extra tips.

786

:

And.

787

:

You can also visit the nonprofit nook.com

788

:

to see the show notes and leave a comment

telling me what topics you want next.

789

:

Your feedback shapes the show.

790

:

See you next time.

All Episodes Previous Episode

Listen for free

Show artwork for The NonProfit Nook

About the Podcast

The NonProfit Nook
Tools, Tips & Real Talk for Changemakers
Welcome to The NonProfit Nook — the podcast for nonprofit leaders, board members, staff, and community champions who want to strengthen their organizations and make a bigger impact... without burning out in the process.

I’m Wendy Kidd—business owner for over 20 years and nonprofit leader for just as long. I created this show because I know how overwhelming it can be to lead a nonprofit. Most of us didn’t get into this work thinking we’d be running a business—we just wanted to help people. But the truth is, running a nonprofit *is* running a business, and I’m here to help make that part easier.

Each week on The NonProfit Nook, you’ll get real talk and real tools.
We’ll dive into the nuts and bolts of nonprofit management—strategic planning, budgeting, board engagement, donor communication, volunteer recruitment, and more. No fluff—just practical advice and conversations that help you work smarter and lead with confidence.

You’ll also hear:
- Stories from inspiring North Texas nonprofits and the local heroes behind them
- Tips from experts on marketing, digital tools, DEI, nonprofit culture, and sustainable leadership
- Real conversations about burnout, boundaries, time management, and self-care—because leadership shouldn’t feel lonely

Whether you're leading a nonprofit, supporting one, or just passionate about the mission, The NonProfit Nook will give you the tools, encouragement, and inspiration you need to thrive.

Subscribe on your favorite podcast platform, leave a review to support the show, and follow us on social media @thenonprofitnook for more nonprofit insights, stories, and resources.

Let’s make nonprofit life a little easier—and a lot more impactful.

About your host

Profile picture for Wendy Kidd

Wendy Kidd

Wendy Kidd is a seasoned event planner, nonprofit leader, and small business consultant with over 20 years of experience helping organizations thrive. As the host of The NonProfit Nook, she draws on her deep knowledge of running a business, fundraising, volunteer engagement, and community building to share practical strategies and inspiring stories with nonprofit leaders.

Passionate about equipping nonprofit professionals with the tools they need to create lasting change, Wendy brings an approachable, encouraging style to every episode—making complex topics simple and actionable.