On Sept. 26, The Phil hosted its first event, “Phil Forum: Marketing Matchmaking for Nonprofits,” a half-day session designed to connect experienced marketing and communications experts with nonprofits facing communications challenges.
The event was built on a simple idea: pair professionals with specific expertise in areas such as public relations, branding and digital strategy with nonprofits that could benefit from their knowledge. Unlike a typical workshop or rotating session, the matches were determined by needs in advance. Each nonprofit was notified of its assigned volunteer ahead of time and invited to bring its most pressing challenges to the table.
“I really enjoyed the opportunity to step out of my own zone and work with a nonprofit that’s important to the community,” said Connie Kottmann, APR, marketing communications manager at Virginia Commonwealth University. “It gave me a chance to help them see past some of their blind spots. We don’t always see the bigger picture, especially the longer we’ve been in one place. That’s what I really appreciated about this opportunity: meeting with a nonprofit, getting myself out of my own zone and helping them get out of theirs. We got to meet up and talk about possibilities.”
Who Participated
The Phil Forum was made possible through partnerships with the Richmond chapters of the Public Relations Society of America and American Marketing Association, both of which helped secure two dozen seasoned communications professionals to volunteer their time. Many of the experts brought more than 15 years of experience to the table.
Nine Virginia nonprofits participated, representing a wide range of causes:
- Better Housing Coalition
- Child Care Aware of Virginia
- Children’s Museum of Richmond
- Jacob’s Chance
- Junior Achievement of Central Virginia
- Liberation Veteran Services
- Richmond Performing Arts Alliance
- Ronald McDonald House Charities Richmond
- Sylvia’s Sisters
A Day of Focused Support
The event was hosted at The Hodges Partnership in Richmond and included time for networking, a 90-minute brainstorming session and a group debrief in which participants shared key takeaways and ideas that addressed common challenges.
The matchmaking format allowed for direct and personalized conversations. Nonprofits were able to share the real-world issues holding them back, whether that meant navigating limited budgets, improving community engagement or finding new ways to raise awareness about their missions. Marketing experts, in turn, came prepared to share strategies, offer practical recommendations and help shape solutions that could be put into practice right away.
“We really needed support around building partnerships, raising awareness of our brand and securing our place in the early childhood space,” said Sarah Vaughan of Child Care Aware of Virginia. “It’s easy to get caught up in the day-to-day work, always looking down, so this was a chance to look up and out to think about how we share our story with funders, partners, families and the community. I left excited about new ideas, especially around building softer, more collaborative connections with other key players in this space.”
The Phil Forum was structured to keep the focus on problem-solving rather than presentations. Instead of sitting through panels or general sessions, nonprofits and marketing volunteers worked side by side in conversations that were hands-on and collaborative. This structure highlighted the intent behind the name “matchmaking” – bringing together the right people to address the right needs.
Why It Matters
Nonprofits across Virginia play a critical role in strengthening communities, but many operate with limited resources when it comes to marketing and communications. Brand management, digital outreach and storytelling are essential for raising awareness and building support, yet they are often deprioritized because of financial, timing or staffing constraints.
The Phil Forum addressed this gap by offering nonprofits access to professional expertise at no cost. For half a day, they were able to tap into the kind of specialized support that can make a meaningful difference in how they connect with stakeholders and carry out their missions.
“While we hope The Phil Forum becomes an annual event, it’s an especially valuable gathering given the financial pressures that many nonprofits are currently experiencing,” said Josh Dare, co-founder of The Hodges Partnership and senior editor of The Phil. “With marketing budgets often the first to get squeezed, The Forum should provide some welcome insights to deserving nonprofits. We’re particularly grateful to the marketing experts who donated their time and expertise to make it happen.”
Lasting Connections
To close the day, Hodges held a raffle awarding one nonprofit, the Children’s Museum of Richmond, 10 additional hours of pro-bono support from the agency. One volunteer matched that offer to support another nonprofit on the spot.
In the conversations following the formal program, several participants spoke of continuing the work – offering to stay in touch, review more materials and provide additional support.
The Phil remains committed to spotlighting Virginia nonprofits, sharing their stories and celebrating their impact. The Phil Forum showed what can happen when collaboration and expertise come together, and The Phil invites volunteers, nonprofits and community members to join in building a stronger, more resilient sector across the commonwealth.
