22NTC Session: Marketing/Communications
Values-Driven Creative: How to Produce Ethical Creative That Works
Submitted by: Will Valverde | M+R


There are the goals every program measures: revenue, donor acquisition, list growth. But when it comes to developing creative that aligns with core values, many nonprofits struggle to define clear goals and reach them consistently.

For many, that means an increased focus on anti-racist creative. For others, transparency and openness are central values. Nonprofits may look to elevate voices that often go unheard, to move away from dangerous tropes of white saviorism, to ensure they are alleviating suffering rather than exploiting it.

The question is: how do we meet our program’s goals while staying true to our values?

These are complex, important issues, and there is no one-size-fits-all approach that will work for all nonprofits. This session will generate lively discussion and provide tools that will help nonprofit leaders unravel problematic practices and align creative with essential values.

Session Type

60 minute session

Learning Outcomes

  • Create clear concept, design, copy, and editing guidelines that ensure values consistently drive your creative.
  • Why “best practices” and “tried and true” approaches often conflict with values, and how to challenge them.
  • How to identify and eliminate problematic elements within your creative while delivering the results that allow your nonprofit to thrive.

Target Audience

Staff at all levels in nonprofits that want to align their creative with their core values


March 24, 2022


8:30am – 9:30am PST