EP 88: Building Product-Centered Donor Experiences with Ben Webb

In this episode of The Responsive Lab, Carly and Scott sit down with Ben Webb, Chief Marketing Officer at International Justice Mission. He's spent more than 15 years across nonprofit leadership, ministry, and creative consultancy, including a global marketing role at Compassion International where he led teams across digital, innovation, and experience design in more than 30 countries.

You'll hear about:
* Why most nonprofit marketing fails to inspire and what we can learn from Red Bull's space jump campaign
* The shift from direct response fundraising toward product-centered donor experiences
* How to create relevance and value for donors using the "good friend" framework
* Building marketing teams that blend nonprofit expertise with for-profit innovation
* Why your real competition isn't other nonprofits but companies like Amazon and Tesla
* The five-phase global marketing framework: insight-driven, concept-led, powered by stories, scaled by technology, measured and refined
* How to maintain urgency and heart when the work feels overwhelming

Links from the episode:
* Connect with Ben Webb on LinkedIn: https://www.linkedin.com/in/benjaminmwebb/
* Learn more about International Justice Mission: https://www.ijm.org/

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