Marcia Beckner: Hey, welcome to Nonprofit CEO Spark, the podcast for bold leaders ready to navigate growth and change with energy and confidence.
I’m Marcia Beckner, nonprofit founder, former executive director, and culture strategist, with nearly 20 years in the social impact world.
Each week, I help nonprofit leaders stop spinning out, set boundaries, and design inclusive cultures where all staff can thrive.
If you’re ready to reignite your leadership without sacrificing your well-being, hit subscribe, and let’s spark your next chapter together.
Building a Movement Beyond Good Intentions
Marcia Beckner: Building a movement takes more than good intentions. It takes strategy, storytelling, and leadership.
Today’s guest is Julia Campbell, a digital marketing and fundraising expert, author, and host of the nonprofit nation podcast.
Through her work, Julia helps nonprofits build vibrant communities and mobilize people to care, give, and take action.
She blends practical strategy with honest conversations about leadership, mental health, and what it really takes to grow a movement today.
Julia Campbell: Thank you for that wonderful introduction. I love that.
Marcia Beckner: Julia, you’re such an expert, but I want to get to know you more. Can you give us some context into your background in the nonprofit industry?
Julia Campbell: I’ve always been interested in social justice and activism. I grew up in the 80s and 90s interested in the intersection of government and NGOs.
I call myself an optimist. I started my journey in the Peace Corps after college, where I realized I had a passion for this work.
I’ve worked everywhere from universities to small community organizations. My talent has always been bridging marketing and fundraising.
I think generosity is built into the fabric of how we built this country, and it’s something that will lead us through these dark times.
Moving from “Billboard” to Community
Marcia Beckner: Let’s start with community building. Social media is the tactic, but the purpose is to build a community.
Where should a leader start in assessing their efforts, and what are the biggest mistakes you see?
Julia Campbell: I love that you called it a tactic. It’s a tool in your belt, and you don’t have to use every channel.
The mistake leaders make is seeing platforms as a billboard—a place just to promote events or “raise awareness.”
People use social media to connect with family, but also to discover causes they care about and express their views.
When organizations only do “information downloads” like annual reports, they miss the chance to connect people to the “why” of the work.
Ask yourself: What would happen if you closed your doors tomorrow? What would be lost in the community?
The nonprofits that succeed connect their community with that gap through storytelling, educational videos, and inspirational posts.
The Power of Human Connection and Video
Marcia Beckner: How do you get people engaging back when there is so much noise out there?
Julia Campbell: People can smell inauthentic engagement tactics a mile away. If you ask a question just for “reach,” they see through it.
Being authentic and vulnerable with your stories helps people comment. They want to say, “I went through this too,” or “This program helped my son.”
You don’t need perfect polish. People want to see humans and behind-the-scenes content that feels unfiltered.
I’ve seen videos of an Executive Director just going on a walk and talking about an issue get incredible engagement.
Building community is about understanding what they want from you, rather than just focusing on your own agenda.
Marcia Beckner: I love that. A raw, vulnerable video sharing a “mission moment” from the day costs nothing.
It humanizes your cause. If you’re listening to this, try it tomorrow and just see the engagement you get.
Julia Campbell: In COVID, I followed an organization helping sex trafficking survivors. The ED would film in her backyard, debunking myths or reflecting on the world.
I felt connected to them because they weren’t just “promoting.” They used their superpower: being human.
AI as an Intern, Not a Replacement
Marcia Beckner: Where do you see AI benefiting or hurting nonprofits building communities?
Julia Campbell: I see AI as an intern—a partner for brainstorming, research, or synthesizing long reports into social posts.
I use tools as a reality check, but I would never “copy and paste.” If it sounds like a bot wrote it, people will notice.
AI is great for data analysis or identifying clips from a long video, but I fall on the side of using real stories every time.
Marcia Beckner: Marketing teams are often expected to be “always on.” What does that do to staff well-being?
Julia Campbell: It’s impossible. Unless you’re a massive global entity with shifts, you shouldn’t be monitoring a page 24/7.
It is vital to take digital detoxes. There will always be trolls and negativity, so you need a monitoring strategy that isn’t a 24-hour burden.
Leaders need to realize digital management isn’t just “tacked on”—it’s a job that requires intention and collaborative support.
Looking Ahead: The Trust Recession
Marcia Beckner: We are in a “trust recession.” How can nonprofit leaders build trust right now?
Julia Campbell: This is an opportunity. People are skeptical of mainstream media, which lets nonprofits position themselves as the go-to experts.
Sharing factual, “on the ground” reality builds authority. When you share a statistic or address a misconception, you show you’re walking the walk.
This attracts donors and press because they see you are being candid, honest, and informative about the issues they care about.
Marcia Beckner: Julia, thank you. You’ve dropped so much gold on the intersection of social media, AI, and sustainable culture.
For those heading to the AFP ICON conference in San Diego this April, make sure to catch Julia’s session on mastering short-form video.
Julia Campbell: Thanks for having me! You can find my blog, courses, and a storytelling workbook at JCSocialMarketing.com.
Marcia Beckner: Thanks for listening to Nonprofit CEO Spark. Remember, you are meant for great things, and you don’t have to burn out to prove it.