Charity: Water, Subscription Giving, and Measuring Marketing Performance

Charity: Water is one of the nation’s leading charities. It has been the subject of a lot of press over the years, and for good reason. It has been one of the best modern examples of a cause-based approach to nonprofit fundraising, community building, and unconventional approaches to philanthropy.

Recorded in 2021, we talked to Chief Revenue Officer at Charity: Water, MZ Goodman. MZ comes from a diverse background, including work at The New York Times, Ralph Lauren, and Goop, Gwyneth Paltrow’s modern lifestyle brand.

We cover a number of topics with MZ, including:

• Tapping into the Subscription Economy with Charity: Water’s monthly giving program, The Spring.
• Valuing and the difficulty of measuring great storytelling.
• The power of being “the” nonprofit associated with a specific cause.
• Measuring marketing effectiveness and cultivating a performance culture.

Charity: Water was founded by Scott Harrison in 2006 with the goal of bringing clean drinking water to developing countries.

After working at so many major brands, MZ is uniquely qualified to bring her expertise to charity: water to further their mission… let’s get into our conversation with MZ.

Charity: Water: https://www.charitywater.org/

MZ Goodman: https://www.linkedin.com/in/mz-goodman/