The Trade You Keep Forgetting to Make

Before I touched a campaign, I ran them through the first two lenses of a framework I built called Core4: what do they actually have, and who actually donates to them. This is the real footage of what I found.  Episode 3 of a behind-the-scenes series on the whole campaign.  Learn more about Alabaster:  https://www.alabasterinternational.org/groundbreakers  Instagram - / alabaster_international  YouTube - / @alabasterinternational  Work with me: http://portnoymedia.com/work-with-dan www.danportnoy.substack.comwww.PortnoyMedia.com/Blogwww.DanPortnoy.com 

This is Episode 2 of a behind-the-scenes series on raising $200,000 in 90 days for Alabaster. The honest stuff: what's hard, what's working, what's at stake. Learn more about Alabaster: https://www.alabasterinternational.org/groundbreakers Instagram - https://www.instagram.com/alabaster_international/ YouTube - https://www.youtube.com/@AlabasterInternational   #nonprofit #fundraising #socialimpact www.danportnoy.substack.comwww.PortnoyMedia.com/Blogwww.DanPortnoy.com 

I knew Shannon and Ash from church. I had no idea they were quietly running world-class work in South Sudan, schools, kids, in one of the hardest places on earth to do any of it. Legit, and badly underfunded. So they hired me. We have until August 1 to raise $200,000, and hitting it unlocks grant money that changes what they can do. This is Episode 1 of a behind-the-scenes series on the whole campaign. The wins, the misses, all of it.  Subscribe to follow along and see if I can pull this off.  Learn more about Alabaster: https://www.alabasterinternational.org  Instagram - https://www.instagram.com/alabaster_international/  YouTube - https://www.youtube.com/@alabasterinternational  #nonprofit #fundraising #socialimpact www.danportnoy.substack.comwww.PortnoyMedia.com/Blogwww.DanPortnoy.com 

What This Episode Covers The hidden reason nonprofit content underperforms Why “Sorry it’s been a while…” is a trust killer The inbox is a value exchange, not a favor Why most organizations send updates instead of insights Key Concept: The Expertise Gap The gap between: What your organization knows deeply What you’re actually sharing publicly   Most teams protect their expertise rather than use it. The Core Problem Infrequent emails → audience forgets you Low-value emails → audience ignores you Result: you lose the trade every time   3 Ways to Close the Gap 1. Teach your process (not just outcomes) Don’t just report results Show how the work actually happens   2. Say the uncomfortable truths Every sector has things “everyone knows but doesn’t say.” Saying them builds trust fast   3. Share what you’re learning Wins are boring Growth is compelling   3 Questions to Fix Your Content What do outsiders consistently get wrong about our work? What decisions would surprise people if they saw inside? What have we failed at recently—and what did we learn? The Big Shift Stop: Reporting Asking Playing it safe   Start: Teaching Sharing insight Earning attention   www.danportnoy.substack.comwww.PortnoyMedia.com/Blogwww.DanPortnoy.com 

What This Episode Covers The “paint job vs engine” framework Why polished content often fails How AI is making shallow content easier (and worse) The difference between clever and clear   The Core Problem: The Paint Job Trap Content that sounds smart but says nothing Strong visuals, weak thinking Packaging without substance   Why This Happens Early marketers chase cleverness Pressure to produce → skip thinking AI makes it easy to generate finished-looking content instantly   The AI Problem (and Opportunity) AI = fast, efficient, scalable But: Lacks lived experience Doesn’t understand your audience deeply Produces “committee content.” Result: Technically correct Emotionally flat Completely forgettable   The Shift: Clever vs Clear Clever: Sounds impressive Performs intelligence Gets attention (briefly) Clear: Names a real problem Feels specific Builds trust   Example (From the Episode) Weak: “We help nonprofits grow.” Strong: “Most nonprofits aren’t broken—they’re overwhelmed by bad advice and systems that don’t fit their world.” Clarity wins because it proves understanding.   The Test (Use This Before You Publish) Ask: If I stripped away design, tone, and style… is the idea still valuable? If not → you don’t have an engine.   Key Takeaway You don’t need better content. You need better thinking. www.danportnoy.substack.comwww.PortnoyMedia.com/Blogwww.DanPortnoy.com 

Story isn't something you add at the end of your marketing process. It's the structure that makes your message work in the first place. In Episode 4, Dan Portnoy breaks down what story actually is at its most fundamental level — not long-form content, not guilt-trip videos with soft music — but a three-part structure that your audience's brain is already wired to follow: Want → Obstacle → Change. In this episode you'll learn: Why most marketing fails (it's skipping one of the three story elements) How your brain processes narrative differently than information — and why that matters for every campaign you run The difference between alignment (your North Star) and amplification (your story) — and why you need both The three-question test you can run on any post, pitch, email, or campaign to find out if it's actually ready Why nonprofits especially need to understand the exchange happening in every donor relationship If you can answer all three questions clearly, you have the architecture for a story. If you can't, the piece isn't done yet. The Three-Question Test: What does my audience want? (Not what you want to tell them) What's in the way? (The real obstacle — fear, confusion, bad past experience) What changes if they engage with you? (A shift, not a feature list) Resources mentioned: Story frameworks on the Portnoy Media Lab YouTube channel The Nonprofit Narrative by Dan Portnoy Questions or stuck? Email Dan: [email protected]     www.danportnoy.substack.comwww.PortnoyMedia.com/Blogwww.DanPortnoy.com 

In today's fast-paced business environment, defining success is crucial for any marketing strategy to yield the desired results. Many teams focus on developing a growth strategy that emphasizes marketing tactics and ROI, but often overlook a critical question that can make or break their marketing planning efforts. To achieve compounding growth and sustainable marketing, it's essential to have a clear marketing framework that guides your team's marketing focus and helps you avoid common marketing mistakes. By understanding what defines success for your business and establishing a well-structured marketing framework, you can create a strategic marketing approach that drives business growth and ensures a strong marketing ROI. In this video, we'll explore the often-missed question that can transform your marketing goals and help you develop a more effective marketing strategy. www.danportnoy.substack.com www.PortnoyMedia.com/Blog www.DanPortnoy.com  

Key IdeasMost marketing advice conflicts because it’s designed to sell products, not solve your problemStrategy defines the goal; tactics support it—not the other way aroundAlgorithms change constantly; your story is the only stable assetThere are no shortcuts—momentum comes from sustained effortConstantly switching tactics creates opportunity cost, morale loss, and confusion Practical TakeawaysDefine a clear outcome before choosing platforms or tacticsCommit to one direction for at least 90 days (six months is better)Treat your brand as the mentor, not the heroFocus on relationship-building, not follower countsConsistency beats cleverness Referenced ResourcesStorytelling training (linked in-video)Fix Your Funnel Fast – Leak Funnel Tool ($17)Available at: https://portnoymedia.com/resources  www.danportnoy.substack.comwww.PortnoyMedia.com/Blogwww.DanPortnoy.com 

Episode Notes: This is Episode 1 of the Portnoy Media Lab Podcast New episodes explore clarity, systems, and creative work that actually moves the needle Resources and tools mentioned are available at danportnoy.com/resources Blog posts publish Tuesdays; personal reflections on Substack publish Thursdays   www.danportnoy.substack.comwww.PortnoyMedia.com/Blogwww.DanPortnoy.com 

The Portnoy Media Lab Podcast is for makers and marketers trying to turn real creative work into communication that actually connects. Hosted by writer, filmmaker, and creative strategist Dan Portnoy, the show features honest conversations with writers, filmmakers, designers, producers, and creative leaders—along with occasional solo episodes unpacking the communication and strategy problems that keep teams stuck. No hype. No busywork. Just field-tested thinking for people chasing meaning and impact. New episodes every Wednesday. www.danportnoy.substack.com www.PortnoyMedia.com/Blog www.DanPortnoy.com