By Bobbi Eggers
In our vibrant community, there are countless opportunities for businesses and nonprofits to communicate more effectively. By doing so, we can be stronger, more connected, and compassionate to motivate people. Recently, I attended a talk by Fred Camillo at the Tomes-Higgins House, where he emphasized the critical role of private-public partnerships. These collaborations are essential for bridging funding gaps, allowing organizations to expand their services and enhance the quality of life for everyone in Greenwich.
If you’re involved with a nonprofit, my top communication advice—beyond the essential digital tools like CRM and fundraising software—is to celebrate your people. Highlight your volunteers, clients, staff, and supporters. It’s crucial to connect on a human level. Research from Harvard Business School indicates that 95% of purchasing decisions are influenced by emotion rather than logic. This emotional connection is what drives people to donate and support a cause.
After spending years as an Executive Creative Director at global advertising agencies, I had children and tried to juggle their birthday parties and school events with film shoots in LA and London, client presentations, and commuting. I decided to pivot to take on private clients and spend much of my time raising my family in Greenwich.
This move has been incredibly fulfilling. I’m passionate about my work, particularly with nonprofits, because I believe in the power they have to transform lives and communities. I’ve had the privilege of contributing to projects like the Greenwich Pool in Byram Park, rebranding and raising awareness for Greenwich Communities (formerly the Housing Authority,) and supporting healthcare and quality-of-life initiatives for older adults. My work with Neighbor to Neighbor helped elevate their food pantry services to a new level in their new, beautiful facility.
For your nonprofit or local business, start by defining your goals with a focused strategy that everyone in your organization can rally behind. What sets you apart from the rest? Be genuine and clear about why people should choose to support you. Avoid being generic. Random Canva templates may not effectively convey your brand’s unique story. Instead, consider regularly scheduled newsletters with compelling stories, engaging photos, and a clear call-to-action. Be irresistible and make sure your marketing efforts reflect your strategic goals. Whether it’s a heartfelt video, interactive social media posts and videos, or even printed materials (yes, they still work), make sure your message is authentic and resonates with your audience.
In my current role at Christ Church Greenwich, I’ve had the joy of helping people connect with faith in meaningful ways. We’re thriving because we focus on building strong relationships, providing relevant programming, and communicating in a way that resonates with people’s spiritual journeys. It’s about more than just the message; it’s about how we make people feel connected and valued.
Gone are the days when you could wait for people to come to you. Now, it’s about meeting people where they are—speaking to them as you would to friends and family here in Greenwich. By embracing storytelling and fostering meaningful engagement, you can deepen your connection with your community and encourage greater participation. Remember the words of Maya Angelou: “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
Let’s make every interaction count. Together, we can create a community where communication isn’t just about spreading information but about building genuine, lasting connections.
With a career as an Executive Creative Director at global advertising agencies, Bobbi Eggers pivoted to private clients to raise her family. She is currently Director of Marketing & Communications at Christ Church Greenwich.
