by Spencer Brooks | Nov 20, 2025 | Article
You Are Not Your User FollowFollowFollow In the 1970s, Boeing had a problem. Pilots kept making fatal errors in the cockpit. They were flipping the wrong switch, pulling the wrong lever, or misreading critical gauges. The planes themselves were fine, and the pilots...
by Spencer Brooks | Oct 9, 2025 | Article
AI Search: The Great Platform Shift FollowFollowFollow Very few nonprofits are talking about AI search, but it’s one of the most important tech trends impacting nonprofit marketing right now. A few weeks ago, I wrote a post about how clicks are disappearing and...
by Spencer Brooks | Sep 25, 2025 | Article
Problem, Solution, Impact: The Essential Nonprofit Messaging Framework FollowFollowFollow Last week, I wrote a LinkedIn post on nonprofit messaging that really seemed to resonate with folks: In this article, I want to break down that messaging framework in more...
by Spencer Brooks | Aug 27, 2025 | Article
Should You Change How You Talk About Equity and Inclusion? FollowFollowFollow In recent months, I’ve heard a recurring question from nonprofit communicators in the health space: “Has your organization had to change the way it talks about its work because of the latest...
by Spencer Brooks | Aug 13, 2025 | Article
Why Your Mental Model of a Website Might Be Holding You Back FollowFollowFollow A website redesign isn’t really about technology. It’s about change. That might sound obvious at first, but think about it. The whole point of a redesign is to move from one state to...
by Spencer Brooks | Jul 31, 2025 | Article
When Clicks Disappear: Rethinking Impact in the Age of AI Search FollowFollowFollow If you’ve looked at your web analytics recently, you’ve probably seen a familiar story: traffic is slipping. At first, it’s easy to explain away. Maybe it’s seasonality, or another...
