Want everyone else to buy into environmentalism? Never say “Earth”

One of my side-gigs is running a worksop on story-telling for non-profits for my friends at Social Impact Studios in Philly. This blog post about heather Smith really speaks to the choices lots of environmental groups are facing about how to frame their campaigns…and how to win them more often.

Grist

For over three decades, David Fenton has played an unusual role in the environmental movement: marketing it. The company he founded, Fenton Communications, has worked with everyone from Nelson Mandela to MoveOn.org. It recently managed an  an anti-fracking campaign for Yoko Ono (fracking, it promised, would ruin New York’s groundwater, and therefore its bagels and pizza).

To many environmentalists, what Fenton does — with all the celebrity chefs and celebrities, period — is … a little bit simplistic. To his opponents, he’s the Great Satan. If you find an article about him online, it’s probably a hit piece.

“People working in the nonprofit world sometimes have trouble adopting a marketing mindset,” Fenton Communications wrote in a 2009 report.  “But in the end, the goal is for people to ‘buy’ our ideas — ideas for a better world.”

Fenton recently talked with me over the phone about…

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