Marketing strategy for nonprofits and mission‑driven organizations.
Every organization worth working with has a thread running through its work: the reason people show up, give, volunteer and come back. I help you find it, then build the plan, the systems and the team habits to carry it further.
Who I work with
Community foundations, arts and cultural organizations, preservation trusts, environmental groups, B Corps and the small teams behind them. Usually there are more good ideas than hours in the week, the website and donor database don't talk to each other, and marketing is somebody's fourth job.
I come in as a strategist, a hands-on builder or a part-time marketing lead, depending on what you need, and I work with the staff, volunteers and budget you actually have.
Services
- Strategy and planning
- An annual marketing and communications plan built around your mission, your audiences and your capacity, with clear priorities your team can carry without burning out.
- Fundraising communications
- Campaign messaging, appeal emails, donor reports and major-gift materials that show supporters what their money made possible.
- Events that earn their keep
- Galas, festivals, open houses and benefit concerts: planning, promotion, ticketing, sponsorship packages and the follow-up that turns attendees into supporters.
- Audience growth and digital
- Email and newsletter programs, websites, CRM and booking setup, analytics, SEO and social, so you can reach more people and see what's working.
- Fractional marketing leadership
- A part-time head of marketing who leads your staff, agencies and volunteers, sets the plan and reports to your board, at a fraction of the cost of a full-time hire.
Selected work
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Dare Arts and the Outer Banks Community Foundation
Event planning and promotion, and donor reporting that connected gifts to real outcomes in the community.
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Whalehead Preservation Trust
Marketing and events strategy to grow earned revenue for a historic landmark on the Outer Banks.
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Ecology Action Centre
Community outreach and major-gift fundraising support for one of Nova Scotia's leading environmental organizations.
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Hatfield Farm
A rebrand, a new website and an integrated booking and CRM system to grow the farm's events business.
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Queen's Marque and the Muir Hotel, Halifax
A ground-up brand launch for a new waterfront district and hotel, which beat its opening-period booking targets during the pandemic.
How a project runs
Talk
A call about where you are, where you want to be and what's in the way.
Listen
I review what you have now: channels, data, donors, audiences, tools and team.
Plan
A focused plan with priorities, owners, budget and the numbers we'll track.
Build
We put it into action together, with me hands-on wherever you need me.
Hand off
Clear documentation and training, so the work stays with you when I step back.
About Christine
I'm Christine Preece. I started out as a musician and spent years in recording, live sound and event production, working with bands, film crews, broadcasters and festivals. That's where I learned that good work needs a good plan, and that the audience is always the point.
I founded Thread & Theory in 2017. I've spent more than 20 years in marketing, digital strategy and audience growth, and I currently lead marketing for Mindful.org and Mindfulness.com. There, I guided a print-to-digital transformation as the organization moved from nonprofit to B Corp, added more than 100,000 contacts to the email list, more than doubled digital subscriptions and cut acquisition costs by over 40%.
I'm Canadian and work from Central Florida and Halifax, Nova Scotia, with organizations across the US and Canada.
Let's talk
Tell me a little about your organization and what you're working on. I'll reply within two business days to set up a call.
Prefer email? hello@threadandtheory.net