Building a Nonprofit Brand

The Challenge

Founded in 2014 in Charlottesville, Virginia, (home of the University of Virginia), Charlottesville Women in Tech (CWIT) is a nonprofit organization for emerging and established professionals that provides human connections and resources for women and girls interested in or associated with technology.

Their goal was to establish a brand and an outreach program to support this mission, raise community awareness, and provide a hub for donors and sponsors.

Results

Since its start, CWIT has grown to include monthly meet-ups, technical presentations, workshops, volunteer and networking opportunities. They’ve branched out to collateral organizations like Tech Girls and Computers for Kids, while also spearheading an area-wide student Tech Tour, and more.

In 2019, the Charlottesville Business Innovation Council awarded CWIT the Social Good Award at its annual awards gala.

Marketing & Communications Solution

The Right Timing

Around the time of CWIT’s founding, Charlottesville was a burgeoning tech hub with the growth of tech groups like WillowTree, Silverchair, Elder Research and CFA Institute. As these companies sought to attract top talent to the community for jobs, they needed strategies to bring women to, and keep women in these roles.

Supporting tech careers for women and tech interests for girls provides equal access to rewarding and lucrative careers. Research shows that it also makes companies more profitable.

The Right People

Targeting nearby higher education institutions for members and tech businesses for sponsors gave CWIT a strong base from which to launch its awareness program.

The Right Strategy

As a founding member, Marketing & Communications Director, and board member, Trae recognized that nonprofits require high collaboration with leaders and members from diverse backgrounds.

Since its founding, the CWIT Marketing and Communications team has evolved into a blend of volunteer board members and paid contractors to provide high impact branding and social engagement campaigns.

• Nonprofit communications plan

• Social awareness

• Email lists

• Flyers and posters on campuses

• Partnerships with TomTom Annual Tech Festival, Charlottesville Business & Innovation Council, Piedmont Virginia Community College, University of Virginia

• Event series