Brand Purpose — Growth for Good (Coming in 2021)


A collaboration between the ANA Center for Brand Purpose, the ANA Nonprofit Federation, and the ANA’s Brand Activation practice, the Brand Purpose — Growth for Good Committee focuses on bringing together member brands and nonprofits to discuss the critical role purpose plays in driving organizational growth and positive social change. Learn how to activate purpose internally and externally, the secrets to aligning a brand with the right nonprofit partners, how to enrich society by tapping into cultural trends, and ways to drive a purpose strategy forward and measure success. (This committee, to launch in 2021, is open to all ANA client-side marketer and nonprofit members, as well as Gold and Platinum marketing solutions provider members.)

Committee Chairs:
Anthony Farina, Chief Communications Officer and Vice President of Corporate Affairs, CSL Behring
Judy Hoffstein, Chief Marketing Officer, Crohn’s & Colitis Foundation

ANA staff managing the Brand Purpose — Growth for Good Committee are Ken Beaulieu and Mike Kaufman.


Discussion Topics

  • Defining a brand’s purpose and ensuring it’s authentic
  • Determining a brand’s role in culture
  • Driving internal buy-in for brand purpose
  • Activating a brand purpose strategy to key stakeholders
  • Tapping into an organization’s purpose ambassadors
  • Working with charities and other partners to promote purpose
  • The role of cause marketing in an effective integrated marketing plan
  • Building a fruitful relationship with nonprofit partners
  • Demonstrating the organizational and societal impacts of purpose
  • Measuring the impact of a purpose-driven strategy on business growth
name title company
Laurie Atkinson Director, Brand Marketing Stater Bros.
Sarah Bagley Director, Marketing Insights Kaiser Permanente
Tony Barnett National Director of Cause Marketing Boys & Girls Club of America
Kristin Clauson Director, Partnership Development Share Our Strength - No Kid Hungry
Teresa Gaffney Director of Marketing Children International
Jessica Hair Consultant Humana Inc.
Connie Hannigan-Franck Senior Manager, Digital Marketing National Wildlife Federation
Amy Hurtado Director of Public Relations and Digital Marketing Services Joni and Friends
Ashley Kyser Cause Marketing Partnership Implementation Specialist Habitat for Humanity International, Inc.
Alli Lathrope Marketing Consultant Kaiser Permanente
Christy Manso Network Community Program Manager Memorial Sloan Kettering Cancer Center
Lynn Pina Chief Marketing Officer GeoBlue
Alissa Randall Chief Marketing Officer Step Up For Students
Stephanie Rath Brand Champion and Speaker YMCA of the USA
Angelique Rothermel Executive Director, Internal Agency, Brand and Communications World Vision U.S.
Hani Seleim Senior Marketing Manager GE Healthcare
Russ Shumaker Segment Manager World Vision U.S.
Terri Walter Chief Growth Officer TRUSTX
  • Name

    Laurie Atkinson

    Title

    Director, Brand Marketing

    COMPANY

    Stater Bros.
  • Name

    Sarah Bagley

    Title

    Director, Marketing Insights

    COMPANY

    Kaiser Permanente
  • Name

    Tony Barnett

    Title

    National Director of Cause Marketing

    COMPANY

    Boys & Girls Club of America
  • Name

    Kristin Clauson

    Title

    Director, Partnership Development

    COMPANY

    Share Our Strength - No Kid Hungry
  • Name

    Teresa Gaffney

    Title

    Director of Marketing

    COMPANY

    Children International
  • Name

    Jessica Hair

    Title

    Consultant

    COMPANY

    Humana Inc.
  • Name

    Connie Hannigan-Franck

    Title

    Senior Manager, Digital Marketing

    COMPANY

    National Wildlife Federation
  • Name

    Amy Hurtado

    Title

    Director of Public Relations and Digital Marketing Services

    COMPANY

    Joni and Friends
  • Name

    Ashley Kyser

    Title

    Cause Marketing Partnership Implementation Specialist

    COMPANY

    Habitat for Humanity International, Inc.
  • Name

    Alli Lathrope

    Title

    Marketing Consultant

    COMPANY

    Kaiser Permanente
  • Name

    Christy Manso

    Title

    Network Community Program Manager

    COMPANY

    Memorial Sloan Kettering Cancer Center
  • Name

    Lynn Pina

    Title

    Chief Marketing Officer

    COMPANY

    GeoBlue
  • Name

    Alissa Randall

    Title

    Chief Marketing Officer

    COMPANY

    Step Up For Students
  • Name

    Stephanie Rath

    Title

    Brand Champion and Speaker

    COMPANY

    YMCA of the USA
  • Name

    Angelique Rothermel

    Title

    Executive Director, Internal Agency, Brand and Communications

    COMPANY

    World Vision U.S.
  • Name

    Hani Seleim

    Title

    Senior Marketing Manager

    COMPANY

    GE Healthcare
  • Name

    Russ Shumaker

    Title

    Segment Manager

    COMPANY

    World Vision U.S.
  • Name

    Terri Walter

    Title

    Chief Growth Officer

    COMPANY

    TRUSTX