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From “local nonprofit” to “#1 SBA microlender in America”

Updated: Apr 25

How I helped a 16-year-old CDFI elevate their brand, grow their thought leader status, and increase volume by 314%.


THE ORGANIZATION

ECONOMIC & COMMUNITY DEVELOPMENT INSTITUTE (ECDI)



ECDI team in branded look
ECDI team in branded look

ECDI is a nonprofit community development financial institution (CDFI), small business resource center, and SBA microlender that empowers Ohio’s under-served entrepreneurs with the funding and guidance they need to thrive.


Even through 16 years of gradual growth through commendable sales and development efforts, the organization had never implemented a marketing strategy. Without promotion, their highly valuable business assistance programs were often viewed as a “best kept secret” by clients, partners, and even staff.


THE SITUATION

REVEALING A “BEST KEPT SECRET”

When COVID-19 triggered widespread shutdowns in March 2020, countless small businesses faced financial crisis. Government entities, banks, and foundations allocated funding for small business support and lending, and turned to resource centers like ECDI to distribute. As demand for these resources skyrocketed, ECDI needed to increase visibility and scale operations to meet the moment.


THE CHALLENGE

STRATEGIES AND SYSTEMS WERE NEEDED

Business owners desperately needed help. ECDI had help to give – but had no marketing systems, contact lists, or outreach procedures. Worse, the world was suddenly all-virtual and ECDI’s website was outdated, making it difficult for business owners to find information or get in touch. Civic leaders were unaware of ECDI’s extensive community impact, potentially limiting access to relief funding allocation. ECDI had to build awareness from the ground up. And fast.


THE SOLUTION

SYSTEMATICALLY PUT ALL THE RIGHT MESSAGES IN ALL THE RIGHT PLACES

I started quickly with the dire essentials – such as building a marketing team and procedures – and built up to a robust, strategic outreach program. The order of business:


  • Rebranding: ECDI’s brand did not represent what the org stood for or wanted to convey. A streamlined process developed a new, industry- acclaimed brand that appealed more to their target market and aligned ECDI’s identity with its aspirations (with minimum expense and time).

  • Digital presence: An easy-to-navigate website with cohesive social media and content strategies built an engaged online community.

  • PR: In the best of times, letting the world know about your mission-driven work helps you stay funded. In pandemic times, media was scrambling to share stories of hope and we tapped into the moment to gain coverage for ECDI and the org’s small business clients, who became living testimonials as they benefited from news coverage.

  • Email: A consistent email program built an opt-in list that is so responsive, a single email can overwhelm the team with demand.

  • Content marketing: SEO-optimized, social-friendly content ensured ECDI’s resources were easily discoverable online.

  • Lead generation and sales funnel: By mapping the customer journey, we more effectively converted info-seekers into loan recipients.


A new brand look for ECDI upgraded the organization's image and created much-needed consistency.
A new brand look for ECDI upgraded the organization's image and created much-needed consistency.

THE OUTCOME

FROM “BEST KEPT SECRET” TO NATIONAL LEADER


Within three years, ECDI was America’s no. 1 microlender. Standout KPIs:


  • 314% increase in total lending over four years (from $56 million to $177 million), as compared to the previous 16 years

  • 400% growth in social media following

  • Nearly 25,000 business owners added to the mailing list

  • Over 430 media placements (approx. $15 million in publicity value)

  • Multiple industry awards for ECDI and team members

ECDI’s transformation from “best kept secret” to # 1 in the nation demonstrates the power of strategic marketing in amplifying mission-driven work to grow your community impact and your organization.



"The marketing team, department, systems, and strategy Amee built helped evolve ECDI’s image from small, local nonprofit to # 1 SBA microlender in the country. ECDI’s engagement and content programs are now regarded as best in our industry. Within days of launching the rebranded website, the lending team had more leads than they could process. Amee’s marketing leadership was transformational to ECDI."- Douglas Craven, VP of Strategic Partnerships

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