Mastering Revenue Generation and Corporate Cause Marketing: Insights from Lori Zoss Kraska, MBA, CFRE

Lori Zoss Kraska
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Meet Lori Zoss Kraska, MBA, CFRE, Founder of Growth Owl LLC. This consulting company provides services and training to help purpose-driven organizations fine-tune their revenue and fundraising goals, leaving them free to focus on their core mission.

In this interview, we dive deeper into Lori’s experience and expertise in revenue generation management, her approach to corporate cause marketing, and her favorite online tools and resources. She also shares her best advice for those starting their entrepreneurial journey, her most worthwhile investments, and her most satisfying moments in business. 

Let’s learn more about Lori’s journey and insights below.

Q. Can you share your experience in revenue generation management and how you’ve helped organizations exceed their revenue/fundraising goals?

For the past 22 years, I’ve worked with organizations to help them fine-tune their goals and activities when it comes to generating revenue or fundraising, I believe it’s essential that anyone who oversees an organization’s revenue or fundraising goals align their mental message and motion to be successful. Specifically, you have to have a positive mindset, craft an effective message that creates a connection quickly and embark in the activities necessary to set yourself apart from the competition.

Q. Can you tell us about your role in establishing relationships with corporate sponsors and how you approach corporate cause marketing?

Corporate cause marketing (CSR) integrates social, economic, and environmental causes into a corporation’s business strategy by responding to the needs of its internal and external stakeholders. Customers and consumers respond positively to companies that give back to local communities and build community engagement into their everyday operations. I work with purpose-driven organizations like non-profits, startups, and associations to help them connect with corporate cause marketing professionals by leveraging the strengths of their mission with the initiatives of a company’s CSR strategy.

Q. What are your top 3 favorite online apps, tools or resources, and what do you love about them? 

When researching a company or industry, I recommend setting up Google Alerts to receive the latest news and information; it’s a great resource that can be turned on/off at any time. LinkedIn is my favorite social media platform, and I use it daily to connect with colleagues, reach out to new thought leaders, and research high-level decision-makers. To find contact information like email addresses for high-level corporate decision-makers, I use Rocket Reach. They have a free tool as well as paid subscription options.

Q. In one sentence, what’s the best advice you’d give to someone just starting out on their entrepreneurial journey?   

Feel the fear and do it anyway.

Q. What is one of the best or most worthwhile investments you’ve ever made?

Any kind of education or career development is worthwhile. That would include pursuing my MBA, preparing and earning my CFRE (Certified Fundraising Executive) status, and the various professional development conferences I’ve attended to enhance my craft as well as learn about new fields that are of interest to me.

Q. What has been your most satisfying moment in business?

When I’ve been working with an organization or an individual client, I start to see the a-ha moments evolve that then translate into success, whether that’s in the form of generating revenue, sponsorship, funding or other types of development. For some, it’s increased confidence in asking for resources, enhanced presence to better connect with high-level decision-makers, and an overall improved mindset. The joy and pride I feel as these moments occur is the best satisfaction.

To keep up to date with Lori, connect with her on Facebook and LinkedIn.


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