Frontier Marketing Co.

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The Summer of Sam Podcast, Ep #52

Ben Johnson
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Episode 52

With Benjamin Johnson and Sam Kirk

On this episode, Ben sits down with Frontier’s own Marketing Director Sam Kirk to discuss his first year at the company. Get ready for a quick moving conversation filled with Gen X thoughts, the best parts about working at Frontier, areas of improvement, and plenty of mid-nineties nostalgia.

You will want to hear this episode if you are interested in...

  • Getting to know Sam Kirk and his non-profit journey [1:27]

  • Understanding the impact of a potential recession on giving and Gen X thoughts from Frontier’s elder Gen X-er [3:19]

  • The best parts of Frontier and developing balanced relationships with clients [9:10]

  • Frontier’s areas for growth and improvement [13:27]

  • Toonies, Windows 95, and the magic of 1996 [20:26]

  • Sam’s thoughts for the next generation [26:13]

Acknowledge lived experience

As inflation continues to rise, the worry around going through another economic recession does too. When people between the ages of 60 and 80 hear the word inflation, their mind immediately goes back to the early 1980’s recession when interest rates were in the double digits. Many lost their homes. It was a traumatic time all around. Younger fundraisers should keep in mind the lived experience of their ideal donor age group when developing marketing strategies during these turbulent times. Even if donors are in a positive financial position, making tone-deaf asks could turn away valuable dollars for the charities you serve and affect their ability to serve others.

Close but not TOO close

One way to set yourself apart as a marketing agency is to build good relationships with your clients. Frontier achieves this through client visits designed to create a shared interest in growing together. By going through the previous year’s results with clients in person, you can help identify future opportunities and build excitement around the strategies necessary to succeed. And while developing close client relationships is critical, it’s equally important to strike a balance between professionalism and friendship. There will be times when healthy conflict is necessary and blurred lines can make tough conversations even tougher. Ben’s strategy is to be both a partner and a guide. On one hand, your agency is partnering with the charity. There is a certain level of equality in that. On the other hand, you are the expert in your field. Charities will need to follow your guidance as you help them reach their fundraising goals. Successful client relationships happen when you find the perfect balance in both.

Own your opportunities

The mark of a great organization is one that can acknowledge where there is room for improvement. One area that Sam sees for growth at Frontier is consulting. With 14 years in the industry, Frontier and its team members can provide an invaluable perspective to charities suffering from near-sighted strategies. Being a part of a company that allows its employees to be that sounding board for clients is one of the reasons Sam enjoys working at Frontier so much. As Frontier grows, so does its need for staff members to manage the growing list of clients. With any influx of new team members, there are organizational kinks to work out. Ben jokes that teenagers always need a little extra TLC, and Frontier is technically a teenager too. But the best part about helping lead the Frontier team for Sam is how well everyone’s skills complement each other. Where one person lacks, the other fills in the gaps. This spirit of teamwork and humility indicates a very bright future ahead for Frontier Marketing Co.

Resources & People Mentioned

Connect with Sam Kirk

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