678. Shift 8 — Creators as Core Capacity: Build Trust Beyond Your Brand - Kathryn Baccash, TWLOHA
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This episode is part of 12 Shifts in 2026 for Social Impact.
Overview
Today's episode continues our 12-part series: 12 Shifts in 2026 for Social Impact. Over twelve episodes, we’re unpacking mindset + strategy shifts shaping the future of fundraising, leadership, and doing good in 2026. Explore the series at weareforgood.com/12shifts.
Shift 8 / Creators Are Your Amplifiers
In today’s episode, Jon and Becky sit down with Kathryn Baccash, Senior Director of Communications & Marketing at To Write Love on Her Arms (TWLOHA), for a powerful conversation about why creators aren’t just marketing channels — they’re relationship-driven partners who can extend trust, credibility, and impact far beyond what organizations can do alone.
Together, they unpack how TWLOHA has spent nearly two decades cultivating creators as collaborators rather than megaphones — prioritizing friendship over transactions, community over control, and long-term trust over short-term reach. Kat shares how creators function as core capacity inside TWLOHA’s storytelling ecosystem, how relationship-first partnerships have amplified their suicide prevention work, and why letting go of rigid expectations is often the unlock nonprofits are missing.
If you’re ready to rethink influence, move from staff-led to community-led storytelling, and build creator partnerships that actually scale trust in 2026, this episode is for you.
Takeaways:
Why creators should be treated as a core capacity, not a campaign add-on
How to build relationship-first creator partnerships rooted in trust and shared values
What it really means to give up control without losing your message
How creators help nonprofits scale impact through borrowed trust
Why community depth and engagement matter more than audience size
Dive Deeper:
“You have to let go of control and actually try things to make it happen.”
Episode Transcript
Download Full Episode Transcript Here
Episode Highlights:
Creators as a Core Capacity, Not a Nice-to-Have (2:15)
Relationship-First Creator Partnerships (4:40)
Borrowed Trust: Scaling Impact Through Creators (6:50)
Giving Up Control to Build Real Influence (12:40)
Why Community Depth Matters More Than Audience Size (21:30)
One Good Thing: Create Something Yourself to Build Empathy (29:30)
Powerful Quotes
“Creators are as important as your donors and your fundraisers.” — Kathryn Baccash
“They’re a missed opportunity if you’re not nurturing them the same way you nurture donors.” — Kathryn Baccash
“It’s relationship first. You see what comes out of that connection.” — Kathryn Baccash
“Our work and our cause is so human first — everybody has a story.” — Kathryn Baccash
“Creators aren’t megaphones. They’re collaborators.” — Kathryn Baccash
“So many organizations approach creators transactionally — and that’s where it breaks down.” — Kathryn Baccash
“You have to respect creators enough to give up some control.” — Kathryn Baccash
“If you don’t admire what a creator does, it’s going to be really hard to work together.” — Kathryn Baccash
“The size of the audience doesn’t matter as much as the depth of the community.” — Kathryn Baccash
“You can have 100 people who actually do something — and that’s powerful.” — Kathryn Baccash
“Lives are on the line, and I don’t care about competition.” — Kathryn Baccash
“Creators allow your cause to go further than your own team ever could.” — Kathryn Baccash
“Not everything is going to go viral — and that’s okay.” — Kathryn Baccash
“Start small. Low expectations help relationships grow.” — Kathryn Baccash
“Trust is built in the long game, not the lightning strike.” — Kathryn Baccash
Kathryn’s One Good Thing Exercise (29:00)
Try creating a piece of content yourself, even if you never post it.
Pick a style of video you like (e.g., a cooking/tutorial video) and film your own version.
Go through the process of being on camera, editing a bit, maybe sharing it with a trusted, kind person.
The goal is to feel the vulnerability and effort creators experience, so you can better empathize with and partner with them.
Connect with Kathryn
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Connect with Becky
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