Diana Marszalek 20 Sep 2023 // 4:02PM GMT
NEW YORK — Nonprofit Business for Good — which invests in local businesses to bolster communities — has hired The Sway Effect to help expand its program nationally.
Sway is charged with boosting awareness of Business for Good and its overarching goal of combating racial inequality by providing local entrepreneurs with financial support as well as help with the likes of marketing, business strategy, accounting and human resources.
The agency, which helped craft Business for Good’s expansion strategy, will handle media relations and executive visibility and support events such as the organization’s upcoming gala.
“We are growing by leaps and bounds and need to get it right,” said chief brand officer Connie Frances Avila.
Launched in 2021 by philanthropists Ed and Lisa Mitzen, Business for Good has spent the last two or so years focused on a pilot program in Albany, New York.
Efforts so far include helping restaurant Allie B's Cozy Kitchen with new air conditioning and an updated website and Wallace Turner Law, Albany’s first female black-owned law firm, with capital, marketing and office space.
The Albany program will serve as a model for similar programs the organization plans to create in other US cities, Avila said.