Teach For America

Helping a mission-driven non-profit operationalize an ambitious shift in strategy.

The Challenge

For over twenty-five years, Teach For America has been a powerful force in ending educational inequity in America. But after years of intense growth, they were struggling to reach and engage their core audiences and had lost a clear brand narrative. As a result, their ability to achieve their mission was in jeopardy. Recognizing the gravity of the situation, they set about diagnosing the root causes of this challenge through a broad program of strategic planning based on research and analysis. The outcome of this work was a decision to adopt a digital-focused, user-first approach to marketing and communications. But they needed help operationalizing this new strategy across their digital ecosystem, internal team structure, and processes.

Our Approach

Modern Craft works closely with the SVP of Marketing and Communications to plan and prioritize initiatives that will bring the organization closer to reaching its ambition of being digital focused and user-first. We’ve immersed ourselves in TFA’s mission, vision, values, and human resource policies so that we can move fluidly through a digital transformation program that touches every part of the organization. We embed ourselves with TFA – even traveling to their offices to conduct meetings and work in person – and engaging with team members at all levels of the organization in one-on-one and group working sessions.

Teach for America Logo

Key Activities

  • Organizational design
  • Coaching
  • Stakeholder interviews
  • Content strategy
  • Hiring
  • Workshops
  • Process design
  • Vendor selection, evaluation, and analysis
  • Product management
  • Training


Our work has helped build momentum around a tightly focused strategy that supports three core audience segments: prospects, corps members, and alumni. During this multi-year engagement, projects have included website content strategy, a revised organizational structure for the digital team, a creative and technology agency selection process, a series of regional marketing pilots, executive coaching, campaign briefing, an evolved marketing strategy, and team workshops. The resulting changes have been dramatic and have reached to the highest levels of the organization, setting Teach For America up for a seismic shift that will allow them to better achieve their mission.

Podcast: Crafting A Digital Strategy for TFA

This interview provides an inside look at the ins and outs of making change happen in a large, complex, mission-driven organization.

"Modern Craft are the ultimate partner: they have developed an impressive fluency in how our organization functions and have shown real commitment to helping us achieve our mission. They are flexible, intuitive, and generous, and have made a real impact on moving us closer to being a digital first marketing organization."
Whitney Petersmeyer
SVP, Marketing and Communications

Are you a non-profit organization struggling with making your marketing activities and team customer-centric? Do you need a kick start to digital maturity?

We’d love to share our experience with you and see if we can help.

Further Reading