Marketing That Remembers: A Founder’s Story & How Nonprofits Can Build Campaigns That Last

By Linda Purvis, Blue Canyon Creative

June is recognized as Alzheimer’s and Brain Awareness Month—a time to bring visibility to memory loss, dementia, and the families and organizations working tirelessly to support those affected.

This isn’t just another blog post about awareness campaigns.

This is about memory. And the painful, slow, heartbreaking erosion of it.

My grandfather passed away from Alzheimer’s. Now, my father-in-law—a man who means the absolute world to me—is living with stage 3 dementia. I’ve watched the strong, witty, compassionate people I love slowly fade into confusion, repetition, and silence. If you’ve lived through that loss too, you already know: dementia doesn’t just take memories. It takes moments, personality, identity… and in some ways, the feeling of being known by someone you love.

So why am I writing about this on a marketing blog?

Because memory is at the heart of good nonprofit marketing. And in honor of the people I’ve loved and lost, I want to help more mission-driven organizations make their stories stick—in hearts, not just headlines.

Why Storytelling Is the Memory of Your Mission

Nonprofit work is rooted in impact—but impact doesn’t always speak for itself.

To earn lasting donor support, volunteer engagement, or community action, your organization needs to be remembered. That’s not about flashy logos or perfectly curated Instagram grids. It’s about creating emotional anchors that connect your mission to real lives—and real hearts.

Just like memories, your marketing efforts should:
– Be emotionally grounded
– Be rooted in personal stories, not just data
– Build continuity over time—not disappear after one post

What Nonprofits Can Learn from Alzheimer’s Awareness Campaigns

Alzheimer’s-related organizations often run some of the most effective, emotionally resonant campaigns out there. And no, it’s not just because the cause is heartbreaking. It’s because they’ve mastered the art of story-first outreach.

1. Tell Stories That Show, Not Just Stats

The Alzheimer’s Association’s The Longest Day campaign doesn’t just throw out numbers about dementia. It invites people to share the names, hobbies, and stories of the loved ones they’ve lost—through fundraisers tied to what those people loved doing (gardening, biking, playing cards).

What You Can Do:
– Invite your audience to share names, moments, or rituals tied to your cause.
– Create campaigns rooted in real lives, not abstract issues.
– Let storytelling lead your awareness strategy.

2. Use Symbolism That’s Easy to Remember

Purple ribbons. Forget-me-nots. Personalized tribute pages. These symbols become mental shortcuts for emotion—and they stick with people long after a campaign ends.

What You Can Do:
– Choose a visual or symbol that aligns with your mission (a color, phrase, or visual metaphor).
– Use it consistently across digital and physical materials.
– Turn it into a shareable, community-driven design (e.g., Facebook frame, printable badge, email signature banner).

3. Honor the Names Behind the Numbers

Every cause has its metrics. But what makes a supporter care enough to donate, advocate, or show up? A name. A face. A moment.

What You Can Do:
– Dedicate a section of your website or next campaign to real lives impacted.
– Invite supporters to contribute short tributes, photos, or notes.
– Center your fundraising asks around those stories—not just the goal thermometer.

Marketing with Memory: Campaign Ideas for Alzheimer’s and Brain Awareness Month

Whether or not your organization directly serves families affected by dementia, you can still participate meaningfully in Alzheimer’s and Brain Awareness Month in June. Here’s how:

If You Work in Health, Disability, or Caregiver Support

– Share client stories from those caring for loved ones with memory loss
– Offer tips or guides for caregiver burnout, respite resources, or local support groups
– Run a tribute fundraiser: “In Memory Of…” digital badges or printed wall of names

If You’re a Mission-Based Organization Outside of That Niche

– Host a “Story Drive”: Invite your community to submit one short story of a person who shaped their values (teacher, grandparent, mentor)
– Use the theme of remembrance to highlight legacy giving or long-term impact
– Collaborate with a local memory care nonprofit on a co-branded campaign or feature

From My Family to Yours

I built Blue Canyon Creative to help nonprofits share stories that matter. Stories that last. Stories that build trust—and transform communities.

If you’ve ever felt unsure how to market your mission in a way that feels true, especially during a sensitive awareness campaign, I’m here to help. This is personal. And it’s the kind of work that gives my own family’s pain a little more purpose.

I’d be honored to help you build your next awareness campaign, tribute page, or storytelling strategy—whether it’s for Alzheimer’s and Brain Awareness Month or any other cause that hits close to home.

Want to talk it through?

I offer free 30-minute strategy calls. No hard pitch. Just a conversation about what matters most to your mission—and how to make sure it’s remembered.