Morgan Roth
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Redefining Marketing for Good with Morgan Roth Ep 216 - The Global Discussion
The Host of The Global Discussion, Simon Hodgkins, is joined by Morgan Roth, Chief Marketing Officer at the Muscular Dystrophy Association (MDA). Morgan, who has been at the helm of MDA's marketing efforts, shared insights about the organization's journey, the evolving nature of nonprofit narratives, and her unique leadership perspective that drives MDA forward in its mission to transform lives.
A Lifelong Calling in Marketing and Advocacy
From the beginning of the conversation, it is evident that Morgan's role at MDA is much more than just a job—it's the culmination of a lifelong passion. As someone living with a neuromuscular disease herself, Morgan described her work as feeling like "coming home." This deep personal connection gives her a unique perspective on the challenges faced by individuals living with neuromuscular conditions and fuels her dedication to changing lives for the better.
Morgan's background in marketing spans both nonprofit and international arenas, allowing her to understand the nuances of communication across different cultures. She spoke passionately about her work at MDA, calling it a privilege to lead such an iconic brand in a new, exciting age. She emphasized the importance of connectivity—a value that has shaped her career and MDA's approach to engaging supporters, patients, and stakeholders.
A Commitment to Dignified Nonprofit Narratives
Morgan's commitment to reshaping nonprofit narratives was a significant theme throughout the episode. She talked about "dignified nonprofit narratives"—a shift away from outdated, exploitative methods of using guilt to raise money to something more meaningful and empowering. Morgan is a firm believer in inviting donors to be partners in a solution rather than simply making them feel pity for those in need.
"At the highest level, it's about recognizing the agency and dignity of the people we serve," Morgan shared. This approach is transformative, shifting the focus from portraying patients as people needing to be fixed to seeing them as individuals with potential, passion, and rich lives. It's an ethos that puts people first and draws attention to the power of community-driven progress. As Morgan aptly put it, the goal is not to "throw money at a problem" but to invest in a vision that sees everyone living longer, fuller lives—"Love longer, live stronger."
AI and the Future of Neuromuscular Research
Morgan touched on how AI is becoming a powerful tool for MDA's mission. AI, she explained, has the potential to personalize diagnoses and future treatment options for neuromuscular diseases, which are often complex and vary significantly from person to person.
"AI gives us the potential to really personalize diagnoses and, down the road, treatment options and hopefully cures," Morgan said, underscoring how technology could bring a new day to medicine. From optimizing research to enhancing marketing initiatives, MDA is at the cutting edge of innovation, ensuring patients can access the best information and care possible without leaving their homes.
Celebrating 75 Years of Legacy, Impact, and Momentum
Looking ahead, Morgan shared exciting news about MDA's upcoming milestone—its 75th anniversary. This significant event is not just about marking the passage of time but also about celebrating the incredible impact and progress the organization has made. Since its inception, MDA has transformed lives, improving both longevity and quality of life for those affected by neuromuscular diseases.
Morgan reflected on the organization's beginnings, highlighting how the original MDA Telethon was one of the earliest forms of crowdfunding—mobilizing communities around a common cause. Today, MDA continues to innovate in its outreach, empowering individuals like a former "telethon child" who has grown into a prominent leader within MDA, leading its media efforts and advocating for disability inclusion.
"We're celebrating the legacy of families who are with us today," Morgan said, emphasizing how deeply rooted the organization's impact is. It's about connection, inclusion, and gratitude for everyone who has walked this path together. As MDA heads into its next 75 years, that sense of purpose and connection remains at the heart of everything it does.
Leadership, Inclusivity, and Women in the Workplace
Morgan also shared her experiences as a leader, particularly as a founding member of Chief, a network aimed at supporting women in executive roles. She spoke candidly about the challenges women face in leadership positions, particularly in breaking away from the expectation to always be agreeable. True leadership, she noted, is about setting boundaries, challenging norms, and being willing to step outside the comfort zone.
"As we mature through our careers, we have to get comfortable with being uncomfortable," Morgan stated. She emphasized that women in leadership are increasingly standing up, challenging traditional power structures, and asserting their needs without fear of being labeled difficult. It's a powerful message for aspiring leaders: to bring authenticity to the table and speak up for what matters.
The Roadmap Ahead: Staying Agile in a Changing World
With all these elements coming together, Morgan also talked about the challenges of planning in an ever-changing landscape. MDA's approach is agile—planning in six—to twelve-month time frames, constantly adapting to the shifting tides of the political and economic climate. Whether responding to external changes or continuing to connect with their community, MDA's focus remains clear: to be a source of strength and stability for those they serve.
"Change breeds anxiety, and the way we counteract that is by communicating all the time," Morgan noted, stressing the importance of transparency and reassurance for the community. It's about ensuring that the core mission and commitment to the community does not waver even as strategies and plans adapt.
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