Lorraine Schuchart On Transforming Purpose-Driven Storytelling Into A Catalyst For Meaningful Change

Lorraine Schuchart is the award-winning founder and CEO of Prosper for Purpose, a certified B Corporation that builds Category of One brands for individuals and organisations creating change and positive impact.

Prosper for Purpose mixes brand storytelling, digital marketing, and public relations to meet the goals of clients.

To date, Prosper for Purpose has led award-winning cause campaigns for clients including 1% for the Planet, the Cuyahoga County Board of Health, the Ohio Department of Commerce and the Ohio Department of Higher Education. They’ve also worked with the Holden Arboretum, the West Side Catholic Center and Front Steps Services on capital campaigns.

With a bold blend of strategy, storytelling, and soul, Lorraine transforms visionaries into influential thought leaders.

Lorraine discusses how blending business and non-profit best practices can strengthen purpose-led brands, and why clarity of vision and authentic, trust-driven communication is essential for mission-led organisations to stand out.

Highlights from the interview (listen to the podcast for full details)

[Indio Myles] - To start off, can you please share a bit about your background and what led you to working with mission-driven businesses?

[Lorraine Schuchart] - When I was in college, I was told that if you wanted to make a difference, you went into non-profit work, and if you wanted to make money, you went into business. I really wanted to make a positive impact in the world, so I started working in non-profits.

I eventually reached a point where I needed a change and wanted to do something different. I wanted to earn more money, so I would switched to for-profit work.

For 20 years I went back and forth between the two spaces, and it was when I was searching for my next opportunity and I couldn’t find a place I wanted to work that I stopped and thought, “there has to be a way to blend the mission, purpose, and strategic vision of non-profits with the business sense of for-profits.”

That was when I decided to start my own organisation. Drawing on my experience in PR, copywriting, and general communications, I launched my own agency, and that’s how Prosper for Purpose was formed.

As the founder and CEO of Prosper for Purpose, please share how you and your organisation are helping build mission-driven brands by communicating their stories effectively?

Most of our clients want to make a significant impact, whether in the world or their own neighbourhoods. It doesn’t have to be impact on a global scale, in fact many of the brands we work with are only US-based. But they all have this drive to make a difference. The challenge is, they often don’t know how to get there. What we do is a very specific piece of that journey.

We help social enterprises build bridges from where they are now to where they want to be using communications. That means building brand reputation, which brings in my background in copywriting and PR, as well as the expertise of other members of our team. Together, we make sure their purpose and impact come through clearly and powerfully.

How did your transition from non-profit executive to brand strategist influence the vision and values behind Prosper for Purpose?

I think what’s happened is that I’ve picked up what I believe to be best practices from each space.

Businesses could learn a lot from non-profits about how to lead with purpose. If you look at most businesses, they want to sell you something, whether it’s a product or a service, but they don’t talk about their “why”. They don’t share their big, bold vision for creating positive impact.

Non-profits, on the other hand, do this effortlessly and consistently; they just need more structure around their messaging, and clarity on where and how they communicate. Really, non-profits could learn a lot from businesses about how to make faster decisions, fail fast, learn quickly, and apply stronger business practices more broadly.

The intersection of those two spaces is what guides my organisation and my philosophy. It hasn’t necessarily reshaped my values, but it has made my own purpose clearer, and helped me understand how I can be of the most use.

How would you recommend social entrepreneurs build magnetic brands that lead with trust rather than tactics?

Social entrepreneurs already have the tools they need, so they’re at an advantage. Virtually every business owner starts a business to solve a problem, and that problem is usually based on a core belief.

For example, the founder of a reusable bag company was sickened by seeing plastic grocery bags discarded and blowing around. She cared deeply about the environmental impact, but the specific problem that drove her to start her company was single-use plastic bags.

For social entrepreneurs, it’s about identifying what drives you. What is the issue you care most about? How can you narrow that down and solve a specific problem that connects directly to your core belief? It sounds simple, and simple things are often profound, but people really need to sit with this and do the work. That’s the path forward, and that’s where we start.

Where do you see opportunities for growth or innovation in purpose-led branding and communications space?

There are so many opportunities right now. I believe we’re in a “trust recession,” which makes this a unique time for both businesses and marketing. The key is getting clear on your messaging and building genuine trust.

We hear terms like greenwashing or social washing, and I think purpose-driven brands have a unique opportunity to shape the future by doing the opposite. Impact organisations need to lean into transparency, sharing testimonials and case studies, and be real with the people they want to engage with. There has never been a better time to commit to this approach, especially when the process of engaging with audiences is taking longer than ever before.

Stephen Covey wrote a book years ago called The Speed of Trust, and I think some of its core principles apply here. It’s not just about talking the talk, it’s about walking the walk. How do you prove you’re not simply jumping on a bandwagon? In fact, in many places (including my own country) being purpose-driven or socially conscious still isn’t considered “popular.” How do we demonstrate authenticity?

Building a brand isn’t about appealing to the masses. It’s about appealing to the right people, the ones who are drawn to your message and want to verify you’re genuine. At the same time, you need to repel those who immediately think, “that’s not for me.” You don’t want to waste time cultivating relationships with the wrong audience.

What inspiring projects or initiatives have you come across recently creating a positive change?

1% for the Planet is one of my favourites. They’re really focused on environmental justice around the world. They’re a former client of ours, and they’re doing great work. If you’re a non-profit devoted to the environment, you can apply to be part of their organisation. If you’re a business that cares about the environment, you can join as an investor.

Another client we’re working with right now is Ripple Brands. They’re acquiring and strengthening product companies with social impact. Think along the lines of the TOMS Shoes “buy one, give one” model.

For example, they have Headbands of Hope and they’ve also acquired a water bottle company called We Are the Ripple, where proceeds go towards building clean water wells in Africa.

I’d like to leave your listeners with this: whether you’re a purpose-driven company or simply a purpose-driven individual, you can achieve purpose every day through how you spend your money and who you support. Being conscious of your purchasing decisions is one of the most effective ways to live with purpose on a daily basis.

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To finish off, what books or resources would you recommend to our audience?

I just read 10x is Easier than 2x, which I know I’m a little late to, but I really enjoyed it. I also re-read The Alchemist every three years or so, and it’s amazing how I take away something different from it every single time.