The For Good Agency

We partner with nonprofits, government agencies, and public service organizations to drive meaningful social good.

  • Logos for various organizations with which Plowshare has partnered, including the Wounded Warrior Project, Feeding America, World Wildlife Fund, Best Friends Animal Society, St. Jude Children's Research Hospital, Make-A-Wish Foundation, Centers for Disease control and Prevention, Outdoor Stewards of Conservation Foundation, the YMCA, Goodwill, the ALS Association, the Susan G. Komen Foundation, Rotary International, the United States Marines. Logos for various organizations with which Plowshare has partnered, including the Wounded Warrior Project, Feeding America, World Wildlife Fund, Best Friends Animal Society, St. Jude Children's Research Hospital, Make-A-Wish Foundation, Centers for Disease control and Prevention, Outdoor Stewards of Conservation Foundation.

Our work
speaks for itself.

For Good —
it’s our mission.

We join you in your efforts across nonprofit organizations, federal agencies, and educational institutions to drive lasting societal impact and benefits.

With 30 years of experience, we have developed creative campaigns with compelling messaging and have delivered over $11 billion in donated media to champion essential causes — from smoking cessation, disease prevention, and hunger relief to supporting military families, protecting animal welfare, and so much more — creating a difference for good.

Together, we build uplifting legacies. For good.

How we show up to
make a difference.

Strategic
Communications
& Advocacy

Integrated
Media Planning
& Buying

Creative
& Content
Strategy

Audience
Research
& Insights

Impact
Measurement
& Analysis

Consultation
& Partnership
Development

Strategic Communications and Advocacy



Communications planning

We identify objectives, target audiences, key messages, and the most effective channels to ensure goal alignment, clarity, consistency, and that the right message reaches the right audience at the right time.


Brand positioning

We define brand identity and brand story and frame how the organization’s mission is perceived in the minds of its target audience. Effective brand positioning creates a clear, consistent, and compelling narrative that resonates and aligns to the brand’s desired image.


Messaging architecture

We organize and prioritize key messages for clear and consistent communication that guides all communication efforts. We develop core messages, supporting points, and tailored variations for different audiences or channels.


Test & learn design

Iteration and rapid decision-making is the foundation of modern marketing. We establish a plan for metrics, goals and other variables to test and optimize to make the most efficient use of marketing dollars.

Integrated Media Planning & Buying



Full funnel strategies

We target the right audience at every stage of their interaction with the brand to drive awareness, consideration, conversion, and loyalty for the cause. Whether the goal is awareness, recruitment, registration, or education, we move and nurture relationships with key audiences so they are not just supporters but also advocates.


Goal setting & measurement planning

We find the balance between optimistic and realistic goals and metrics to gauge how successful our campaigns are where we can push goals in the future.


Marketplace & platform excellence

We’re experts in best practices in the current media landscape and also in emerging platforms and environments that will be defining the new frontier.


Multiplatform buying

We’re firm believers that a brand needs multiple forms of engagement to connect with an audience. We negotiate and buy media across all platforms including TV (Network, Programmatic, Streaming, Cable), social, radio, print, point of sale, and out of home.


Creative & Content Strategy



Campaign platform development

We create and launch bold, breakthrough creative ideas that turn the unaware into passionate advocates for your cause.


Content creation

We create award-winning marketing and editorial content for broadcast, print, digital, social, out of home, and radio platforms.


Creative asset library creation

We develop systems and repositories for creative executions and their elements that empower the brand, the team, and the partners with clear, consistent, effective communications.


Animation, 3D, video production

Our team of producers and animators have deep experience crafting sound and motion visuals that engage and excite audiences.


Talent negotiation

We have deep experience negotiating partnerships, endorsements, and appearances with internationally-known celebrities, key opinion leaders, and influencers that believe in the mission.


Audience Research & Insights



Audience research & development

We analyze people’s needs, behaviors, and preferences to define who we need to reach, where they are, and how often.


Quantitative testing

We conduct proprietary research, A/B testing, and analytics to gain insights on customer behavior, preferences, or performance metrics to identify trends, optimize efforts, and make informed decisions.


Qualitative testing

We conduct live and online qualitative research to deeply understand the communication power of messages so that they evolve as needed.


Perceived effectiveness scoring

We score ads and assets based on clarity, believability, and motivational power of messages to benchmark and score their effectiveness.


Accessibility testing

We evaluate communications and sites to ensure accessibility for people with disabilities including visual, auditory, physical, neurological, and cognitive.

Impact Measurement & Analysis



Real time platform management

We use a proprietary reporting platform to deliver real-time data for in-the-moment information and decision-making power.


Pacing & goal tracking

We use the insights we gain from our data capture to track performance against campaign goals.


Custom dashboards

Our proprietary dashboards are designed to take omni-channel data and present it in an easily understandable experience that is custom built for each client.


Channel and creative attributions

Our proprietary attribution modeling includes digital media, campaigns, email, social, paid, and organic search to see what is most effective at driving interest, engagement, registration, recruitment, and donations.


Holistic business analysis

We provide analysis and reporting on the full range of time spans: daily, weekly, monthly, quarterly and final annual reports.


Consultation & Partnership Development



Partner development is ingrained in our service model. We apply thought leadership and vast relationship management efforts to develop meaningful and relevant partnerships for our clients. We make connections across client needs that create new frontiers.

Join us in making a lasting impact, for good.

Icon representing New York
New York
Icon representing Washington DC
Washington, DC

Be part of a mission that matters.