An Interview with Harmony Vallejo, Founder of Universal Events Inc.
A consummate marketing professional, media expert, and entrepreneur, Harmony Vallejo has always been driven by a desire to create positive change in the world. In order to accomplish this, she founded Universal Events Inc., a company that aids Nonprofits, charities, and ethical organizations by offering expertise in branding and back-end administrative support. The company specializes in social media strategies, communications, copywriting, accounting, and administration.
Harmony’s mission to improve the performance of Nonprofits extends beyond her company’s services. In her spare time, she writes articles and guides that provide practical, step-by-step advice on how to harness the power of social media, how to best manage paperwork, and how to attain organizational success generally.
Q: What are some of the best ways Nonprofits or ethical businesses can foster widespread awareness of themselves and/or their causes?
HARMONY VALLEJO: Experience has taught me that the best way to create widespread awareness is by capturing the public’s interest through good storytelling. Social media platforms, blogs, and email newsletters are all useful tools to convey a story, but they won’t be much help if you don’t have a compelling narrative. You have to think of the story as the product being sold and the media—be it social or traditional—as the delivery system for that product.
Q: What is the best way for nonprofit organizations to effectively invite donations from the public?
HARMONY VALLEJO: Tell a story that evokes empathy and compassion and distribute it effectively through the media. At the end of your social media, print, or television spot, you then make an appeal and give the proper information about how to donate.
Q: In your expert opinion, what is the number one mistake made by nonprofits when it comes to marketing or branding?
HARMONY VALLEJO: Put simply, not taking advantage of the massive reach of social media. Sadly, the Nonprofit sector hasn’t been quite as quick to adopt social media as a messaging vehicle as it could have been. They’ve lagged behind corporations, and even government agencies in that respect. Ultimately, a well-coordinated social media campaign offers the most bang for your marketing dollar, and charities and nonprofits often have more stringent budgets to work with when compared to for-profit companies. That’s why crafting a comprehensive online presence is usually the very first thing I recommend when onboarding a new client.
Q: What is one of the most valuable lessons you’ve learned through creating and running Universal Events Inc.?
HARMONY VALLEJO: The importance of resilience; staying adaptable and persistent in the face of challenges is crucial for the long-term success of any business. We’ve encountered our share of unpleasant surprises, but as long as everyone maintains their composure and perspective, our goals are usually met.
Q: Finally, if you could go back in time and speak with a younger version of yourself, what would you tell her?
HARMONY VALLEJO: I would tell my younger self to embrace the process! Fall in love with the process of becoming great! Search for the lessons you can learn from the moments that process presents to you along the way. Don’t let them define you, but instead use them to develop yourself. This experience will make you stronger, and your self-confidence will grow.
