Life & Work with Roxanne Joffe

Today we’d like to introduce you to Roxanne Joffe.

Hi Roxanne, thanks for joining us today. We’d love for you to start by introducing yourself.
Thank you for the opportunity. I’m the founder and CEO of MagnifyGood, a strategic communications firm in Sarasota. My firm specializes in serving the social sector — using communications to build connections that allow philanthropic and mission-focused clients to do more good in our world.

The inspiration behind my passion for this work is rooted in my experiences as a young girl in South Africa. One evening, I sat in the family car sheepishly peering out the window. What I saw emblazoned itself in my memory. And in my heart. I watched transfixed as my parents handed out food, clothing, and love to people in deep need. Victims of Apartheid. Through their generosity, I saw compassion and action shining a bright light in the darkest of times.

Dark times came again after I moved to the United States. My mother was diagnosed with breast cancer. The atmosphere that surrounded cancer care was bleak and rife with fear — an undignified narrative she and countless other patients were subjected to. I decided to help change that narrative by applying the talent and communications skills I used to run two successful radio stations to the problem.

I used the power of communications to create conversations that fostered connections — connections that galvanized a community around compassion and positive action, rather than horror. Lo and behold, awareness of breast cancer research climbed. And millions of dollars followed.

MagnifyGood harnesses that power to help social sector organizations magnify the good of the work they do. We connect people for good. The opportunity for a social-sector-focused consultancy came into focus when my partner and I looked at how much Americans historically give to charities.

What we discovered astounded us: Over $350 billion then (in 2021 it was $485 billion), yet thousands of foundations and nonprofits aren’t effectively tapping into all that generosity. Those missed connections hamper their ability to create lasting change.

We have faced adversity ourselves, and organizations like these have helped us through it. So one day, we sat down to see if there might be a way to bring our knowledge of best practices from the business world to bear on the problem. We looked at the extraordinary work being done by so many unselfish people to educate our young, feed our hungry, and heal our sick — and we wondered what we could do to magnify the good work of these good people.

We asked ourselves: What if they had a better understanding of what emotionally drives their constituents? What if they could use that information to make deeper, more meaningful connections with them? How can they use those connections to create powerful communities and movements? Movements that thrive in today’s always-on, multi-channel world? That’s why MagnifyGood exists.

To help these important organizations increase the impact of their missions. To do it through the power of connecting. And, of course, in the process, change the world. Along the way, I’ve connected and worked with other incredible and passionate people, and I am honored to be recognized by my peers as a leader in this space. 

I’m a member of the International Women’s Forum. This prestigious consortium advances women’s leadership around the world. I’m also a recipient of the Athena Award and was named Woman Entrepreneur of the Year by the Greater Sarasota Chamber of Commerce. Not bad for a fashion designer from South Africa who always wanted to be an architect!

We all face challenges, but looking back would you describe it as a relatively smooth road?
While I have been fortunate enough to enjoy great success through each of the three different communications businesses I have built during my career, life is never without its challenges. Like my mother, I was diagnosed with breast cancer and chose to have surgery and treatment. I had a life-threatening infection as a result of my treatment and went through daily antibiotic infusions.

These challenges fostered a mindset that drove me to use my communications skills and expertise to contribute something to the world and push for meaningful change. That mindset is at the heart of MagnifyGood’s work.

Can you tell our readers more about what you do and what you think sets you apart from others?
At MagnifyGood, we work exclusively within the social sector; nonprofits, foundations, and philanthropic organizations. We are a forward-thinking agency that is always seeking ways to translate for-profit trends and innovations to the philanthropic sector.

We create connections that change things for the good. We believe connections, not communications, drive strong and healthy communities. Connecting with people on an emotional level is more human, more engaging, more compelling, and more powerful than messaging. We believe connected communities create movements that change things for good. And that those movements are driven by the connections made inside and outside the community.

Our approach doesn’t view public relations, marketing, social media, and development as separate efforts. We developed the concept of Connective Impact, which aligns the efforts of communications and development teams within an organization to achieve more together than they can alone. We help our clients align these teams to present a clear, cohesive brand identity and presence that connects with their audiences.

When work is done with passion, from the heart, there is impact. Our dedication to amplifying the amazing work of nonprofits and foundations near and far has attracted very talented individuals who are equally passionate and driven to create positive change. I’m very proud of the work of our team at MagnifyGood.

What do you think about luck?
There is the luck of the draw when we come into the world, and then there is the luck that we can create with curiosity, openness, and gratitude. My luck has manifested with the connections that I have made throughout my life; connections that have turned into collaborative business opportunities, working with talented people, friendships, and having wise and caring mentors.

I appreciate how lucky I am to have amazing children, grandchildren, and parents, to always have a roof over my head and food on the table.

Contact Info:

• Website: https://www.magnifygood.com
• Instagram: https://www.instagram.com/roxannejoffe/
• Facebook: https://www.linkedin.com/in/roxanne-joffe-8603937/
• Twitter: https://twitter.com/MagnifyGood
• Other: https://www.magnifygood.com/ideas/