A strong brand can make the difference between achieving your nonprofit’s mission and tilting at windmills.
To some nonprofit leaders, the idea of branding is anathema. It sounds so commercial, so businesslike, so focused on advertising instead of outreach. But just as nonprofits must adhere to the business rules of positive cash flow and accurate accounting, they must also accept the business concept of branding. A strong brand means your nonprofit is known for the success of its efforts to address a social problem. Branding can bring both external and internal benefits that improve your organization’s ability to do the good it set out to accomplish.
A strong brand carries your organization’s message and the importance of its mission to all the audiences you may want to reach. It sets you apart from other nonprofits by conveying the value your organization adds to its community and its clients.
Fundraising
- Facilitates fundraising by making your organization recognized and trusted.
- Positions the organization to attract foundation or corporate support as well as individual donors.
- Diversifies the donor base so you have many, strong, individual supporters rather than relying on a few large donors or government grants.
Mission
- Eases delivery of services and attracts clients
- Appeals to partner organizations, both other nonprofits with whom you want to affiliate and for-profits partners for cause-marketing campaigns.
- Attracts donors, community leaders, and potential partners, all of whom are critical to a nonprofit’s sustainability.
- Clarifies the relationship between your organization and its programs so all aspects of your mission are visible and supported.
Public Relations
- Creates awareness and increased visibility around your issue, which can bring about new laws or services to benefit your clients.
- Clarifies mission to critical audiences, including government officials and the media.
- Develops positive public relations in your town or local area so that your organization is welcome, which is particularly valuable for organizations with not-in-my-backyard missions, such as clinics and homeless shelters.
- Helps the organization withstand negative publicity.
Overall Brand Benefits
A strong brand with a carefully chosen name and consistent visual image benefits everyone associated with the organization, including your staff and clients.
- Facilitates communications because staff and board are clear about what the organization stands for and can articulate the mission and services.
- Helps board be more effective as brand ambassadors because they may better articulate the organization’s mission and impact more clearly.
- Attracts higher quality staff at all levels.
- Contributes to higher morale and dedication among employees because the organization is perceived as professional and credible.
- Facilitates development of fundraising and marketing materials because colors, typefaces, and templates are fixed.
In this era when donors and funders are looking for an immediate impact from their donations, it’s important to understand that investing in your brand builds long-term viability for your organization. The value is cumulative over time as recognition builds up and the brand becomes better known. While there is no guarantee about results, think about the major nonprofits that have invested in their brands.
Ready to Refresh Your Brand?
What do you do you feel when you look at the logos above or when you see a yellow gel wristband or a picture of Smokey the Bear? The reaction you just had is the result of branding. Successful nonprofits have invested in it for years. Is it time for your nonprofit to do the same?
