ImpactIsrael

Reinventing a Brand to Appeal to Donors

Red Rooster Group transformed an unrecognizable organization into a powerful brand for fundraising.

Services

  • Brand Analysis
  • Competitive Analysis
  • Stakeholder Interviews
  • Brand Positioning & Messaging
  • Organizational Name
  • Visual Identity
  • Brand Style Guide

BEFORE

The Challenge

Friends of Yemin Orde had a problem: How do you raise money to scale an educational model in a foreign country when your name means nothing to the U.S. donors you are looking to attract?

Defining Their Essence

We conducted research to establish what made this organization unique. We then defined their essence to help them connect with donors.

Telling Their Story of Impact

Donors had differing reasons for supporting the organization, but all agreed that an important part of its appeal was that its services were “transformative” and that the Village residents became a family.

We seized the opportunity to communicate a larger vision of the organization’s impact. The organization’s model, which was used by schools and the military, could transform individuals, institutions, and Israeli society. This transformative effect gave us a path to appeal to donors who wanted their donations to have a major social impact.

Creating a Name That Inspires

We created a name and tagline that conveyed the organization’s bold vision to donors. After defining the essence of the organization, we generated hundreds of names that conveyed different aspects of the program and its personality. We refined the names based on client feedback, and working with the organization’s executive team and board, we whittled the list down to a few that most vibrantly conveyed their vision. We helped them navigate the difficulties of choosing a name that would reflect their values and resonate with donors.

The Naming Process

  1. We wrote a Creative Brief with direction and criteria for the name.
  2. We compiled and sorted 200 names of Jewish organizations for context.
  3. We generated about 580 names, exploring a range of options
  4. We presented 120 names in 8 categories.
  5. We received feedback on these names.
  6. We generated a second round of names.
  7. We received feedback on these names.
  8. We generated a third round of names with URLs
  9. We vetted all names for potential trademark and other conflicts.
  10. We presented to the Board.
  11. The name ImpactIsrael was unanimously approved by the Board.

The New Identity

The new name and tagline reinforce the idea that if donors want their money to create a wider impact throughout the country, this is the organization to support.

Name

The name ImpactIsrael says it all: We will impact Israeli society, not just a part of it. It’s short, powerful, memorable, easy to pronounce, and relates to their philosophical vision.

Tagline

The tagline — Elevating education and lifting lives the Village Way — opens the door to tell their story and leverages the brand equity of their Village Way model.

Logo

The unique and memorable logo combines an upward arrow with people to show the ripples of impact on children from scaling the model across the country.

Ensuring Brand Recognition

We created a Brand Style Guide to ensure that all staff use the brand elements correctly and consistently.

Launching the Brand

With our guidance, the new brand was unanimously adopted by the board. They launched the name at their gala, where it was well received. ImpactIsrael now has the confidence to move forward to attract donors to support Village communities throughout Israel.

Results

The year the brand was introduced, the organization increased the amount it received in contributions from $7.2 million to $8.2 million.

REVENUE INCREASE

$8.2 million

From $7.2 million

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