Communicating Your Message in Your Nonprofit Organization’s Annual Report

Help your audience of clients, donors, and others to understand your message and the impact your organization has by using infographics, maps, and other techniques. These examples are drawn from the annual reports and publications that Red Rooster Group has created for our clients.

1. Showcasing Impact

In this example, our client, UMFS, a social service agency in Virginia, wanted to communicate the impact they had across a range of areas. To reinforce the organization’s brand message, the infographics are introduced as examples of the organization’s five core values. The infographics use large numbers as a focal point, and icon-style graphics to illustrate the points. The graphics were used both in a printed brochure, as well as on their website, which we also created, and are designed to be seen on a mobile device.

2. Unifying Diverse Information

When you have a diverse set of information to present, as we did in this annual report for Student Advocacy, you need to bring focus and consistency. In this case, we used a silhouetted color photograph of students as the focal point illustrating the demographics of the population they served, and used a color palette of gray, yellow, and white to create unity among all the elements. The graphics are not that complex, but they create enough variety to maintain interest throughout the pages. The map does double duty, showing both the locations served, and the number of students at each location.

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3. Sharing Results

In this publication for the Junior League Washington, DC, a nonprofit organization that relies on volunteer members to perform public service, the results of a member survey are shared through a bar chart, pie chart and impact scale. Color is restrained to unify the elements.

A simple timeline shows dates in the organization’s history. Tight editing is required to fit the text in each section.

4. Creating Graphic Interest

In the annual report for this educational organization, 9 stats and 2 quotes are designed into a grid. Numbers are enlarged as focal points for each section, while photos are kept small.

5. Impact & Events

For the annual report for Pratham USA, a nonprofit organization that raises funds for the largest literacy organization in India, impact numbers were run together to form a block, with the numbers larger and red to stand out.

To showcase the organization’s events around the country, we used a map as the central focus, framing it with photos and captions, with lines to their respective cities.

You’re not alone out there where you try to generate interest from volunteers and donors or recruit dedicated staff. Pay attention to and evaluate the brands of competing organizations. You may find opportunities for growth as well as areas in which you need to up your marketing game in order to fulfill your mission.

Nonprofits often don’t think in terms of “competition.” After all, they are all trying to better the world. But nonprofits, like for-profits, must attract attention, make sure their value is appreciated, and entice people to take action. While they may not try to steal clients from each other, nonprofits do compete for volunteers, donors, members, and a place in the inbox– rather than the spam box — of your audiences.

You may think your organization is unique, but the general public may not be able to distinguish it from others. For example, many organizations raise money around diseases but distinguishing those that raise money for, say, cancer research or support for cancer patients, can be difficult. But for clients and donors, the difference matters.

Find Out What’s Out There

Start by assessing the brands and services of organizations similar to yours. You want to establish:

• how the services or programs you offer are unique — it may be that the mix is unique
• where to find supporters for your mission and vision that you may have overlooked
• what messages resonate with supporters
• what visuals they use in messages and logos

Distinguish between those that are successful in their outreach from those who are not. Understanding how successful organizations present themselves can help you understand what changes, if any, you need to make in your branding message and image in order to connect with your audiences.

The objective here is to sort out how your organization differs from its competitors so that the branding message conveyed by your organization emphasizes its strengths and distinguishes it from other organizations. You want your brand to be unique and clearly differentiate your organization from all other organizations, both nonprofit and for-profit, both in value and visually.

Review Your Sector Landscape

How you go about a competitive review depends on what you want to find out. Start with the big picture: Who’s who within the universe of similar nonprofits? Spend a few hours on the Internet searching for like-minded organizations. Then go deeper:

• Talk with funding sources that give money to organizations with similar missions. Ask what they look for in the groups they support.
• Speak with stakeholders at other nonprofits within your sphere to find out what resources are needed to help your common cause. Ask how you might work together.
• Review industry-related publications and media coverage of like-minded nonprofits to learn their story and how they are telling it.
• Visit sites like Charity Navigator or Guidestar to find funding and organizational data of other nonprofits.
• Study marketing and communications materials from other organizations to learn their “language” and how they visually present themselves to their audience.

Conduct a Competitive Review

Now that you have an overall view of the sector, narrow your focus to those organizations that are the most direct competitors for funding, members, or clients. Also look at other entities likely to be confused with your organization. Here’s what to look for:

• What types of names are used (descriptive, abstract, acronyms, etc.)? Do they have a similar tone? Do they assume any industry knowledge?
• What is their mission and do they convey it clearly?
• Do they have a compelling tagline?
• What icons and keywords do they use in their logos?
• How do their services compare with those offered by your organization?
• What are their strengths and weaknesses compared to your organization?
• What are the differences in their philosophy and approach?
• What trends in the sector might affect the direction your organization is going?
• Do you see any services or programs that are needed but not provided by anyone?

Outcomes of Competitive Review

If you discover that your organization is simply one of many indistinguishable organizations, you may face have a hard time making your nonprofit sustainable for the long-term. The Competitive Review is an opportunity to reconsider strategic options, such as:

• dropping programs that are better done by other organizations
• merging or forming strategic alliances with similar organizations
• narrowing the focus of your services to those populations that are underserved by the current mix of nonprofits
• broadening your services to include a service needed by your clients but not offered by anyone
• changing your organization’s name, logo, or tagline to differentiate it from similar organizations

Evaluating and keeping track of the competition helps your organization maintain its competitive edge by ensuring that it stays relevant and stands out from the crowd.

Stand out. Differentiate. Distinguish. Your logo’s job is to be noticed. It is the basis for the visual identity that engages interest and makes your organization memorable.

What qualities in a logo make it grab attention and endure? Don’t base the design of your organization’s logo on your own instincts and opinion or, in your haste to get started, just grab a piece of clip-art and forge ahead. You want a logo that creates an emotional response in your audiences — clients, donors, members, staff — both current and potential. You want a logo that conveys what your organization stands for. It’s not a clip-art process, it’s an iterative creative process in which little things mean a lot.

Images have meaning, either inherently (wings denoting flight) or symbolically (dove representing peace). Meaning is attributed to color (red for danger or passion) but that meaning varies from culture to culture.

By vetting designs against the criteria used by professionals, you’re more likely to create a single, clear, direct image that will embody the character and aspirations of your organization and set it apart from the crowd of visuals begging for attention. These seven tips will help you create an effective logo that does get the attention of those whose support you want.

Inherent Meaning

What does the symbol represent to most people, especially those in the audiences you want to reach? Be careful of cultural differences here. Does it visually appeal to the values of those audiences, whether they be professionals or children? Does it convey the core concepts of your organizations, such as its level of professionalism or its friendliness?

Appropriateness

A logo must be appropriate to the ideas and activities it represents. But it must also be appropriate to the media in which it will be used. A design that will flash by on a screen has to meet different requirements than one that will be mounted on the wall of a building. Additionally, the level of exposure is pivotal — if a logo will have wide exposure, more liberties can be taken in with it.

Legibility 

Demonstrate how a proposed design will appear in actual use. By itself, isolated on a page, the effect of a design can be deceptive. It is much more informative to show the logo in a range of realistic applications: large and small, in color and black-and-white, and in various media from rough faxes to seamless computer animations. Also, try it out in various sizes, such as on a business card and on a banner, to make sure the proportions work well on any scale and that the design is clear, even when small.

Consistency 

Achieve continuity by providing strict guidelines for the use of all basic identity elements: color, typography, symbols, and imagery. Bypass rigid formulas for all applications in favor of flexible graphic systems that are well suited to such applications as advertising and the web where change is part of the expression. But make sure that all staff are trained to use the basic elements correctly.

Flexibility

Flexibility is critical. For an identity to maintain vitality and relevance over time, its visual language must be adaptable, and ready to evolve in ways that cannot be predicted. Logos were once static. Now they can be animated. Your organization may add programs or locations that need their own identity while maintaining connection to the overall organization. A good logo will be part of a brand system that allows such growth.

Memorability

To be effective, a logo’s forms must be familiar enough to be recognizable yet unusual enough to be memorable. This requires a very careful balance. The design must be simple enough to be read in an instant, yet rich enough in detail or meaning to be interesting and engaging. An unusual combination of symbols can accomplish this, such as the candle and barbed wire logo of Amnesty International. Beware of visual cliches! How many nonprofit logos have caring hands or circles of people holding hands? Too many! Make you logo distinctive.

Endurance 

Take the long view in designing a logo so that it is contemporary enough to reflect its epoch yet not so trendy as to appear dated before the decade is over. However appealing the logo du jour may be, fashion has no place in trademark design. It is best to avoid visual trends that will appear dated in a few years. For longevity, stick with typefaces that have stood the test of time.

The more interesting and professional your visual image, the more likely it is that your organization’s name and purpose will stick in people’s minds. The logo sets the stage for your organization’s overall visual identity. This is an investment in your brand that you want to get right the first time so that you don’t have to redo it later.

• Click here to see examples of Red Rooster Group’s logo design.

 

In a world in which people need to absorb information quickly, nonprofits can take advantage of smart design to attract their audiences. Infographics are visual tools for presenting complex information or data in an easily digestible way. They can help create awareness, explain your programs, show impact, and engage your donors and other constituents in memorable ways. Infographics are especially good online marketing and social media tools — they can be easily viewed, distributed, and shared. Because you have the ability to link your infographic to a website, you can use these visuals to generate more inbound traffic to your organization’s site.

Below are 5 tips that nonprofits can use to turn their information into effective infographics.

1. Use Maps

Use maps to display information that has a geographic basis. Here, we have used a map to show the number of children served by an advocacy organization. Displaying the information in this way allows people to quickly find patterns in the data, such as what area serves the most children, where the organization has the most impact, etc.

2. Use Flowcharts for Systems & Processes

Use a visual flowchart to breakdown a system or a process for your audience. Highlight the steps with interesting visuals that will provide a quick summary of the content, and generate enough interest for the viewer to want to read the accompanying text. Here, we have illustrated the process of using project management software for the clients of a contractor.

3. Show Impact with Numbers

Using numbers will help illustrate your impact to an audience in a very clear and quantifiable way. Make the numbers themselves bigger than the surrounding text so they will stand out and invite further reading. Pair numbers with illustrations and/or photos for added visual interest.

4. Present Data in Interesting Ways

Use a variety of formats to display your information — traditional pie charts and bar graphs are good, but try to think of other more interesting ways to break down your data. Below, the data for “Parent Evaluations of Children’s Progress” would have made a dull bar graph since the percentages are very similar. So instead, we illustrated the evaluations, highlighting the percentages individually.

5. Entertain to Engage

Infographics can be an opportunity to have fun — and to better engage your audience and entice them to take action. Below, instead of simply listing an organization’s volunteer opportunity for teens, we created a flowchart asking them questions about their interests and pointing them to specific volunteer opportunities.

Howard Adam Levy, principal of Red Rooster Group, delivered a presentation sponsored by the New York City Business Consultants Academy on effective marketing and design strategies for intercultural communication. Read on for some of the highlights from his presentation. 

His presentation on design considerations in intercultural communication touched upon the following key points:

1. Benefits of Understanding Cultural Meanings of Symbols

By understanding the different cultural meanings of symbols, negative reactions and misinterpretations can be avoided. Taking time to discern these meanings also shows respect for cultures different from our own, and ensures that the message conveyed to the audience is appropriate and is the message that was originally intended.

2. Color Symbolism and Animal Symbolism in Different Cultures

Color is one of the first elements to consider in designing an effective marketing campaign, and it also plays a pivotal role in the beliefs and customs of various cultures. It is critical to be cognizant of the symbolic meanings of colors for various cultures, because these meanings can differ drastically from their Western associations. Animals have also traditionally held a strong symbolic role in many cultures and are a fundamental part of many belief systems, rites and rituals. However, again, it is important to keep in mind that beliefs regarding an animal in one culture often differ from the beliefs of another culture, and sometimes can even be stark opposites.

3. The Effect of Language on Perception

The Linguistic Relativity Hypothesis theorizes that a person’s language determines and limits what he or she experiences. Not all concepts can be expressed in some languages, creating a language barrier that can affect, for example, one’s perception of color. The Shona language in Zimbabwe and the Boas language in Liberia have no words to distinguish red from orange, so people of these cultures often fail to recognize a difference between the two colors.

4. Perception of Images in Different Cultures

Research has found that East Asian perception is more holistic and that people from Eastern cultures are more likely to attend to the context of an image, while Westerners are more likely to attend to, perceive and remember the attributes of salient objects in an image. Therefore, culture can affect the layout and design of an advertisement or brochure. If the consumers are from East Asian countries, they are more likely to recall the advertisement as a whole, whereas consumers from Western countries are more likely to remember a few distinct, often centralized, images within an advertisement.

5. Communication Styles Across Cultures

Edward T. Hall theorized that cultural communication style can be divided into two distinct categories based upon the background and surrounding circumstances in which communication takes place. People in high context cultures, such as Thailand, know and can understand one another well enough to be able to communicate effectively without always relying on words and other explicit forms of communication. In low context cultures, such as the U.S., because of the many cultural differences among people that exist, it is hard to rely on forms of communications that are not explicit and thus they often rely on the literal interpretation of words.

 

Especially in countries like the United States that are becoming more and more diverse, understanding the unique beliefs, practices and values of different cultures can improve marketing tactics and target a larger audience. In this article, we discuss understanding cultural meanings of various symbols and how this affects the implementation of appropriate marketing strategies.

Benefits of Understanding Cultural Meanings of Symbols

A symbol is anything that carries meaning and represents something else by association. It is essential to understand how the meanings of symbols can change in different cultures to avoid controversy, misunderstandings, misinterpretations, and negative reactions. By taking the time to discern these meanings, we can understand the culture better, show respect to that culture, and convey the appropriate and intended message to the target audience. This process has been termed ‘intercultural accommodation’: the attempt to adjust or familiarize oneself with people belonging to a different culture in order to improve communication.

Blunders in intercultural communication occur when marketers do not take the time to understand and respect the values of their constituents. For an American telephone company, a commercial that featured a Latina wife telling her husband to call a friend and tell them they would be late was ineffective because the company failed to recognize that Latina women do not typically order their husbands.

Color Symbolism in Different Cultures

Color is one of the first elements to consider in designing an effective marketing campaign. It can hold a fundamental role in the beliefs and practices of various cultures, but often the symbolic meaning of a color varies drastically from culture to culture, and can sometimes even have exactly the opposite meaning in one culture from its meaning in another culture.

White

In Western cultures, white is generally a symbol of peace, purity, and innocence. Think of people who normally wear white, and some of the first that may come to mind are brides, angels or doctors. In Eastern cultures, however, it is generally a symbol of death, and probably wouldn’t have the same associations as it does in the West.

Interestingly, vocabulary for color can also be influenced by climate. For example, Eskimos use 17 words for white as applied to different snow conditions.

Yellow

We think of yellow as a color that symbolizes happiness and hope, but yellow has an even broader range of connotations globally, such as honor and courage (Japan), mourning (Egypt and Burma), merchants (India), joy and wealth (Middle East), aristocracy and prominent figures (Africa), and royalty (Thailand).

Orange

Orange is utilized symbolically in the U.S. as a color of road hazards and traffic delays, but in Asia, it represents quite the opposite. Orange is considered a life-affirming color of positivity and spiritual enlightenment.

Animal Symbolism in Different Cultures

Spanning many centuries and cultures, animals have represented a wide range of concepts, including gods and royalty, the supernatural, and have even indicated distinct personality traits.

Horse

In the Hindu religion, the horse is associated with the cosmos. The Romans would sacrifice a horse to Mars (the god) once every year in October and keep its tail, a symbol of fertility and rebirth, throughout the winter. Native American tribes associated the horse with wisdom and freedom and respected the horse for its role as a messenger. Contrastingly, the Chinese associate the horse with stability, endurance, and persistence. Today, Greco-Romans and Celtic nations consider the horse a symbol of war, as well as victory, courage, longevity, power, and honor.

Grasshopper

Native Americans believe that when a grasshopper is seen, the individual who encountered the grasshopper will soon receive good news. In Chinese culture, the grasshopper is similarly viewed as a very positive symbol. It represents longevity, good luck, fertility, wealth, and virtue. In some parts of China, grasshoppers were kept as pets in homes, where they were believed to embody the souls and spirits of deceased family members. In Ancient Greece, grasshoppers represented nobility, status, and immortality.

Cats

In the U.S. and most of Europe, if a black cat crosses your path, it is primarily associated with bad luck and witchcraft. However, in the United Kingdom, black cats are symbols of good luck; if a black cat entered your home, it would be perceived as a sign of good luck and would be kept in the home to ensure safety. Cat were even more revered in Egypt where they were considered a symbol of grace and poise. In Ancient Rome, the cat was a domestic symbol and was considered the guardian of homes.

Evidently, even today, cultures maintain very different meanings and symbolic importances of animals. Once again, a marketing failure can be avoided by respecting the different cultural beliefs and opinions regarding animals. In the 1970s, an aftershave for men was marketed in the Middle East and featured a man and a dog in a rural scene. However, the product did not sell well in Islamic countries, where dogs are not considered to be ‘man’s best friend,’ and are, rather, viewed as dirty animals.

The Effect of Language On Perception

Language can directly affect how the people of various cultures perceive their surroundings. The Linguistic Relativity Hypothesis theorizes that a person’s language determines and limits what he or she experiences. Not all concepts can be expressed in some languages, creating a language barrier that can affect, for example, one’s perception of color. The Shona language in Zimbabwe and the Boas language in Liberia have no words to distinguish red from orange, so people of these cultures often fail to recognize a difference between the two colors.

To avoid basic marketing errors, it is critical to have a deep understanding of a culture’s first language if it is different from your own. Words that have a positive meaning or no meaning in one culture can have a negative meaning in another. In the 1970s, when American Motors tried to market the Matador, its new car, to Puerto Rican consumers, sales were extremely low because Matador translated to ‘killer.’ In another instance, a major golf ball manufacturer developed special packaging for export to Japan with sets of four golf balls. When sales were lower than expected, they later found that in Japan, four is pronounced ‘shi’ which is the same pronunciation as the word ‘death.’ The Japanese consider the number to be bad luck, and houses and flats in Japan containing the number four are usually given to foreigners.

Visual Perception in Different Cultures

Cognitive and perceptual processes are constructed through participation in cultural practices. Research has found that East Asian perception is more holistic and that people from Eastern cultures are more likely to attend to the context of an image, while Westerners are more likely to attend to, perceive, and remember the attributes of salient objects in an image. Therefore, culture can affect the layout and design of an advertisement or brochure. If the consumers are from East Asian countries, they are more likely to recall the advertisement as a whole, whereas consumers from Western countries are more likely to remember a few distinct, often centralized, images within an advertisement.

Cultures can also differ in visual perception of writing. One important note to remember is that, while English readers read from left to right, we easily forget that this is not the order that all languages read. When consumers in the Middle East were shown a series of pictures depicting someone feeling ill, taking medication and then feeling better, they read it from right to left, and took the meaning to be feel good, take medicine, feel sick. Not exactly the intended message.

 

Communication Styles Across Cultures

Differences in individual perception and construction of meaning are fundamentally rooted in the values and beliefs of a culture. Edward T. Hall theorized that these values can be separated into two distinct categories based upon the background and surrounding circumstances in which communication takes place. People in high context cultures, such as Thailand, know and can understand one another well enough to be able to communicate effectively without always relying on words and other explicit forms of communication. In low context cultures, such as the U.S., because of the many cultural differences among people that exist, it is hard to rely on forms of communications that are not explicit and thus they often rely on the literal interpretation of words.

Whether they are targeting consumers in high context or low context cultures, marketers are bound to utilize various elements (color, language, animals, images, etc.) that hold symbolic meanings, and to establish effective intercultural communication, it is critical to be aware of and to respect the ways in which these meanings can differ.

In Part One of this series, Long Live Print: How Nonprofits Are Harnessing the Power of Publications, we looked at how different organizations were accomplishing their goals through print magazines and newsletters. In this article, we discuss some tips for creating an effective print publication.

1. Write For Your Audience

It all starts with your audience. You need to determine who your audience is, and write for them. Most organizations start with their needs, don’t think about why someone would be interested in what they are writing about, and consequently, miss an opportunity to connect with their members, donors, and volunteers. The more you understand about your audience, the more you can develop content that will appeal to them, and write in a way that will be engaging to them.

2. Have a Specific Purpose for Each Article

When crafting your content, determine why you are writing each article. For example, each of the following articles would be written completely differently.

• Informing your clients about a new service so that they can use that service.
• Educating your members about an issue of concern to them.
• Persuading readers to adopt your point of view on an issue.
• Engaging your audience to take an action, such as volunteering or signing a petition.
• Entertaining your readers with humorous anecdotes that delight.
• Inspiring your donors with an emotional appeal to give.
• Building credibility for your organization with evidence of your successes.

3. Include a Clear Call to Action

Know what action you want people to take as a result of reaching your publication, and make it easy to do so. Include phone numbers, email addresses, URLs, and contact names in the appropriate stories, and including form, and reply envelopes to facilitate responses, if appropriate.

4. Structure Your Publication for Maximum Impact

Make sure to structure your publication in way that best conveys your information. Think about the flow and sequence of the pages to provide a meaningful experience for your reader. For example, instead of random articles throughout the publication, you can organize your content into thematic areas that help your donors understand the impact that your organization is making in different communities or with different populations. Consider anchoring a spread with one main article with related smaller sidebars or newsbites, rather than having many pieces competing for attention.

5. Convey Your Organization’s Personality

This is one of the biggest lost opportunities for nonprofits to connect with their constituents — writing in a human way that demonstrates the passion of the people powering your cause. Avoid clinical jargon and institution-speak and write with personality to help your audience understand what makes your organization unique and worth following. Your copywriting style should reflect the style of your organization — for example, a policy organization reaching business executives and legislators may have a more academic tone than an after school arts organization.

6. Use Good Design Principles

Like it not, people do judge a book by its cover, and people will judge the professionalism of your organization based on the look of your marketing, including your publications. Good design can help your reader access your content in more ways, draw them in and inspire them, and communicate more cogently, in addition to creating a professional impression for your organization. Some best practices in design include:

• layout that provides a central focus and hierarchy that leads the reader through the material, using images effectively to tell your story
• a harmonious palette of colors that work well together and convey the appropriate tone,
• typography that facilitates reading rather than confusing it
• branding that is consistent with your website and other marketing materials
• quality paper and printing production that conveys a good impression.

With with a targeted objective, proper planning, and solid writing and design, and you can turn your publication into a communication powerhouse that that builds visibility and support on many fronts.

This article originally appeared at Ventureneer.com.

CLIENT: SummX: Summit for Educational Foundation Excellence

When the Utah Association of Public Schools and the American School Foundation Alliance decided to produce the first major conference for educational foundations in the region, they needed a name for the conference that would help it establish immediate credibility. We generated a list of names that were short enough to be catchy and memorable, and unique enough to have an available domain name. The recommended name, SummX is only 5 letters, and we were able to claim the domain name summx.org.

We then designed a unique look for the conference materials that would help it get noticed. The branding system for the event is flexible enough to allow for different images and configurations of the typography so that it can stay fresh, while the maintaining recognition for the event with the colors and overall look. The design was applied to a printed postcard, email blasts, brochure mailer, conference website, and signage at the event.

CLIENT: The Jewish Education Project

This example of effective nonprofit publication design showcases various Jewish learning programs for teens from a diverse array of organizations on behalf of many area congregations. Designed to appeal to the teens as well as their parents, the catalog was successful in balancing the needs of all of these constituents and creating a compelling offering in a very quick timeframe. We also created banner ads to promote the initiative on local websites.

CLIENT: Sephardic Bikur Holim

To thank its donors and supporters with a last minute appeal for donations, we created this email that explained the impact that this multi-service agency had during the year.

The mail used some best practices for the design of nonprofit fundraising appeal emails and design:

1. Clearly Identifiable Header

A header that clearly identifies the organization and shows the range of activities that SBH is involved in. In this  case, we made sure to represent a cross section of the types of people involved in the organization, including age and gender, involved in different volunteering activities. The overall look, colors, and typefaces in the email reinforce the organization’s brand to help supporters recognize the organization’s communications as coming from SBH.

2. Emotional Story

The email opens with actual email that SBH received describing an emotional experience that an observer had about the organization’s work.

3. Statistics

We presented selected statistics that showed the agency’s overall impact in a variety of areas. The statistics are designed in a clean way to highlight the numbers and create a strong visual presence to focus the reader.

4. The Appeal

The “ask” starts by thanking donors for their contributions and reminding them how the organization relies on their support. Mentioning that SBH has been around for 40 years builds the credibility that the organization is not fly-by-night or about to go out of business. And of course, there is a large and clear Donate button that is easy to find and does compete with many other elements.

5. Footer

The footer area contains the organization’s logo and a short mission statement (short enough that someone might actually read it), followed by contact information, and the organization’s divisions, a relatively new feature that we have been introducing for the organization as a way of gaining named sponsorships for each division.