Nonprofits & Branding... Opportunity for Financial Growth
Branding is more than a logo. It's also more than a fundraising gimmick.
It's a "broader and more strategic role in an organization’s core performance, as well as having an internal role in expressing an organization’s purposes, methods, and values," according to Stanford Social Innovation Review (SSIR).
One important thing it means is consistency throughout the organization and how offerings are delivered. (Hallelujah!) As a consumer, I hate digging to understand what an organization wants me get. Even as a paying member, if it's not instantly clear and entices me "in," I quickly move on. Most members, consumers, partners, investors... people... are this way.
Branding gives a strategic advantage if used starting at the executive planning table. By infusing a strong brand throughout your non-profit, it saves time, resources and energy. It builds bridges between fiefdoms. It frees employees to build momentum versus always recreating the wheel. It makes more sense to those of us you want educate/inspire/react.
If done in a way that resonates with members, partners and other important stakeholders, successful branding results in such things as:
building higher levels of trust
generating greater financial support
increasing participation and attendance
SSIR also points out, "Increasingly, branding is a matter for the entire nonprofit executive team. At every step in an organization’s strategy and at each juncture in its theory of change, a strong brand is increasingly seen as critical in helping to build operational capacity, galvanize support, and maintain focus on the social mission."
Couldn't have said it better myself. Share Our Strength is one example of a non-profit doing a good job at branding to build effective relationships, impact national awareness, increase local support and attract funding.
How can your non-profit improve its perceived value, positioning and ultimate effectiveness?
