Breakthrough Nonprofit Branding: The New Nonprofit Imperative

Branding is often thought of as a tool exclusive for the for-profit world. When we think of successful examples, companies such as Starbucks Coffee, Disney, Harley-Davidson, Dove, and Apple come to mind. After all, these companies embody that it is not just about the product, it is about the experience.

A select group of nonprofits have jumped on the bandwagon and incorporated this marketing tool into their overall strategic plan. These nonprofits are moving beyond traditional thinking to create a new way to differentiate, strengthen, and establish value for their organizations.

But how does a nonprofit establish a brand?

This afternoon’s keynote speaker, Jocelyne Daw (renowned expert and author of Cause Marketing for Nonprofits: Partner for Purpose, Passion and Profits) offered these tips:

• Discover authentic brand meaning
• Embed brand in organization strategy operation
• Build breakthrough brand communication
• Rally internal brand community
• Engage and mobilize external brand champions
• Cultivate patterns to extend brand reach and influence.
• Leverage brand for long-term enterprise growth

My question is - WHO do nonprofits create their brand for?

In the for-profit world, a brand is what you do and who you are - as perceived by your public. A big corporation’s greatest asset can be its brand. Branding is the process of creating a clear, consistent message about your company, so that when people see your logo or hear your name, they think about your product. The more they think about your product, the more likely they are to buy it. This is why when companies suffer a major crisis, a re-branding period often occurs to help rebuild their reputation and reestablish public support.

In the nonprofit world, however, I wonder if a brand is less about the general public’s perception, but more about donor’s perception.

I am a believer (as reflected in my last post) that donors don’t give solely based on the brilliance of an organization’s programs. They also don’t give because an organization is popular or hip. And (which some may disagree), they don’t give based on an organization’s past achievements or a long history of success.

The main reason donors give is because of what giving means to them. It is about personal significance. Giving may provide personal joy or satisfaction. It may help them grieve (as in the case of memorial giving) or celebrate (as in the case of the popular trend of birthdays-for-a-cause). Or in the case of big corporations, it may help to improve their bottom line.

Donors see giving as a reflection of you they are and how they want people to perceive them. This is why high-profile celebrities are very selective on the organizations they donate to, and thus, associate themselves with.

In my opinion, a nonprofit brand must articulate two important things:

• What about your organization attracts donors?
• What is it about your organization that makes donors feel good?

After all, if an organization’s brand does not purposefully reflect its donors needs and desires, how will it continue to attract financial supporters?