Google the word "branding" and you won't just get thousands of results, you'll get hundreds of thousands. And yet, more than 99% of them will apply to the corporate world, or maybe to small businesses… branding just isn't a concept that's talked about a lot, or enough, in nonprofit circles.

And so, the question to be asked is this: What does branding mean to nonprofits?

The quick answer is "more than you might think." Just like a corporation, your nonprofit has a public face that needs to be carefully cultivated and maintained. When it is, and your nonprofit has a strong brand, people know instantly exactly what you are about, and where your core mission lies. Think of groups like UNICEF, the Red Cross, or Doctors Without Borders; each one has a firm public identity that helps them raise money on a regular basis and get press attention when they need it.

These nonprofits have large, established budgets, however. How can you brand your nonprofit when you don't have that kind of support yet? The first piece of the puzzle is developing a sense of consistency that donors, and the public at large, can associate with your organization. Another part is making sure that people are thinking about you often enough for your brand to have an impact in the first place.

Here are a few steps to developing your nonprofit’s brand:

Create consistency in your materials.

Humans, as a whole, are visual thinkers. Having a website, annual report, brochures, and other materials that look like they go together is a basic but important part of the branding process. If you want to be taken seriously as an organization, then it's important that the pieces you use to communicate with the world meet the public's expectations of what they should be, and consistency is the first step in that direction.

Have a PR and communications plan that is comprehensive.

To the degree that it's possible, you should have much of your marketing and publicity planned out at least a year ahead of time. This won't just stop you from missing important events and milestones, but will ensure that you are reaching donors and press outlets often enough to stay in their minds.

Use all the tools at your disposal.

Don't simply rely on press releases and fundraising letters for attention and money. Take advantage of tools like your website and blog, social media profiles, and even high-profile events to raise awareness for your nonprofit’s goals and programs. Some of these don't seem like they're having much of an impact at first, but if you can keep with them over time, you'll start to develop a strong following, online and off.

Put the right people in the public eye.

Let's face it: Not everyone has a talent for dealing with the press, giving the perfect sound bite, or responding to tough questions. As straightforward as it might seem, it's very important that your nonprofit has someone who is comfortable dealing with the public as its public face. It only takes one unthoughtful or misunderstood comment to destroy lots of goodwill, so choose carefully when searching for the right voice.

Hire a creative team that you trust.

Granted, this is something you might expect us to say, but the fact remains that your creative team will determine a lot of the success, or failure, you're going to have in your branding efforts. The right team isn't just one with the best designs and ideas, but also understands the climate that nonprofits work in and are nearly as passionate about your cause as you are.

While the business world might think it has a monopoly on branding, the fact of the matter is that having the right public image is just as important – and maybe more important – to nonprofit groups. Follow these tips and develop one that encourages people to devote some of their time, money, and attention in your direction.

To learn more about how we can serve your organization, give us a call at 301-891-0111 or submit a request online and we'll connect with you right away! 

Trackbacks (0) | Permalink