Nonprofit Performance 360 Issue 13

As a nonprofit, you’ll face challenges because there often isn’t the same type of funding to promote your brand. But you still must allocate something to bringing your message out to the world. “It’s hard to encourage donations for a brand that people haven’t heard of,” says Hayes Roth, Chief Marketing Officer at Landor. “This is about change. This isn’t just about getting a cool logo. It’s about making a promise to your constituency – inside and outside your organization.” What You Can Do Your branding reflects your personality, from your logo, design, and colors, to your language, content, and the way your people interact. Think of your brand as the face of your nonprofit. It’s your ambassador, building a sense of trust. It’s creating a shortcut for donors to select your cause. And it’s establishing a rapport with prospective donors, clients, and supporters. Your brand positions your nonprofit as a distinct leader. To move forward with your branding, keep these tips in mind: • Brainstorm with your team. Select words that capture your unique traits, qualities, and characteristics. • Create a 3-5 word statement of your nonprofit’s promise. • Highlight the differences achieved by your organization. • Market your program to build a positive brand response. Remember that a small investment in your nonprofit’s branding and stories can yield a great return. You’ll benefit from increased awareness, and more followers and donors for your cause. One of my nonprofit clients received a surprise $100,000 donation from Chicago’s mayor because their story made it to the front page of a Sunday Chicago Tribune. Don’t wait. Take the time now to build your brand. Your shining light will make a bigger difference when others can find you. Lynn Sanders, President/Founder and Story Marketing Mentor at Difference Makers Media, LLC, has been serving corporate clients, small businesses and nonprofit organizations since 1985. Her training includes writing, videos, marketing consulting, and helping clients build their branding through innovative techniques.

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24 I Nonprofit Performance Magazine

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