Branding in the non-profit space
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BRANDING IN THE NON-‐PROFIT SPACE
Prakhar Gupta Malvika Jain Megha Dada Chawdhry
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WHY ARE WE TALKING ABOUT THIS?
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FROM THE HORSE’S MOUTH: WHAT ARE THE ORGANIZATIONAL CHALLENGES YOU BELIEVE YOU CAN ADDRESS THROUGH STRONG BRANDING AND MARKETING?
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DONORS VOLUNTEERS
PR AND MEDIA
GOVERNMENT RELATIONS CORPORATE PARTNERSHIPS
SHARE OF VOICE AND VISIBILITY
CREDIBILITY
DO THESE RING A BELL?
REACH
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Different studies undertaken globally show that a person’s decision to donate and engage was heavily influenced by their impression of the organization, the tone of a charity’s communication and its ability to provide emotional and intellectual stimulation.
IT ALL ADDS UP:
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The survival of current NGOs depends on their current ability to publicly sustain an issue and to be seen by those interested as the key driver for processing and transforming the Matter
One of the most viewed videos on the internet Today. Crossed the 100 MILLION views barrier in Less than 6 days in 2012
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• A portion of your success is gauged by how others perceive your organization.
• You flourish on trust and reliance to raise awareness, initiate actions and for fund raising rather than profit.
• The right branding will allow you distinguish yourself from others
Branding is more important for you than for-profits as you are in the business of cooperating and not competing
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17%
83%
NGOs having a marke0ng department
Yes No
NOT TOO MANY TAKERS?
Source:
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BUT ARE THERE INHERENT ADVANTAGES FOR YOU TO EXPLORE?
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“Branding started out because customers do did not have personal relationships with the people behind growing companies. Companies had to create stories and characters for consumers to relate to their products.”
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YOU ALREADY HAVE AUTHENTIC RELATIONSHIPS, STORIES AND CHARACTERS IN THE FORM OF PEOPLE YOU HAVE
WORKED WITH
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HOW DO YOU LEVERAGE THEM?
……………………THE RIGHT MESSAGE AND MEDIUM
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THE RIGHT MESSAGE ‘IS ABOUT THE RIGHT APPROACH’
Non-profit brand IDEA methodology:
Integrity
Democracy
Ethics
Affinity BRA
ND
close alignment between internal brand identity and external brand image
organization trusts its members, staff, participants, and volunteers to communicate their own understanding of the organization’s core identity.
brand itself and the way it is deployed reflect the core values of the organization.
brand is a good team player, working well alongside other brands, sharing space and credit generously,
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THE RIGHT MEDIUM: ‘IS WHERE YOUR AUDIENCE IS’
TRADITIONAL MEDIA AND PR
SOCIAL MEDIA: DIGITAL WEB, MOBILE TECHNOLOGY
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LEVERAGING TRADITIONAL MEDIA
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VOLUNTEERS DONORS MEDIA CORPORATE PARTNERSHIPS PARTNER NGOS GOVERNMENT
MULTIPLE STAKEHOLDERS: IDENTIFY THEM
INITIATE AND INCREASE FREQUENCY OF A DIALOGUE
Conven0onal Marke0ng Media s0ll underleveraged Newspapers Television Radio Website Brochures Adver[sements
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Celebrity Endorsements Partner with schools and corporates
Sales & Exhibitions
Events and workshops
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P&G Shiksha
Aditya Birla Group: Model Villages
Corporate Partnerships
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Saturated medium? Not if you have a compelling story.
Taproots Domes[c Violence Campaign
WWF an[-‐poaching
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LEVERAGING SOCIAL MEDIA
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WHY GO SOCIAL?
Increasing no. of users
Global Medium
Wider Reach
Low Cost
High Engagement
Greater Impact
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Leveraging Digital Media: What can you use it for?
Raise Public awareness for your cause
Raise funds for your cause
Reach new constituents & supporters
Build a community of passionate champions
Get people to take real-world actions
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TEACH FOR INDIA
Partnered with large corporates and founda[ons for the funding requirements Exploited both tradi[onal as well as digital medium to spread awareness, gain publicity and recruit volunteers.
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The Akanksha Foundation
Use of internet to rope in volunteers. Created several inspirational videos to spread awareness.
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Swechha Foundation
Have created a huge support community on online forums. Used the forums to reach the volunteers for various activities. Have managed to secure continuous participation from various schools and colleges. Organize events and publicize them to spread awareness about causes and upcoming campaigns
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Bell Bajao
High on visual and engaging content, some of the campaigns went viral. Action oriented messaging.
Actively build and engage with their online community.
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BLANK NOISE USES SOCIAL MEDIA ACTIVATION FOR CONTENT AGGREGATION AND FOR ORGANIZING OFF-‐LINE INITIATIVES LIKE “SAFE CITY PLEDGE”
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Laying the groundwork before you start
Understand that social media is a series of stages: crawl, walk, run, fly
Create a Strategic Plan with realistic, concrete goals (reach, identify theme to be spoken about- actionable results
Identify internal and external influencers
Consider how you can create content and induce outsiders to create content
Only after you have a Plan do you turn to the tools
Listen deeply
Figure out what to measure (influence, conversion, engagement degree and not pure reach and impressions in isolation)
Be flexible and nimble. Iterate as you go along.
You will make mistakes as you go along, but the key lies in iteration, iteration and iteration!!
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WRAP-UP
DON’T NEGLECT YOU’RE BRAND! YOU HAVE ONE!
IDENTIFY AND ENGAGE YOUR STAKEHOLDERS EARLY
UNDERSTAND THEIR MEDIA CONSUMPTION HABITS AND TARGET ACCORDINGLY
DRIVE THE MESSAGE HOME
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Iden[fy and engage early: Crowd-‐sourced and high delega[on. Branding intact with tool-‐kits and design guidelines shared across mul[ple languages hep://onebillionrising.tumblr.com/post/46908776369/one-‐billion-‐rising-‐social-‐campaign-‐overview
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Sources hep://www.un.org/esa/socdev/ngo/docs/2012/social-‐media-‐ngos.pdf
Karamyog.com
hep://www.slideshare.net/SocialSamosa/digital-‐snapshot-‐may-‐2013
hep://www.fastcoexist.com/1680582/the-‐smallest-‐nonprofits-‐should-‐have-‐the -‐most-‐powerful-‐brands