Build Your Non Profit Brand in Just Seven Days
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Transcript of Build Your Non Profit Brand in Just Seven Days
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8/3/2019 Build Your Non Profit Brand in Just Seven Days
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Build Your Non Profit
By Marcie L. Wagner
For many non profits, marketing ge
dedicated to build a brand. So if youp with the way your organization i
public, or youve inherited an inter
mission will sell itself, Ive created t
you! First, you must pay attention t
Budget in Just Seven Days works be
the small development shop.
You see, in order for this process to
committee; if you dont, beware - y
ala mode. Your seven-day focus is
timely, fluid and precisely anchors
WHAT IS A BRAND? A brand is an a
the public which now defines your
everything youve communicated,
party asks a chance question about
primarily based on a feeling rather
1. Block off your schedule for
invite a minimum of 6 atte
2. Research your competitorstand out in a crowd, you
standing in. In order for yo
need to articulate your bra
easily explains how you dif
an area where you clearly r
better manner. As a part of
on what you think theyre
Brand in Just Seven Days!
ts no respect, let alone time
re entering the New Year feds portrayed or perceived by the
al culture that implies your
he Brand on a Budget just for
o my disclaimer: Brand on a
st for my friends working hard in
work, the buck must stop with you. Eliminate deci
oull get bogged down with egos, copy quibbling, a
to efficiently create a Brand Positioning Statement
hat you can do for others.
ccumulation of assumptions about your organizati
organization for better or worse. These assumption
cted on, and/or interacted with. For example, whe
your organization, the knee-jerk response from by
than fact. What does this mean? It means that you
identity, and good work are wrapped up
GuideStar pulled it together best by sayi
your brand is the reputation you have fo
your promise. (Levy, 2011) . What we w
you in control of your brand and its auth
manner that is sustainable.
PREPARATION: This blog isnt meant for
then immediately launch into Day One o
Budgetadventure. You need to prepare.
to three weeks for this preparation phas
to do to prepare for Building Your Brand
the seven day branding crusade; select a day, time
dees for a full day strategy meeting (described bel
. Its like this: before you canust know what crowd youre
ur brand to be effective, you
nd in a way that is unique and
er from others or focuses on
espond to the cause in a
your fact-finding, get a handle
oing right, and what you feel
ions made by
d distractions
that is effective,
n disseminated to
s are formed by
n an interested
tanders may be
r reputation,
in your brand.
g, Essentially,
r delivering on
ill do today is put
enticity in a
you to read and
your Brand on a
And you have two
. This is what you
in Seven Days:
, location and
w in Day One).
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8/3/2019 Build Your Non Profit Brand in Just Seven Days
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theyre doing wrong or cou
you need during your Day
organizations Branding Po
3. Create and email a percep
also want feedback from th
specific questions like: Wh
Describe what [your organi
people opened the email, h
responded and what those
One.
4. Retain a volunteer profess
a clear choice for a professi
trained designers by conta
look into online volunteer
Community Service, World
DAY ONE BRAINSTORMING: Its
surrounded by the five best minds
this day you have one objective. Th
that elicits a specific emotion withi
ar
F
Be
w
sc
th
fr
Heres an example: Youre a K-8 Sp
at an early age. But what about dis
become informed and interconnec
will benefit my son and give him an
what? This institution preparing ou
ld do better for their brand. This will arm you with
ne brainstorming session to arrive at your goal of
ition Statement.
ion survey to your stakeholders, family and friends
ose who know of your organization but are not dir
n you think of [your organization], what comes to
zation] does. Are there other organizations that co
thinking about [your mission]? How do you feel
from other similar organizations?
For additional resources on creating your percep
out QuestionPro, they offer a one month free tri
you through the development of your survey qu
the outcome you are seeking. They will also sub
analyze the answers.
You can also use free services like Survey MonkeConstant Contact, and Vertical Response to cond
survey. Each will email the survey and allow you
ow many email addresses bounce back, and of cou
responses were. Use those responses as your idea
ional designer; you will need them on Day One and
onal volunteer designer (who is brilliantly creative)
ting your local design school and community colleg
anks like Volunteers Grassroots, Corporation for N
Volunteer Web, or VolunteerMatch.
ot about You! Now that youve done your homew
ou could find, you have this one day to create you
at objective is to create and define a Brand Positio
people so powerful they remember and act on it.
ed with this, everything else falls into place. Awar
NDING.
fore I guide you through the brainstorming process
at your brand shouldnt be. It is not your logo, tagl
heme. It shouldnt be about you. Your brand mustn
ink you need to tell people; it must be what people
m you.
nish immersion charter school. You believe kids sh
inguishing your school as a place dedicated to help
ed global citizens? Now, this resonates with me be
advantage when he enters middle school and bey
r children to live and work globally also resonates
2
he idea starters
reating your
. Because you
ctly involved. Ask
ind first?
e to mind when
e are different
ion survey, check
l and will lead
stions based on
it the survey and
, Mail Chimp,uct your online
o see how many
rse how many
starters on Day
Two. If there isnt
search for well-
e. You should also
tional &
ork and you are
brand. During
ing Statement
Once you are
eness. Credibility.
, I will tell you
ine or color
t reflect what you
NEED or EXPECT
ould learn Spanish
ing children
cause I know it
nd. But guess
ith international
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8/3/2019 Build Your Non Profit Brand in Just Seven Days
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3
companies with offices in Latin America; global companies with foundations who give hundreds of
millions away each year. They will invest in a school dedicated to bringing up their future workforce.
Ok, lets get this brainstorming bash started. Heres a
zippy framework for your day.
1. Write your objective. Distribute it to
attendees, and post it grandly for all to see
during the session. Your example objective:
Create and define a brand that elicits a
specific emotion within people so powerful
they remember and act on it.
2. Set a time limit, up to 4 hours.
3. Capture all ideas as they flow from the group and specifically follow this process:
a. Hand out a stack of note cards
b. Bring up one Idea Starter (see below) and ask each participant to write down four (4) ideas
per starter on one note card, then hand the card in and so on.
Idea Starters are the outcome of your research. Use present tense when presenting the category or goal
for discussion1, for example:
Category: Emotion Evoked
$ We are warm and nurturing (Red Cross)
$ We are nonjudgmental (Planned Parenthood)
$ We are Aggressive and Energetic (DAP - Domestic Abuse Project)
Category: Perception Evoked
$ We are Mature (AARP)
$ We are Youthful (Tree House)
$ We are Activists (PETA)
$ We are a Service Organization (Catholic Charities)
Category: Target Market Appeal
$ We appeal to East African Immigrants (American Relief Agency for the Horn of Africa)
$ We appeal to parents of children with a life-threatening illness (Ronald McDonald House)
Now address your brand goal by asking participants to provide at least 4 answers on how to accomplish
the goal, and then prioritize each goal. Then determine which goal is your priority and how to
accomplish it.
Goal: Our brand engages a sense of community not only externally, but inside our organization as well
(Nike)
Goal: Our brand motivates groups of strangers to come together because they feel a shared
experience or passion (Susan B. Komen)
1In parenthesis I have place a nonprofit which I feel fits this brand
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Goal: Our brand is our lighthouse
messages, strategies and id
(Target)
Goal: Our brand is clear and sim
Goal: Our brand is focused and
4. Display ideas by category o
around the room place sl
ideas. Take the two most
category and as a group ag
category.
5. Take the top idea per categ
one(s) you want to come t
now adjourned.
6. You and perhaps one boar
Statement which I promis
If you feel you need a bit more gui
brandeo.com to be very helpful. Th
statement (Simons, 2010):
1. Target Audience - the attit
the brand is intended to ap
brands most fervent users.
2. Frame of Reference - the c
brand relevance to the cus
3. Benefit/Point of Differenc
own in the hearts and min4. Reason to Believe - the mo
Templ
For (ta
(benefi
believe
My Br
For p
bilingu
gatew
middle
irmly
interco
2Fictitious name
guiding and driving all
entifiers back home
le (Geek Squad)
ill endure (Coke)
n white sheets of paper
ash marks next to similar
opular ideas for each
ee on one idea per
ory. You may feel that you fit many of these profile
rough the strongest in your brand. Your brainstor
member take those top ideas and define your Br
will match your brand objective.
ance on using your top ideas to create the brand, I
ey say there are four elements, or components, of
dinal and demographic description of the core pro
peal; the group of customers that most closely repr
.
ategory in which the brand competes; the context t
omer.
- the most compelling and motivating benefit that
s of its target audience relative to the competition.st convincing proof that the brand delivers what it
te for a Positioning Statement:
rget audience), (brand name) is the (frame of refere
t/point of difference) because only (brand name) is
).
nd Positioning Statementfor the Spanish immersi
rents who want their children to have the added be
alism, Spanish Immersion Academy2
is the Spanish
y that delivers an added advantage for young min
school and beyond because only Spanish Immersio
ositioned to groom our future decision-makers to li
nnected world and economy.
4
s, but choose the
ing session is
nd Positioning
found
positioning
spect to whom
esents the
hat gives the
the brand can
romises.
nce) that delivers
(reason to
n charter school:
nefit of
ducation cultural
s as they enter
Academy is
ve and work in an
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Now that youve defined your Bra
how will you measure those accom
follows (Simons, 2010):
1. Is it memorable, motivatin
2. Does it provide a clear, dist
from the competition?
3. Can the brand own it?
4. Is it credible and believable
5. Does it enable growth?
6. Does it serve as a filter for
DAY TWO - BUILD YOUR BRAND B
Positioning Statement, you need to
while the logo, tag and colors you c
circle and serve as expressions of y
your current logo and tag line rema
brand equity youve already develorecognizable hints.
Creating or renewing your logo doe
of a logo is oftentimes your organiz
scheme that fits your brand. Your
has a handle on an appropriate fon
The tagline is your mission sound b
words it instantly evokes a feelin
poised for recall. If your brand is m
Recently th
Nonprofit P
to say is T
color; I didn
Red to Purp
assortment
versatile and meaningful for every
who benefit from it.
d Positioning Statement, what do you want to acc
plishments? According to brandeo.com the criteria
g and focused to the core prospect?
inctive and meaningful picture of the brand that dif
?
rand decision making?
IDGE! Now that youve defined your organization
give it a face. That face is your organization logo a
hoose are not your brand they do bring the bran
ur brand that communicate it to your core prospe
in relevant even with a new brand. When possible,
ped. Its possible to update your look while still ret
snt have to be daunting. In fact, the single most i
ations name or acronym of your name, combined
olunteer designer was a participant in the brainsto
t, color(s), and design elements which augment you
ite. A good tagline doesnt just tell people what you
that is consistent with your brand. These element
emorable, it will last a long time.
YMCA of the USA was ranked the #1 nonprofit bra
ower Brand 100 (DaSilva, 2009) report. It makes se
e Y, or see The Y. And getting back to my point ab
t realize until writing this blog that the Y changed i
le to blue to orange. Of course there is a reason for
of color s and that creates various new impression
brand, yet, by keeping their logo,
brand equity was not tied to th
logo whatsoever.
In everything you do on Day
Two, remember that your b
to the publics head, heart a
hands, either by their gifts o
funds, or all three. Your bran
ne it speaks to, including those who support your
5
mplish with it and
for evaluation
ferentiates it
s Brand
d tag line. And
experience full
t. Its possible
build on the
ining
portant element
ith a color
rming session and
r brand.
do in a few short
s must resonate,
nd by Cone
se, all you have
out tag, logo and
ts color Y from
the new
related to their
The Y, their
e color of their
One and Day
and is your bridge
nd ultimately
f time, items,
has to be
ork, and those
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DAY THREE - GET ON THE SAME P
schedule a mandatory 1 - 2 hour st
brainstorming session or some boa
schedule for you to announce your
the detailed process (including tho
important to illustrate the brainsto
new brand. You need organizationa
volunteers on your new brand and
person working or volunteering for
or that its accessible to them.
I like to invest in a supply of 2 GB fl
on and distribute to staff and boar
for the organization. Include those
the brand consistently across depa
Many organizations feel the need t
them. Brands are no longer static.to stay on track with your brand an
message remains relevant if not,
isnt your brand), you subtly adjust
This is a fast paced society an on-l
be prompted by a current event, n
evolve as our world evolves. Chang
remain fluid, flexible and open to t
Everyone associated with your orga
opportunities available to them in t
you do or what youre involved in c
soccer game, your book club, at din
acknowledge these opportunities a
brand legs. This is where talking po
Storytelling remains your single mo
in verbally reinforcing your brand i
an emotional connection between
speaking with which can then be re
GE: Part I, Organizational Training. During the Pre
ff meeting for Day Three. If your entire staff didnt
rd members couldnt make it, this time will be bloc
new Brand Positioning Statementand
e involved in the process). Its
rming process you used to arrive at the
l buy-in. Next, train your staff and key
how its to be used. Ensure that every
your organization has this information,
sh drives (priced between $1 - $5) to save all your
for use. Its often helpful to create key messages a
on the flash drive and strongly emphasize the impo
tments.
o create a dense and rarely read brand style guide.
oday they're fluid, flexible and nonlinear (Greenbed organization identity you need to revisit it annual
adjust. This doesnt mean you change your logo (as
your brand messaging.
line environment is in a constant state of real time
gative publicity, or economy shift. You must positi
e is hard; one can make it an easier transition if the
e likelihood of change whenever needed.
Next, review all organizational materials t
application, bringing it to life and use as sReview your letterhead, business cards,
newsletter, brochures, flyers, signage an
assign a watch dog to ensure that the int
brand and messaging is maintained.
DAY FOUR - TRAIN YOUR AMBASSADOR
STORY TELLERS: Part Two, Organizationa
nization has a life outside of it. I train my nonprofit
heir daily lives to become ambassadors of the orga
omes up as a topic of conversation. Whether you a
ner with friends, or in a grocery line, prepare your
nd then use them to tell your organizations story,
ints become useful.
st powerful communications tool
entity because it innately creates
you and the person you are
inforced using social media.
6
aration Phase,
participate in the
ed off on their
branded materials
nd talking points
rtance of using
I dont believe in
g, 2008). In orderly to ensure your
we know, that
change. It could
n yourself to
y are prepared to
o ensure brand
oon as possible.ebsite,
more. Then
grity of your
TO BECOME
l Training:
clients to use all
nization. What
e at your childs
mbassadors to
iving your new
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8/3/2019 Build Your Non Profit Brand in Just Seven Days
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Your story must be concise, clear a
your perspective. What motivated
have witnessed and how it made y
story is confusing and poorly conve
However, if it's engaging and touch
use their hands either by volunte
become enticing storytellers as the
Here is an example of the key mess
their personal story and emotional
Key Message: This is a description
Academy offers parents of element
which prepares their children to liv
Talking Points: Describe the unique
provided an advantage to you or a
Full Spanish Immersion (frospeak Spanish)
A maximum of 18 children
Offers advanced classes an
band, art, gym, and music
A close-knit community e
and talking points are defined and
inspires involvement.
Now youre ready to use technolog
there actively seeking brands that a
organization brand that matches th
Furthermore, they are actively see
they are ready to dig in and help. T
Year, as people solidify their New Y
It could be my industry or the fact t
as old as I am, but the fact is that if
phrase, name, organization, associ
d compelling. Begin by writing out the story you t
ou to get involved, what motivates you to stay, th
u feel. Keep it short and share with your fellow sto
yed, the intended audience will dismiss it in a matt
es the heart, he or she will likely become entrance
ring, giving stuff, money or all three. Prepare your
y move through their day.
age and talking points to provide your ambassador
appeal:
f how you are delivering on your promise. Spanis
ary-age children the opportunity to give them a bili
e and work in our increasingly interconnected worl
benefits of your organization, or a unique way the
member of your family.
m the moment dropped off, to the moment picked
per classroom
d classes for learning disabilities, along with extracu
very teacher not only knows my childs name, they
While at work with me, my 5th grad
gentleman ask for directions to the elevator
child answered the question and had a flue
with him. Lyndon was beaming with pride a
the first time he fully understood what his S
will mean for his future.
DAY FIVE - TAKE IT GLOBAL! By Day Five yo
brand: 1) The organization is differentiated
can authentically deliver on its promise to f
2) The logo and tagline enhance your brand
evoking a consistent emotion or feeling. 3)
he organizational family will convey your story in a
y to take the brand online! Believe it or not, there a
re right for them. In your case, they are seeking a n
eir personal value system.
ing a nonprofit brand because
is typically happens in the New
ears resolutions or goals.
hat the information age is nearly
something piques my interest a
tion, topic I Google it.
7
ll donors, from
good that you
rytellers. If the
r of seconds.
and moved to
internal family to
to use in creating
Immersion
ngual education
.
organization
up, students
rriculars like
know my name
r overheard a
in Spanish. My
t conversation
terwards. It was
panish education
uve defined your
from others and
lfill the mission.
by instantly
our key message
manner which
re people out
onprofit
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Depending on what bubbles-up
find out more. If what I find strikes
Honestly, if youre not online with
your peers, nor will they believe yo
the importance of creating your onl
Remember what I said earlier? You
today an individuals first interactio
commonly first witnessed through
ignore the place of social marketin
brand will remain invisible.
Chris Garrett of chrisg.com recom
build your online brand, you have t
activities work together. You need
congruency. Each part of the social
picture people have of you; how th
relates to how you really are to theright (Garrett, 2008).
Chris also suggests that the best wa
them in some way to your blog. I a
my company and its brand. Yours s
When I Google you, you want me t
DAY SIX - COLLABORATE FOR SUS
inspired to collaborate or form a so
invested in its success and sustaina
in current donors and perhaps reconow express who you are in a way
community partners.
Now that you are out there standin
attention, gained renewed respect
newly found presence by sharing bl
monthly basis.
releases and press clippings, 3) Add
your email signature, 4) Host an op
celebrities, etc. and place them on
renewed donors in person, not to a
organization, mission, or brand.
ebsite, Facebook page, LinkedIn or Twitter account
a chord, I share it.
our brand, you dont exist. You certainly arent full
u can deliver on your promise to fulfill your mission
line home in a manner that you will retain beyond t
must be poised to evolve as the world around you
n with a brand is
digital technology. If you
in todays world, your
ends that if you want to
o know how all your
onsistency and
media puzzle builds into a
ey imagine you to be
degree you get this stuff
y to approach social media is to choose your venue
ree, because thats what I do. My blog is the truest
ould be too. All our best stuff originates and is arc
land on your blog or your website which clearly li
AINABILITY! If all is done well, your most dynamic
lid partnership with your organization because the
bility. You have successfully attracted newcomers, i
vered lapsed donors into more active participants,hat builds your close-knit community of donors, vo
g tall, proud and true to who you really are youv
its important to acknowledge your hard work an
og-posts, event announcements, and newsworthy
In January 2011, my blog topic was how to Build an
Strategy. This is what Im asking you to address an
Six. Ensure you are fully prepared to retain and gro
renewed interest you have now created within you
Here are the six steps I provided in order to build y
strategy: 1) Email quarterly newsletters, 2) Send o
your website, Facebook Page, Twitter ID and curre
en house, 5) Solicit letters of endorsement from do
your website and social media sites, 6) Meet with n
sk for a gift, but to solicit feedback on any aspect o
8
I check in to
respected by
. Let me imprint
his reading.
evolves. And
s and connect
representation of
ived in this place.
ks to your blog.
donors are
are now more
ncreased interest
all because youlunteers and
attracted new
sustain your
rticles on a
On-Board
create on Day
w the new and
r organization.
our on-board
t regular press
nt blog topic to
nors, city officials,
ew donors or
your
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8/3/2019 Build Your Non Profit Brand in Just Seven Days
9/9
DAY SEVEN MAKE SURE IT WOR
what youve created is working. In
free tools to track your online succ
your organization and Google will s
It lets you know who is writing abo
free analytics, you can also track if
your website. Again there are free
free tool Clicky Web Analytics. Bot
show you how many people found
visits, bounces (people who leave t
first page) and so much more.
Google Analytics will let you know
coming from (Arkansas, Amsterda
(male/female), and their IP address
recognized that many international
website and staying. I began to maby almost 40%.
In closing, developing a strong bran
organization a recognizable image i
how important that is to every sing
fundraising, to collaborating with p
The hard work a good brand will d
brand equity and the amount of m
2012 - Marcie Lynnae Wagner. A
The written text, image, and multi
reproduced or distributed in any m
or citing the copyright source. All e
respective owners.
S! The last seven days have been trying, Im sure. I
ll you do, you must evaluate and track your outco
ss such as Google Alerts. Simply choose keywords
end a link to your email with any online news that
t you or reprinting articles or blogs you have poste
your renewed brand and online presence is driving
ools through Google called Google Analytics. You c
are easy to understand and will
your site, the total number of
he site without going past the
here your website traffic is
, Uganda), who it is
. Using Google Analytics, I
NGOs where visiting my
ket directly to NGOs. As a result, my international
d is hard work; it takes a lot of time and a commit
n the community. But you wouldnt be doing it if y
le aspect of a nonprofits activities, from bringing in
artners, to getting great board members and volun
for you is well worth the effort. Ultimately, its all
ney a donor will give just because its your brand.
ll rights reserved.
edia files on wagnerfundraising.com may not be c
anner without express written permission from the
ample ads, brands, images and trademarks are the
9
s important that
es. There are
ssociated with
as this keyword.
d online. With
more traffic to
an also use the
usiness went up
ent to giving your
u didnt realize
clients, to
eers on your side.
bout building
pied, printed,
copyright owner
property their