Agenda

• Defining personality• So what and who cares?• What do these websites “say?”• How to get a personality or change the one

you have• Key elements of personality-building• 5 key concepts to remember

What’s a personality?

Personalities are to people what brands are to organizations. They can be exciting or dull. Direct or obtuse. Smart or dumb.

So what and who cares?

A strong, differentiated, relevant brand can help you:– Attract more funding.– Attract the best talent.– Get the recognition you deserve.– Become more focused and effective.

News flash!

You already a personality.

Your brand is what people say about you when you’re not in the room.

Your brand is made up of lots of stuff but…

Your website is particularly important.

79% of Adults use the Internet!

Source: Pew Internet & American Life Project

81% of online adults “look for information online about a service or product they are thinking of buying

19% make a donation to charity online

Source: Pew Internet & American Life Project

What does your website say about you?

Care

Global Giving

Conservation International

ARC

Brown University

Keep Earth Beautiful

How to get a personality or change the one you’ve got.

Do an assessment.

– Who are we? – What are our values,

mission and vision?– What do we stand for?– Who do we serve?– What do they

need/want from us?– What do we do better

than anyone else?

Assess your competitors’ strengthens and weaknesses.

Yes, you have competitors.

Steal Shamelessly

What are your favorite organizations and why?

There are 3 key elements of personality-building - words,

images & you!

Words• Choose your name wisely

– Initialism = bad– Acronyms only if they make

sense, e.g. MADD

• Use friendly fonts– Arial, Verdana for Web

• Write good copy– Active vs. passive tense– Tell stories– Use proper grammar– Edit, edit and edit some more!

Images

• Use beautiful photos – EVERYWHERE– Flickr.com– Google Images

• Get a logo that makes sense– Less is always more

• Design for your audience, not for yourself!

You

Your organization will be judged by the “color its’ skin” but you will also be judged by the content of your character.

Let’s recap

Key concept #1 – You already have a brand. This is your face to the world. Your job is to build it, manage and protect it.

Key concept #2 – Websites are really important.

Key concept #3 – Brand building involves assessing the whole of your organization and the environment in which your work.

Key concept #4 – Design for your audience because beauty is in the eye of the beholder.

Key concept #5 – You will be judged by the “color of your skin” but you will also be judged by the content of your character.

Connect with me!

Jocelyn HarmonDirector of Business Development

Triplex InteractiveOffice: 202-973-5410

Email: Jocelyn.harmon@emailforimpact.comWeb: www.emailforimpact.com

Blog: www.marketingfornonprofits.orgTwitter: @jocelynharmon