build your non profit brand in just seven days

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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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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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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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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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

build your non profit brand in just seven days

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