connect audiences with your cause: how can branding benefit the benevolent
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Like this webinar? Vote for us! http://bit.ly/YYPETz Successful branding creates an emotional connection between your organization and your audiences. How can your nonprofit use branding and marketing methods and models to connect with audiences and advance your mission? Join us as we take a look behind the scenes of a recent social marketing campaign for the U.S. Committee for Refugees and Immigrants (USCRI), a 100-year-old humanitarian organization, to learn how they used branding techniques to triple their digital reach and engagement.TRANSCRIPT
CONNECT AUDIENCES WITH YOUR CAUSE How Can Branding Benefit the Benevolent? May 14, 2013
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LAURA KISAILUS
JENELLE ELI
1. 2. 3. How Can Branding Benefit the Benevolent?
What is a brand?
An emotional connection between your organization and your audiences.
I thought my logo was my brand.
Water break.
How does this picture make you feel?
And now?
U.S. Committee for Refugees and Immigrants
USCRI’S Goals
Raise organiza0on profile
Gain media exposure
Tell stories
Establish thought-‐leadership
Encourage online fundraising
BRAND DIRECT SOCIAL
Essence Expression Emo-on Experiences
Engagement Ac-on
Involvement Crea-ve
Experimental
So how can you unlock the fabric of your benevolent brand?
+ =
Shape the Story Define the Platforms Create the Content
Measure the Results
1. Shape the Story
Uncover and Define
Brand PlaLorm & Messaging
Organiza-onal Objec-ves
Market Landscape
Comparator Analysis
Brand Image
Audience Needs
Brand Personality
service-‐oriented
red old
ac0vists
voracity
tenacious
brave impar0al (poli0cally-‐balanced)
non-‐sectarian
human-‐focused
Messaging
Positioning
Interna-onal Domes-c
Harm
Home
Comparators
The Issues Program Success
The Human Story, The American Story
Migrants’ Achievements
Campaign Concept
Here for Good
Here for Good Meaningful. Conveys brand essence.
Flexible. Works across programs and the en0re brand.
Func-ons as a framework. Can contain many messages.
Timeless. 2013 and beyond.
Adaptable. Online, offline, and across social. #HereForGood
Emo-onal. Clear and powerful.
Mo-va-ng. Call to ac0on, posi0vely contagious.
Brand Image
Here for Good
2. Define the Platforms
USCRI’s Social Ecosystem
DC
1
5
6
4
3
2
2. Create the Content
Content Audit
Content Planning
Educa-onal Inspira-onal Engaging Call to ac-on
The Issues Graphics and stats showing numbers and concentra0on of refugees.
USCRI Program Success
% of self-‐sufficient within 180 days. Volunteer quota0ons.
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Migrant Stories
Cultural impact. Mentor stories.
Drawing parallels of historical immigra0on waves. Asking for par0cipa0on.
Types
Topics
USCRI Programs What we do. Where we work.
Cover photo Koula’s US map image being
designed for the annual report.
Images Organiza0onal facts displayed as infographics superimposed over
USCRI-‐provided images.
10,924
Content Creation
Content Curation
Tout.com/uscri
Measure the Results
USCRI’S Goals
Raise organiza0on profile
Gain media exposure
Tell stories
Establish thought-‐leadership
Encourage online fundraising
Multichannel Benefits
Results
RESULTS
The Issues: Hope, Courage
Migrant Stories I: Humanitarian
Quotes
USCRI Programs
Migrant Stories II: Immigra-on
Stories
The Issues II: Myths & Facts
