volunteermatch solutions bpn webinar: breakthrough nonprofit branding

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  1. 1. Breakthrough Nonprofit Branding: Strategies to Stand Out and Win VolunteersFebruary 22, 2012 Jocelyne Daw Co-Author, Breakthrough Nonprofit BrandingConfidential and Proprietary1
  2. 2. To Ask Questions Type questions into the box on the right side of the your screen Submit via Twitter to @VM_Solutions using #VMbpn We will pose questions at the end of the presentation A copy of the sides will be circulated after the event.Confidential and Proprietary2
  3. 3. VolunteerMatchBest Practice Network Webinar SeriesStrategies to Stand out and Win Volunteers Jocelyne Daw, Co-AuthorBreakthrough Nonprofit Branding
  4. 4. TODAYS AGENDA1. What is the latest thinking on branding for nonprofits?2. How are leading nonprofits using their brands to power extraordinary results?3. Why is branding critical for attracting and retaining the best volunteers?4. How you can use your brand to stand out and win volunteers for your organization? 4
  5. 5. Our Goal Increase Effectiveness and Impact Breakthrough Nonprofit Branding book Extensive research,11 case studies What does it take for a brand to power extraordinary results?5
  6. 6. What is a Brand?It is not the name, the tag line or pretty colors a brand is the set of expectations and beliefs the marketplace has about you.David PlacekCEO, Lexicon BrandingNatureBridge Board Member ReputationIdentityGoodwill 6
  11. 11. It makes an emotional and personal connection! BUILD A COMMUNITY11
  12. 12. MANAGED OR IGNORED? Every nonprofit organization,has a brand. Have you strategically definedyour brand value proposition? Is your brand managed orignored? Does your brand help driveyour volunteer engagement? 12
  14. 14. Breakthrough Nonprofit Branding Principles1. Discover authentic brand meaning2. Integrate brand meaning across the organization3. Rally internal brand ambassadors4. Mobilize external community (including volunteers) by connecting them to your brand5. Develop 360 brand communications (geared to volunteers)6. Cultivate partners based on brand alignment to extend reach & influence7. Leverage brand for alternative revenue and value 14
  15. 15. UNICEF Discovering Authentic Brand Meaning15
  16. 16. UNICEFs External Cluttered Market16
  17. 17. Brand TransformationWhatever it Takes to Save a Child. We spent two years defining the meaningof our brand and focus on childhood survival. We used the new focus as anenergy force, as a guide to everything we do.- Caryl Stern, President & CEOU.S. Fund for UNICEF
  18. 18. Discovering Your BRAND VALUE Proposition ENGAGE THE HANDSCONVINCE THE HEADActionableRational Invites people in Focused and distinctRelevant TOUCH THE HEART Emotional and personal Serves a higher purpose & cause 18
  19. 19. Power of Research: Insights into Action1. Discover and articulate org. leadership position2. Elevate to cause and outcomes (solve issues)3. Unifies focus to drive strategy4. Rally communities to accelerate impact19
  20. 20. A breakthrough brand has an Authentic brand meaning Base: Demonstrates what yourORGANIZATION does better thananyone else that delivers value Build: Serves a CAUSE and hastangible outcomes Breakthrough: Rallies internal &external COMMUNITYFRAMED If were serious about ending needless child deaths, it cant be about us.- Jay Aldous, CMO of UNICEF 20
  21. 21. College Forwards Brand EvolutionWe didnt give our brand much Our brand is not just a way tothought. It seemed good enough atcommunicate; its what we do, how first , but it didnt take long towe live and breathe within our realize that it was truly doing us a organization and engage ourdisservice. stakeholders at every touch point. - Lisa Fielder, Executive Director, College Forward 21
  22. 22. The Value of Introspection2006: $200,000 2010: $1.8 million 22
  23. 23. Breakthrough Brands Mobilize Volunteers STAND FOR SOMETHING AND PEOPLE STAND WITH YOU FOCUS: Stand for something that people care about, connect with RELEVANT: Make a personal and emotional connection ENGAGE: Invite people to be part of them and they become part of you. Join like minded community.
  24. 24. Brands Mobilizes External Community
  25. 25. Sub-Brands Drive SupportMaster BrandOverarchingBrand Platform Learn and LiveOverarching Women andHeart DiseaseAdults (35-54)Issue Stroke Heart Disease & StrokePhysical ActivityCauseStroke inChildhood Heart DiseaseFocusHeart Disease MinoritiesObesity& StrokeCauseSub-Brands
  26. 26. Marketing at Connecting with Focused, compelling, relevant Reframe, relevant issues Experience the brand Build a community around women and heart disease26
  27. 27. Community: Engage and Experience1. Cultivate a brand communityUnderstand your volunteers and engage around THEIR needsGive them something of practical valueDont ask, link them to brand in way meaningful to them2. Foster the communityProvide deeper experiencesShow how they are making a differenceMeet people where they are3. Grow the communityEmpower brand championsCreate truest sense of community by introducing them to othersOffer creative ways for them to be brand champions27
  28. 28. Rallies volunteer communityWe know our organization will only be successful if we engage acommunity of people who will join with us We invite them to be part ofus & aim to be part of them. A Cimolino, Stratford Shakespeare Festival
  29. 29. CULTIVATE A COMMUNITY OF VOLUNTEER ONWERSWe dont merely raise money for breast cancer, we empower women & givethem voice around the issue of breast cancer. We mobilize individuals to join us& be champions in their communities. Nancy Brinker, Founder, Susan G. Komen For the Cure
  30. 30. FOSTER AND GROW THE COMMUNITY Our philosophy is to be a catalyst to connect people to the brand in a way that isrelevant and meaningful to them. Susan Carter Johns, Susan G. Komen For The Cure
  31. 31. WHEN GOOD BRANDS FALTERKomen has lost sight of what made them a success their community.
  32. 32. Brand as a living value proposition Creates a sense of purpose Drives direction and higher performance Attracts, motivates and retains best staff/volunteers Deepens relationships with supporters Generates new supporters and resources Fosters innovation & impact Changes perceptions, reputation 32
  33. 33. TRADITIONALBRAND BREAKTHROUGH SHIFTLogo, look, lineWhat you stand forRaising funds Mission, vision, values inactionCampaignCommitmentOrganizationCause & higher purposeDeliver programsDeliver impactMarket at Connect withVolunteersCommunity of believersEmotional reactionShared valuesGive time Join usPower of a fewVoice of many33
  34. 34. Does your brand break through? United around clear leadership position Stand out as cause Articulate & demonstrate your value Foster loyal communities Accelerate social impact
  35. 35. Lets Continue the Journey!Visit: www.breakthroughnonprofitbranding.com First chapter of the book Recent Advancing Philanthropy ArticleInterview with authors Jocelyne S. Daw [email protected]:@jocelynedawBreakthrough Nonprofit Branding35Breakthroughnonprofitbranding.com
  36. 36. Stay InformedBlog (new look!):www.EngagingVolunteers.orgTwitter:@VolunteerMatchLearning Center:www.volunteermatch.org/nonprofits/learningcenter - Educational Webinars - Help Videos - ResourcesConfidential and Proprietary 36
  37. 37. Upcoming BPN Green The Team: How To Create A Healthier, Happier, More Profitable Workplace Through Effective Employee Engagement Programs Guest Speaker: Raphael Bemporad Founding Partner & Chief Strategy Officer BBMG Register: https://www1.gotomeeting.com/register/256398297 Wednesday February 29, 2012 10-11 a.m. PT (1-2 p.m. ET)Confidential and Proprietary 37