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Breakthrough Nonprofit Branding: Strategies to Stand Out and Win Volunteers

February 22, 2012

Jocelyne Daw Co-Author, Breakthrough Nonprofit Branding

To Ask Questions

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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.

VolunteerMatch

Best Practice Network Webinar Series

Jocelyne Daw, Co-Author Breakthrough Nonprofit Branding

Strategies to Stand out and Win Volunteers

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1. 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?

TODAY’S AGENDA

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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?

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 Placek CEO, Lexicon Branding NatureBridge Board Member

Reputation Identity Goodwill

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CORPORATE SECTOR

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WHAT YOU STAND FOR

FOCUS LEADERSHIP POSITION

STAND OUT

DIFFERENTIATE

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It makes an emotional and personal connection! BUILD A COMMUNITY

MANAGED OR IGNORED? • Every nonprofit organization,

has a brand.

• Have you strategically defined your brand value proposition?

• Is your brand managed or ignored?

• Does your brand help drive your volunteer engagement?

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YOUR ROADMAP FOR SUCCESS

Breakthrough Nonprofit Branding Principles 1. Discover authentic brand meaning

2. Integrate brand meaning across the

organization

3. Rally internal brand ambassadors

4. Mobilize external community (including volunteers) by connecting them to your brand

5. Develop 360 brand communications (geared to volunteers)

6. Cultivate partners based on brand alignment to extend reach & influence

7. Leverage brand for alternative revenue and value

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UNICEF – Discovering Authentic Brand Meaning

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UNICEF’s External Cluttered Market

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Brand Transformation Whatever it Takes to Save a Child….

“We spent two years defining the meaning of our brand and focus on childhood survival. We used the new focus as an

energy force, as a guide to everything we do.”

- Caryl Stern, President & CEO

U.S. Fund for UNICEF

Discovering Your BRAND VALUE Proposition

CONVINCE THE HEAD Rational

Focused and distinct Relevant

TOUCH THE HEART Emotional and personal

Serves a higher purpose & cause

ENGAGE THE HANDS Actionable

Invites people in

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1. Discover and articulate org. leadership position

2. Elevate to cause and outcomes (solve issues)

3. Unifies focus to drive strategy

4. Rally communities to accelerate impact

Power of Research: Insights into Action

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A breakthrough brand has an Authentic brand meaning

• Base: Demonstrates what your ORGANIZATION does better than anyone else that delivers value

• Build: Serves a CAUSE and has tangible outcomes

• Breakthrough: Rallies internal & external COMMUNITY

“If we’re serious about ending needless child deaths, it can’t be about us.”

- Jay Aldous, CMO of UNICEF

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F R A M E D

“We didn’t give our brand much thought. It seemed good enough at

first , but it didn’t take long to realize that it was truly doing us a

disservice.”

“Our brand is not just a way to communicate; it’s what we do, how

we live and breathe within our organization and engage our

stakeholders at every touch point.” - Lisa Fielder, Executive Director, College Forward

College Forward’s Brand Evolution

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The Value of Introspection

2010: $1.8 million 2006: $200,000

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Breakthrough Brands Mobilize Volunteers

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.

STAND FOR SOMETHING AND PEOPLE STAND WITH YOU

Brands Mobilizes External Community

Heart Disease & Stroke

Sub-Brands Drive Support

Heart Disease & Stroke

Childhood Obesity

Overarching Issue

Cause Focus

Cause Sub-Brands

Women and Heart Disease

Stroke in Minorities

Master Brand

Overarching Brand Platform Learn and Live

Heart Disease

Stroke Adults (35-54) Physical Activity

Marketing at Connecting with

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•Focused, compelling, relevant •Reframe, relevant issues •Experience the brand Build a community around women and heart disease

1. Cultivate a brand community Understand your volunteers and engage around THEIR needs Give them something of practical value Don’t ask, link them to brand in way meaningful to them

2. Foster the community Provide deeper experiences Show how they are making a difference Meet people where they are

3. Grow the community Empower brand champions Create truest sense of community by introducing them to others Offer creative ways for them to be brand champions

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Community: Engage and Experience

“We know our organization will only be successful if we engage a community of people who will join with us… We invite them to be part of us & aim to be part of them.” – A Cimolino, Stratford Shakespeare Festival

Rallies volunteer community

CULTIVATE A COMMUNITY OF VOLUNTEER ONWERS

“We don’t merely raise money for breast cancer, we empower women & give them 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

FOSTER AND GROW THE COMMUNITY

“Our philosophy is to be a catalyst to connect people to the brand in a way that is relevant and meaningful to them.” – Susan Carter Johns, Susan G. Komen For The Cure

WHEN GOOD BRANDS FALTER

“Komen has lost sight of what made them a success – their community.”

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

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BRAND SHIFT TRADITIONAL BREAKTHROUGH Logo, look, line What you stand for Raising funds Mission, vision, values in

action Campaign Commitment Organization Cause & higher purpose Deliver programs Deliver impact Market at Connect with Volunteers Community of believers Emotional reaction Shared values Give time Join us Power of a few Voice of many

• United around clear leadership position

• Stand out as cause

• Articulate & demonstrate your value

• Foster loyal communities

• Accelerate social impact

Does your brand break through?

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Jocelyne S. Daw jocelyne@jsdaw.com

Twitter:@jocelynedaw

Let’s Continue the Journey! Visit: www.breakthroughnonprofitbranding.com

First chapter of the book Recent “Advancing Philanthropy” Article

Interview with authors

Breakthrough Nonprofit Branding Breakthroughnonprofitbranding.com

Stay Informed

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Upcoming BPN

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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)