Do your core messages strengthen your brand?
Can a nonprofit position itself as a brand? Just like that of Starbucks or McDonalds?
Absolutely, according to authors John A. Quelch and Nathalie Laidler-Kylander whose book The New Global Brands: Managing Non-Government Organizations in the 21st Century still guides nonprofits in their branding strategies. https://hbswk.hbs.edu/item/the-tricky-business-of-nonprofit-brands
It took me a minute to think of as well-known a brand as Starbucks in the nonprofit world, but I nodded in acknowledgement when the authors mentioned the American Red Cross (an internationally-known brand) and Habitat for Humanity.
At the time of publication, funding for nonprofits was becoming more competitive and corporate partnerships were seen as a viable option for new development dollars. It couldn’t be more true today, as nonprofits are called upon to pivot their strategies for delivering on their mission while at the same time, delivering more. We have all seen the television images of the long lines of cars, wrapping around city blocks waiting in queue to receive food shelf packages.
Nonprofits need resources to pivot and provide. But how do you stand out, when there are so many organizations actively working to support your community?
Branding becomes especially important when seeking corporate funding. Quelch and Laidler-Kylander refer to the co-branding opportunities of corporate sponsorship.
Companies are looking for the right fit in sponsorship packages. Sponsorship of an organization’s mission gives the corporate community a specific role to play in your efforts. Conversely, a sponsorship initiative allows leading community businesses to demonstrate their participation and investment in achieving your organization’s vision.
Many Blue Grotto clients are in the process of developing sponsorship relationships to support their development efforts. While working with clients on these new opportunities we find that an organization’s brand is a reflection of, an extension of, even the result of the organization’s culture and philosophies.
One important facet of a nonprofit’s branding and outreach is key messaging.
Key messaging helps an organization to:
Define what you know about yourselves
Understand how others perceive the organization
Articulate your best practices
Key messaging can be used to communicate and reinforce your brand to:
Staff and clients
Current and future board members
Partners and donors
Legislating or regulating
And even the community in which your nonprofit is delivering programming or services
Duplicating a consistent message is an important, but often elusive, element of a nonprofit communications and development strategy.
Consider how any one person’s description of your organization can affect another’s view of your nonprofit - the domino effect. Then imagine how that same person’s message, when consistent with the key messages of your organization’s values can be propagated over and over. Imagine further, the impact if everyone connected to your organization - your board, staff, and volunteers, your donors, even the media – were duplicating your key messages. Thus the branding process – full circle.
I would love to hear how your own messaging and communications reflect your organization’s culture and philosophies. Email me at yvonne@bluegrottoinc.com
Yvonne Hundshamer
President, Blue Grotto Inc.