Thrivent Builds Publicity Training

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Thrivent Builds Publicity Training

• The Seven Steps
• To Building
• A Successful
• Brand

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Building brand a necessary evil?

• Marketing is often a dirty word for non-profits
• Following the laws of branding can build success
  for non-profits
• Raise more money
• Attract more volunteers
• Help more people

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Seven steps to building a successful brand

• 1. The name
• Thrivent Builds with Habitat for Humanity
• Jointly created by both host organizations
• Use full name on first reference, shorten on
  second

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• The spokespeople
• Very important for non-profits
• Their word is gospel
• Coaching with key messages and talking points is
  essential

Seven steps to building a successful brand

• Examples
• City mayor
• Habitat executive director
• Thrivent LCSS-TB

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• 3. The position
• Every brand needs a focus
• Help low-income families own simple, decent,
  affordable homes
• 3 million Thrivent Financial members and other
  Lutherans are volunteering and raising funds

Seven steps to building a successful brand
Example Thrivent Financial for Lutherans, its
members and Habitat for Humanity International
are joining together in an unprecedented alliance
that will put the faith of Lutherans and their
communities into action to partner with families
to help them achieve greater economic
independence by building and owning simple,
decent homes.
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• 4. The adversary
• Every strong brand needs an adversary
• Who is it?
• What do they stand for?
• Build brand opposite to adversary

Seven steps to building a successful brand

• Examples
• Lack of opportunity for low-income families to
  own decent housing
• Very large need for affordable housing
• Injustice of children living in substandard,
  unsafe housing

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• 5. PR, PR, PR
• Good public relations will build our brand
• Heighten affiliates visibility
• Increase RFO/Chapter visibility
• Remind viewers of alliance between Thrivent
  Financial and Habitat
• When messaging is right, everybody wins

Seven steps to building a successful brand

• Example
• One local news story can lead to others
• Build good reporter relationships, reuse
  background materials

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• 6. Events
• Every non-profit has events
• Choose a couple Thrivent Builds events and do
  them well
• Consider an annual event involving all Thrivent
  Builds projects

Seven steps to building a successful brand

• Example
• Media tour at end of construction season
• Invite media and key supporters for special tour
  of sites, interviews with spokespeople

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• 7. Logos and signage
• Logos are instantly recognizable
• Audience familiarity helps them relate to
  Thrivent Builds with Habitat for Humanity
• Proper signage on the build site is vital

Seven steps to building a successful brand
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Branding Tools Available

• Thrivent Builds Resources Web site
• www.thriventbuilds.com/resources
• Request a logo
• Find brand identity and publicity guidelines
• Get signage order form or artwork

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If you have questions about this training
Cheryl Winget (Habitat for Humanity
International) Media Relations Specialist Cheryl.w
inget_at_thrivent.com 612-340-5025 Minneapolis, MN
Nicole Doebert (Thrivent Financial for
Lutherans) Web Marketing Specialist Nicole.doebe
rt_at_thrivent.com 920-628-4403 Appleton, WI
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