CDR Fundraising Group gives you permission to make a single copy of this material for your own perso

1
CDR Fundraising Group gives you permission to
make a single copy of this material for your own
personal use. Additional copies of this material
may be made only with expressed and prior
authorization from CDR Fundraising Group.
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The NonprofitBranding Exercise

• Dr. Joel Zimmerman
• July 2007

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Topics

• Branding
• The branding exercise form
• Uses for the exercise
• The branding process
• Using the results

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Your Brand

• Is the stereotypical reaction people have to your
  organization
• Evokes (and answers questions)
• Information (what do I know about them?)
• Emotion (do I like them?) and
• Expectations (should I bother?)

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What Information, Emotion and Expectations?
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What Information, Emotion and Expectations?
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What Information, Emotion and Expectations?
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What Information, Emotion and Expectations?
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What Information, Emotion and Expectations?
SafeHouse Center is a non-profit organization
dedicated to ending domestic violence and sexual
assault in Washtenaw County, Michigan. SafeHouse
provides free and confidential services for any
person victimized that lives or works in
Washtenaw County. Our programs include
counseling, court accompaniment, information and
referrals, emergency shelter and personal
advocacy.
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Your Brand

• Sets you apart from other nonprofit organizations

The organizations stewardship of its funding is
noted throughout philanthropy 83 cents of every
dollar collected by the Army goes directly to
client service - among the highest percentages of
any non-profit in the world.
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Every Organization has One

• Can you have no brand?
• How did your organization gets its brand?
• Actively
• Passively

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Every Organization Has One
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Every Organization Has One
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Every Organization Has One
The SPAMMOBILETM is on a mission. A mission of
deliciousness. Traveling the world, handing out
free samples of SPAM, and making the world a
better place one bite of SPAM at a time. How
could so much love roll around on wheels? Well,
it usually starts with an old trolley car and a
whole lot of welding. Then we slap a yellow and
blue paint job on it, fill it with SPAM and an
electric griddle, and voila, we've got a
SPAMMOBILETM !
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How About Your Departments Brand?

• Each component of an organization has its own
  brand
• YOU have a brand!
• Apply these principles at all levels of your
  organization

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The Branding Exercise Form
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The Branding Concepts

• Core concepts for your stereotype
• Start with 1-6
• Should relate to your
  mission and vision
  statements but go
  beyond it
• What are the major, most immediate associations
  you are trying to build?

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The Branding Concept
The Mission Statement of the Salvation Army
USA The Salvation Army mission is to preach
the gospel of Jesus Christ and to meet human
needs in His name without discrimination.
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The Branding Concept
The brief review listed below will quickly show
the magnitude of the mission facing The Salvation
Army in communities throughout the United States.
Social Services Salvation Army social service
programs meet the basic needs of daily life for
those without the resources to do so
themselves. Youth Services The Salvation Army
has been serving America's youth for 125 years.
Each corps community center has religious and
character building programming for young people
such as Sunday school, troop programs, music
classes, athletics, arts and crafts, camping, and
familial services intended to help the parents
break the cycle of homelessness and crime so that
their children will have a brighter future.
Human and Sexual Trafficking The Salvation Army
is actively involved in fighting the
international crime of human and sexual
trafficking.
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The Audience that Values This

• Nonprofit audience is clients and donors
• Someone needs to
  see value in each of
  your branding
  concepts Who?
• This will tell you how to target your messages

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The Client Needs That You Meet

• What needs do you fulfill that bring you clients?
• What needs do
  you fulfill that
  inspire donors
  and volunteers?
• This helps you see how to pitch the message to
  your audiences

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The Client Needs That You Meet
The Salvation Army works every day to make life
better for countless people in your community.
Your gift can enable us to serve nutritious meals
to older adults, shelter homeless families, help
men overcome addictions, provide after-school
tutoring and recreation, and send inner-city
children to summer camp. If your concern is
global, you can contribute to Salvation Army
World Services which provides such programs as
HIV/AIDS clinics in Africa, homeless feeding
services in Russia, micro-enterprise development
in the Philippines, and homes for orphaned and
abandoned children in Mexico.
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What You Do to Deserve this Brand

• How do you walk
  the talk?
• Do the programs
  we operate track
  squarely with the
  concepts we are communicating?

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Prove It!

• Facts and figures
• Stories and anecdotes
• Processes and templates

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Prove It!
Mountain Gorillas Making a Comeback WWF-funded
census shows population on the rise A census of
mountain gorillas in the Virunga montane forests,
led by the WWF-funded International Gorilla
Conservation Program (IGCP), has recorded an
impressive 17 percent increase in the population
of this highly endangered great ape. The total of
380 mountain gorillas recorded -- up from the 324
counted more than a decade ago -- is an
indication of the remarkable results achieved
through the dedicated effort and sound
conservation initiatives of groups like WWF and
the IGCP.
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Prove It!
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Messaging for Each Concept

• Primary message
• Secondary messages

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Salvation Army Example

• Concept Actively involved in fighting the
  international crime of human and sexual
  trafficking.
• Main Message
• We exist to create and equip a new abolition
  movement for the eradication of sexual
  trafficking, protection of survivors, and
  prosecution of traffickers and exploiters.
• Secondary Message
• How You Can Help
• Help identify and refer victims
• Become a partner in existing anti-trafficking
  efforts
• Seek funding to support your anti-trafficking
  efforts
• Educate others

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Organizations Position Statement

• Place yourself in the publics consciousness
  relative to the rest of the world
• In specific, relative to your competition

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Organizations Position Statement
                                             
                                                  
              NYC Performing Arts Spaces is the
only nonprofit organization that focuses solely
on resolving performing artists' critical and
on-going need for rehearsal and performance
space.
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Collateral Branding Materials

• Some forms of information conveyance
• Booklets Pictures
• Brochures Statistics
• Presentations Sound clips
• Slogans White papers
• Logos News clips
• Editorial comments Songs
• Testimonials Appeals
• Theatrical plays Mascots

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Communications Media

• Channels
• TV, radio, print ads, word-of-mouth, street
  theater, Web, billboards, mail, etc.
• Specific carriers
• TV station, high school teens, FedEx, club
  magazines, news media, unions, etc.
• Timing
• Initial release, frequency, intervals, etc.

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Strengthening Strategies

• How will you create and sustain the brand?
• Based on all the input above
• what will you communicate to whom?
• in what ways will you do so?
• when and how frequently?
• how will you legitimize the message?
• what do you expect the result to be?

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What Use is All This?
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Brand a New Organization

• What should we do in the future?
• Identifying the branding concepts is a major
  challenge
• Most points on the
  exercise will be
  prescriptive rather
  than descriptive
• Prototype and test

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Audit the Brand

• Do you walk the talk?
• Branding concepts come from existing organization
  people and documents
• Cultural self identity
• Evidence comes from existing program artifacts
  and public perceptions
• Form information will be mostly descriptive

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Rebranding

• Hardest It incorporates both previous tasks
  (prescriptive and descriptive)
• For each item, need to separate
• What was originally intended
• What is currently the case
• What you want to change to
• You may need to overcome the
  old brand to create the new one

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Going Through theBranding Process
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Collect Information

• The competitive environment
• Other organizations in your space and their
  brands
• Your board, staff, donor and client ideas and
  desires
• Your organizations artifacts
• Peoples opinions

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Assemble the Right People

• A group to do the exercise
• With the authority to make decisions
• An independent group to review and comment on the
  results
• People who care
• People whose opinions
  will be respected

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Get a Facilitator

• A facilitator must care more about the process
  than the substance
• A facilitator equalizes the
  group
• A facilitator un-sticks the
  group from dead-ends

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Do the Exercise

• ½ day to 2 days more for a complex
  organization, or working through difficult
  concepts
• Item 1 (branding concepts) is often the hardest
  part
• Items 2-11 can be done by independent teams
  working in parallel

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Edit, Review, Re-edit

• Dress it up
  this is you!
• Get honest
  feedback the
  public doesnt pull punches
• Polish the final product

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Using the Results

• Apply the strategies
• Orient your board,
  staff and volunteers
• Internalize and
  institutionalize the brand
• Communicate the brand consistently and
  assertively

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Questions and Comments