How to Make Your Nonprofit Brand Stand Out
The world of non-profits has changed and with the growth of social media it’s become both easier and more challenging to market your group. You’re no longer competing again long established non-profit organizations; you’re also competing with individual fundraising resources like gofundmne.com pages and requests on social media for support in cause-related marathons etc.
The key to breaking through will come down marketing and better branding. This doesn’t mean the colorful logo, slogan or even the Instagram worthy pictures. It means the fundamental story you are telling. This includes who you serve, what you promise and how you’re different.
YOUR BRAND IS THE EXPERIENCE YOU CREATE
The word branding is thrown around a lot in the marketing world. People tend to limit their definition to logo, name and website, especially when it comes to organizations. Although these are important, the real value of a brand is the experience you create. How you make people feel. It’s this relationship that creates long term brand ambassadors while they talk about about you to their friends, family and social media. So ask yourself, how can you provide a better experience to your community? Not just easier ways to donate, but in all aspects of the brand journey.
STOP TRYING TO BRAND YOURSELF LIKE EVERYONE ELSE!
If you printed out the sites and organizations in your sector and covered their names and logos, would you know it was? Probably not. So many non-profits spend too much time trying to look “legitimate” that they end up with the same words, ideas and imagery as everyone else. The problem then is that your message won’t come through and will just blur with everyone else in your sector.
YOUR BRAND AS A DECISION MAKER
So many times, in an effort to please everyone, or to hop on to new ideas that are trending, organizations will take on too many initiatives. Just like an business, it’s better to be good at one thing than mediocre at many. What happens is that websites become overwhelming and social media confusing with mixed messages and a slew of programs. Many organizations have awesome ideas, but what makes them successful is their ability to bring the idea to life and especially into the community they serve. Identifying your brand twist can help you say yes to the right opportunities and stay focused. But most importantly, it can help you say no when necessary to ideas that distract you from your core message.
MAKE SURE THE ORGANIZATION ALIGNS WITH YOUR BRAND
A clear brand TWIST is also critical for internal alignment and guiding behaviors. Writing and sharing your TWIST within your organization helps ensure everyone from the Executive Director to the part-time helper is presenting a unified vision of the brand. Your employees and volunteers should be able to answer the question, “What does your organization do?” highlighting your unique TWIST.
So, do you have an idea for a non-profit or family foundation you’d like to get started? We’ve had years of experience helping people set up organizations they’re proud of. Contact us and let us get you started with the Bridged Agency.