Consulting To Nonprofits: Brand Strategy

Like the for profit world, nonprofit organizations (NPOs) have felt their share of duress due to the current economic environment. More than 90% of all charitable giving in America is done by individuals, thus it comes as no surprise that when people have shrinking disposable incomes, contributions decline.*

NPOs Have Unique Challenges

Unlike for-profits, an NPO cannot arbitrarily increase its percentage of spending on advertising and marketing when times get rough. People give to an NPO expecting their money to impact mission critical topics and programs, not to be used to generate more revenue. An NPO is expected to keep the percentage of its revenue used to fund staff positions, marketing and non-program related expenses to a minimum. Failing to do so could adversely affect its ability to attract future contributions.

Today, an NPO needs to be wiser and more efficient than ever. Factors such as appealing to the public because you have a worthy mission; demonstrating that the people you serve have increasing needs, or doing good work are unlikely to separate an organization from all the other groups with their hand out. More than ever, an NPO must demonstrate value, return on investment, and above all else, differentiation from every other group out there that claims to perform a portion of the same mission. Brand consulting to an NPO requires a mix of skills including organizational development, business strategy, human resources, board and volunteer development, and of course, marketing.

Showing the Story Increases Public Awareness

Telling an organization’s story has become less effective. “Showing” is what moves people. Rather than telling the story of March of Dimes (MOD), those of us involved a few years ago in repositioning it focused on showing the results of wise investment in community programs, medical research, public and professional education. Showing mothers and their successful pregnancies through proper prenatal care helped to greatly increase the public’s awareness and understanding of MOD, resulting in more donations.

Working with the Alaska Wilderness League we adjusted its brand to better reflect how people living in the lower forty eight states were impacted by decisions made in Washington, DC relative to the use of land and resources in Alaska. The League dramatically increased not only its donor base and level of giving, but also drew more attention to its successful leadership of environmental issues and public policy on Capital Hill.

Enhance the Feeling of Personal Connection

To successfully brand an NPO it is critical the organization present itself in a manner that allows the target audience to say “I see me” and not merely applaud the good work being done. Whether as a recipient of services, helping to deliver services or programs, or taking action in some manner, people seldom want to give money to a cause where they do not feel a personal connection.

Among all the groups tasked with providing emergency services following Hurricane Katrina, only the American Red Cross (a volunteer driven aid organization) was recognized for performing up to expectations. The US government, state and municipal entities all fell short. Red Cross volunteers rushed to help, and other people identified with them, or were helped either directly or indirectly themselves. The Red Cross coffers grew as a result.

Finally, the National Family Caregivers Association, based in Maryland, made significant strides in distinguishing itself as one of the preeminent authorities on the subject of care giving in this country by shifting its strategy from merely supporting family caregivers to recognizing that nearly every adult American is, or has been a caregiver, will be a caregiver, or will be the one to whom family care is given.

* Giving USA, 2009