Your Nonprofit's Face

Agenda
Defining personality
So what and who cares?
What do these websites “say?”
How to get a personality or change the one you have
Key elements of personality-building
5 key concepts to remember

What’s a personality?
Personalities are to people what brands are to organizations. They can be exciting or dull. Direct or obtuse. Smart or dumb.

So what and who cares?
A strong, differentiated, relevant brand can help you:
Attract more funding .
Attract the best talent .
Get the recognition you deserve .
Become more focused and effective .

News flash!
You already a personality.
Your brand is what people say about you when you’re not in the room.

Your brand is made up of lots of stuff but…
Your website is particularly important.

79% of Adults use the Internet!
Source: Pew Internet & American Life Project

81% of online adults “look for information online about a service or product they are thinking of buying
19% make a donation to charity online
Source: Pew Internet & American Life Project

What does your website say about you?

Global Giving

Conservation International

Brown University

Keep Earth Beautiful

How to get a personality or change the one you’ve got.

Do an assessment.
Who are we?
What are our values, mission and vision?
What do we stand for?
Who do we serve?
What do they need/want from us?
What do we do better than anyone else?

Assess your competitors’ strengthens and weaknesses.
Yes, you have competitors.

Steal Shamelessly
What are your favorite organizations and why?

There are 3 key elements of personality-building - words, images & you!

Words
Choose your name wisely
Initialism = bad
Acronyms only if they make sense, e.g. MADD
Use friendly fonts
Arial, Verdana for Web
Write good copy
Active vs. passive tense
Tell stories
Use proper grammar
Edit, edit and edit some more!

Images
Use beautiful photos – EVERYWHERE
Flickr.com
Google Images
Get a logo that makes sense
Less is always more
Design for your audience, not for yourself!

You
Your organization will be judged by the “color its’ skin” but you will also be judged by the content of your character .

Let’s recap
Key concept #1 – You already have a brand . This is your face to the world. Your job is to build it, manage and protect it.
Key concept #2 – Websites are really important.
Key concept #3 – Brand building involves assessing the whole of your organization and the environment in which your work.

Key concept #4 – Design for your audience because beauty is in the eye of the beholder .
Key concept #5 – You will be judged by the “color of your skin” but you will also be judged by the content of your character .

Connect with me!
Jocelyn Harmon
Director of Business Development
Triplex Interactive
Office: 202-973-5410
Email: Jocelyn.harmon@emailforimpact.com
Web: www.emailforimpact.com
Blog: www.marketingfornonprofits.org
Twitter: @jocelynharmon

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Your Nonprofit's Face

by JocelynCHarmon on Aug 19, 2009

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Your Nonprofit’s Face — Presentation Transcript