Nonprofit Branding Demystified

Turnbull Marketing Group Helping nonproﬁts help others.

Turnbull Marketing Group Helping nonprofits help others.

What do I know? Turnbull Marketing Group Helping nonprofits help others.

What do I know? • President of Turnbull Marketing Group, a (very) small company dedicated to helping nonproﬁts help others. • Born and raised on the mission ﬁeld in Haiti. • Hold a BA in Spanish and Journalism from Wake Forest University and an MA in Latin American and Caribbean Studies from Florida International University. • Worked as a writer in the award-winning Creative Department at Food For The Poor, the nation’s largest international charity. • Love traveling and getting my hands dirty. Throw in some Spanish, add a little coffee, and you have one happy lady. Turnbull Marketing Group Helping nonprofits help others.

What We’ll Cover Turnbull Marketing Group Helping nonprofits help others.

What We’ll Cover • Who cares? Turnbull Marketing Group Helping nonprofits help others.

What We’ll Cover • Who cares? • What is a “brand” anyway? Turnbull Marketing Group Helping nonprofits help others.

What We’ll Cover • Who cares? • What is a “brand” anyway? • Image is only skin deep Turnbull Marketing Group Helping nonprofits help others.

What We’ll Cover • Who cares? • What is a “brand” anyway? • Image is only skin deep • Your logo is not a brand Turnbull Marketing Group Helping nonprofits help others.

What We’ll Cover • Who cares? • What is a “brand” anyway? • Image is only skin deep • Your logo is not a brand • Talk amongst yourselves (break time) Turnbull Marketing Group Helping nonprofits help others.

What We’ll Cover • Who cares? • What is a “brand” anyway? • Image is only skin deep • Your logo is not a brand • Talk amongst yourselves (break time) • Finding your nonproﬁt brand Turnbull Marketing Group Helping nonprofits help others.

Who cares? Turnbull Marketing Group Helping nonprofits help others.

Who cares? • Everyone with money to give. And that means that you care, too. Turnbull Marketing Group Helping nonprofits help others.

Who cares? • Everyone with money to give. And that means that you care, too. • Fewer charity dollars going around means that you have to step up your game and make your mission relevant to your donors. Turnbull Marketing Group Helping nonprofits help others.

Who cares? • Everyone with money to give. And that means that you care, too. • Fewer charity dollars going around means that you have to step up your game and make your mission relevant to your donors. • If you don’t set your brand, others will set it for you. Turnbull Marketing Group Helping nonprofits help others.

What is a brand anyway? Turnbull Marketing Group Helping nonprofits help others.

What is a brand anyway? A feeling. Turnbull Marketing Group Helping nonprofits help others.

What is a brand anyway? Turnbull Marketing Group Helping nonprofits help others.

What is a brand anyway? • Your brand is your personality. Turnbull Marketing Group Helping nonprofits help others.

What is a brand anyway? • Your brand is your personality. • The feeling that people get when they interact with your nonproﬁt. Turnbull Marketing Group Helping nonprofits help others.

What is a brand anyway? • Your brand is your personality. • The feeling that people get when they interact with your nonproﬁt. • Your brand is everything you do: Turnbull Marketing Group Helping nonprofits help others.

What is a brand anyway? • Your brand is your personality. • The feeling that people get when they interact with your nonproﬁt. • Your brand is everything you do: • how you answer the phone, Turnbull Marketing Group Helping nonprofits help others.

What is a brand anyway? • Your brand is your personality. • The feeling that people get when they interact with your nonproﬁt. • Your brand is everything you do: • how you answer the phone, • the voicemail message people get (or don't get), Turnbull Marketing Group Helping nonprofits help others.

What is a brand anyway? • Your brand is your personality. • The feeling that people get when they interact with your nonproﬁt. • Your brand is everything you do: • how you answer the phone, • the voicemail message people get (or don't get), • your ofﬁce's receiving area, Turnbull Marketing Group Helping nonprofits help others.

What is a brand anyway? • Your brand is your personality. • The feeling that people get when they interact with your nonproﬁt. • Your brand is everything you do: • how you answer the phone, • the voicemail message people get (or don't get), • your ofﬁce's receiving area, • the interaction with your board members, Turnbull Marketing Group Helping nonprofits help others.

What is a brand anyway? • Your brand is your personality. • The feeling that people get when they interact with your nonproﬁt. • Your brand is everything you do: • how you answer the phone, • the voicemail message people get (or don't get), • your ofﬁce's receiving area, • the interaction with your board members, • conversations with your target audience, Turnbull Marketing Group Helping nonprofits help others.

What is a brand anyway? • Your brand is your personality. • The feeling that people get when they interact with your nonproﬁt. • Your brand is everything you do: • how you answer the phone, • the voicemail message people get (or don't get), • your ofﬁce's receiving area, • the interaction with your board members, • conversations with your target audience, • volunteer experience Turnbull Marketing Group Helping nonprofits help others.

Feelings Matter Turnbull Marketing Group Helping nonprofits help others.

Feelings Matter • Think of two people you know. Turnbull Marketing Group Helping nonprofits help others.

Feelings Matter • Think of two people you know. • One who is exceedingly pleasant to be around. You feel rejuvenated every time the two of you are together. Turnbull Marketing Group Helping nonprofits help others.

Feelings Matter • Think of two people you know. • One who is exceedingly pleasant to be around. You feel rejuvenated every time the two of you are together. • The other is obnoxious, draining, and brings you down. You dread your next meeting. Turnbull Marketing Group Helping nonprofits help others.

Feelings Matter • Think of two people you know. • One who is exceedingly pleasant to be around. You feel rejuvenated every time the two of you are together. • The other is obnoxious, draining, and brings you down. You dread your next meeting. • Translate that to the nonproﬁt sector. Turnbull Marketing Group Helping nonprofits help others.

Feelings Matter • Think of two people you know. • One who is exceedingly pleasant to be around. You feel rejuvenated every time the two of you are together. • The other is obnoxious, draining, and brings you down. You dread your next meeting. • Translate that to the nonproﬁt sector. • How do you want people to feel after investing time and money into your mission? Turnbull Marketing Group Helping nonprofits help others.

Feelings Matter • Think of two people you know. • One who is exceedingly pleasant to be around. You feel rejuvenated every time the two of you are together. • The other is obnoxious, draining, and brings you down. You dread your next meeting. • Translate that to the nonproﬁt sector. • How do you want people to feel after investing time and money into your mission? • If you don't work to create a positive brand, you'll lose the people power behind your nonproﬁt. Turnbull Marketing Group Helping nonprofits help others.

Your Turn Turnbull Marketing Group Helping nonprofits help others.

Your Turn • How do you want people to feel when they interact with your nonprofit (in person, online or in print)? • Pair off with the person next to you. • Briefly introduce yourselves and your nonprofits to one another. (2 minutes each) • Come up with a list of 5 adjectives that you believe people should feel when they interact with each nonprofit. Turnbull Marketing Group Helping nonprofits help others.

A Brand is a Feeling Turnbull Marketing Group Helping nonprofits help others.

A Brand is a Feeling A few case studies. Turnbull Marketing Group Helping nonprofits help others.

SIDS America is... Turnbull Marketing Group Helping nonprofits help others.

SIDS America is... A resource for families Turnbull Marketing Group Helping nonprofits help others.

CAN-TR is... Turnbull Marketing Group Helping nonprofits help others.

CAN-TR is... A place where kids CAN Turnbull Marketing Group Helping nonprofits help others.

Komen for the Cure is... Turnbull Marketing Group Helping nonprofits help others.

Komen for the Cure is... A way of life. Turnbull Marketing Group Helping nonprofits help others.

Komen for the Cure is... Turnbull Marketing Group Helping nonprofits help others.

Komen for the Cure is... Uh-oh. Turnbull Marketing Group Helping nonprofits help others.

When Branding Goes Bust Turnbull Marketing Group Helping nonprofits help others.

When Branding Goes Bust • Design is right on-brand. Turnbull Marketing Group Helping nonprofits help others.

When Branding Goes Bust • Design is right on-brand. • But does it feel right? Turnbull Marketing Group Helping nonprofits help others.

When Branding Goes Bust • Design is right on-brand. • But does it feel right? • What’s the problem? Turnbull Marketing Group Helping nonprofits help others.

When Branding Goes Bust • Design is right on-brand. • But does it feel right? • What’s the problem? • Disconnect between the mission and the campaign Turnbull Marketing Group Helping nonprofits help others.

When Branding Goes Bust • Design is right on-brand. • But does it feel right? • What’s the problem? • Disconnect between the mission and the campaign • Your brand is part of your mission, your promise to your supporters. Turnbull Marketing Group Helping nonprofits help others.

When Branding Goes Bust • Design is right on-brand. • But does it feel right? • What’s the problem? • Disconnect between the mission and the campaign • Your brand is part of your mission, your promise to your supporters. • “Authenticity is a prerequisite for successful branding. Komen has been trusted as a force for improving women’s health and, on its website, touts its #1 spot in the Harris poll for most-valued brand. But this deal shows that it can’t be trusted as such (or else it just made a huge mistake, and better rethink its decision making). Either way, it’ll be a long time before a lot of us will believe in Komen again. Brand gone bust!” ~ Nancy Schwartz, “How a Nonproﬁt Brand Goes Bust," Getting Attention Blog Turnbull Marketing Group Helping nonprofits help others.

Let’s see some samples! Turnbull Marketing Group Helping nonprofits help others.

Let’s see some samples! • How do you feel when you see this? Turnbull Marketing Group Helping nonprofits help others.

Let’s see some samples! • How do you feel when you see this? • Do the adjectives you’re hearing match up with the list you have? Turnbull Marketing Group Helping nonprofits help others.

Image is Only Skin Deep Turnbull Marketing Group Helping nonprofits help others.

Image is Only Skin Deep • Values? or Brands? Turnbull Marketing Group Helping nonprofits help others.

Image is Only Skin Deep • Values? or Brands? • Wrong question. Turnbull Marketing Group Helping nonprofits help others.

Image is Only Skin Deep • Values? or Brands? • Wrong question. • Your values are your brand. Turnbull Marketing Group Helping nonprofits help others.

Image is Only Skin Deep • Values? or Brands? • Wrong question. • Your values are your brand. • Branding starts on the inside with your relationships, services, & effectiveness. Turnbull Marketing Group Helping nonprofits help others.

Image is Only Skin Deep • Values? or Brands? • Wrong question. • Your values are your brand. • Branding starts on the inside with your relationships, services, & effectiveness. • Your image should reﬂect these values naturally. Turnbull Marketing Group Helping nonprofits help others.

Image is Only Skin Deep • Values? or Brands? • Wrong question. • Your values are your brand. • Branding starts on the inside with your relationships, services, & effectiveness. • Your image should reﬂect these values naturally. • Invest ﬁrst in an extraordinary execution of your mission. Then invest in the promotion of your extraordinality. Turnbull Marketing Group Helping nonprofits help others.

How is branding different for nonprofits? Turnbull Marketing Group Helping nonprofits help others.

How is branding different for nonprofits? • It’s not. Turnbull Marketing Group Helping nonprofits help others.

How is branding different for nonprofits? • It’s not. • Most for-proﬁt branding is just incomplete. Turnbull Marketing Group Helping nonprofits help others.

How is branding different for nonprofits? • It’s not. • Most for-proﬁt branding is just incomplete. • Remember, your values are your brand. Turnbull Marketing Group Helping nonprofits help others.

How is branding different for nonprofits? • It’s not. • Most for-proﬁt branding is just incomplete. • Remember, your values are your brand. • Branding should must be mission-centered. Turnbull Marketing Group Helping nonprofits help others.

Your logo is not your brand Tools vs. Goals Turnbull Marketing Group Helping nonprofits help others.

Your logo is not your brand Tools vs. Goals • Your brand’s goals are articulations of: Turnbull Marketing Group Helping nonprofits help others.

Your logo is not your brand Tools vs. Goals • Your brand’s goals are articulations of: • your mission, Turnbull Marketing Group Helping nonprofits help others.

Your logo is not your brand Tools vs. Goals • Your brand’s goals are articulations of: • your mission, • your adjectives list, Turnbull Marketing Group Helping nonprofits help others.

Your logo is not your brand Tools vs. Goals • Your brand’s goals are articulations of: • your mission, • your adjectives list, • what you want to accomplish Turnbull Marketing Group Helping nonprofits help others.

Your logo is not your brand Tools vs. Goals • Your brand’s goals are articulations of: • Not: • your mission, • your adjectives list, • what you want to accomplish Turnbull Marketing Group Helping nonprofits help others.

Your logo is not your brand Tools vs. Goals • Your brand’s goals are articulations of: • Not: • your mission, • your font choices, • your adjectives list, • what you want to accomplish Turnbull Marketing Group Helping nonprofits help others.

Your logo is not your brand Tools vs. Goals • Your brand’s goals are articulations of: • Not: • your mission, • your font choices, • your adjectives list, • vocabulary, • what you want to accomplish Turnbull Marketing Group Helping nonprofits help others.

Your logo is not your brand Tools vs. Goals • Your brand’s goals are articulations of: • Not: • your mission, • your font choices, • your adjectives list, • vocabulary, • what you want to accomplish • brochures, Turnbull Marketing Group Helping nonprofits help others.

Your logo is not your brand Tools vs. Goals • Your brand’s goals are articulations of: • Not: • your mission, • your font choices, • your adjectives list, • vocabulary, • what you want to accomplish • brochures, • photos, Turnbull Marketing Group Helping nonprofits help others.

Your logo is not your brand Tools vs. Goals • Your brand’s goals are articulations of: • Not: • your mission, • your font choices, • your adjectives list, • vocabulary, • what you want to accomplish • brochures, • photos, • any other physical design element Turnbull Marketing Group Helping nonprofits help others.

Setting Goals Turnbull Marketing Group Helping nonprofits help others.

Setting Goals • What are you trying to accomplish? Turnbull Marketing Group Helping nonprofits help others.

Setting Goals • What are you trying to accomplish? • What do you need? Is it more money, more volunteers, raising awareness? Turnbull Marketing Group Helping nonprofits help others.

Setting Goals • What are you trying to accomplish? • What do you need? Is it more money, more volunteers, raising awareness? • Deﬁne your strategies. Turnbull Marketing Group Helping nonprofits help others.

Setting Goals • What are you trying to accomplish? • What do you need? Is it more money, more volunteers, raising awareness? • Deﬁne your strategies. • How do you want to reach your goals? Turnbull Marketing Group Helping nonprofits help others.

Setting Goals • What are you trying to accomplish? • What do you need? Is it more money, more volunteers, raising awareness? • Deﬁne your strategies. • How do you want to reach your goals? • What do you need to focus on to reach your goals? Turnbull Marketing Group Helping nonprofits help others.

Choosing the Right Tools Turnbull Marketing Group Helping nonprofits help others.

Choosing the Right Tools • Build your Brand around your goals Turnbull Marketing Group Helping nonprofits help others.

Choosing the Right Tools • Build your Brand around your goals • Pick your tools to suit your strategies. Not the other way around. Turnbull Marketing Group Helping nonprofits help others.

Choosing the Right Tools • Build your Brand around your goals • Pick your tools to suit your strategies. Not the other way around. • A website is a tool, not a strategy. Turnbull Marketing Group Helping nonprofits help others.

Choosing the Right Tools • Build your Brand around your goals • Pick your tools to suit your strategies. Not the other way around. • A website is a tool, not a strategy. • Social media is a tool, not a strategy. Turnbull Marketing Group Helping nonprofits help others.

Choosing the Right Tools • Build your Brand around your goals • Pick your tools to suit your strategies. Not the other way around. • A website is a tool, not a strategy. • Social media is a tool, not a strategy. • Your logo is a tool, not a strategy. Turnbull Marketing Group Helping nonprofits help others.

Choosing the Right Tools • Build your Brand around your goals • What tools help create your brand? • Pick your tools to suit your strategies. Not the other way around. • A website is a tool, not a strategy. • Social media is a tool, not a strategy. • Your logo is a tool, not a strategy. Turnbull Marketing Group Helping nonprofits help others.

Choosing the Right Tools • Build your Brand around your goals • What tools help create your brand? • Pick your tools to suit your • Self-deﬁning logo strategies. Not the other way around. • A website is a tool, not a strategy. • Social media is a tool, not a strategy. • Your logo is a tool, not a strategy. Turnbull Marketing Group Helping nonprofits help others.

Choosing the Right Tools • Build your Brand around your goals • What tools help create your brand? • Pick your tools to suit your • Self-deﬁning logo strategies. Not the other way around. • Clear tagline • A website is a tool, not a strategy. • Social media is a tool, not a strategy. • Your logo is a tool, not a strategy. Turnbull Marketing Group Helping nonprofits help others.

Choosing the Right Tools • Build your Brand around your goals • What tools help create your brand? • Pick your tools to suit your • Self-deﬁning logo strategies. Not the other way around. • Clear tagline • A website is a tool, not a strategy. • Appropriate fonts • Social media is a tool, not a strategy. • Your logo is a tool, not a strategy. Turnbull Marketing Group Helping nonprofits help others.

Choosing the Right Tools • Build your Brand around your goals • What tools help create your brand? • Pick your tools to suit your • Self-deﬁning logo strategies. Not the other way around. • Clear tagline • A website is a tool, not a strategy. • Appropriate fonts • Social media is a tool, not a strategy. • Tone of your copy • Your logo is a tool, not a strategy. Turnbull Marketing Group Helping nonprofits help others.

Choosing the Right Tools • Build your Brand around your goals • What tools help create your brand? • Pick your tools to suit your • Self-deﬁning logo strategies. Not the other way around. • Clear tagline • A website is a tool, not a strategy. • Appropriate fonts • Social media is a tool, not a strategy. • Tone of your copy • Your logo is a tool, not a strategy. • Design and quality of materials Turnbull Marketing Group Helping nonprofits help others.

Choosing the Right Tools • Build your Brand around your goals • What tools help create your brand? • Pick your tools to suit your • Self-deﬁning logo strategies. Not the other way around. • Clear tagline • A website is a tool, not a strategy. • Appropriate fonts • Social media is a tool, not a strategy. • Tone of your copy • Your logo is a tool, not a strategy. • Design and quality of materials • Social Media tools Turnbull Marketing Group Helping nonprofits help others.

Choosing the Right Tools • Build your Brand around your goals • What tools help create your brand? • Pick your tools to suit your • Self-deﬁning logo strategies. Not the other way around. • Clear tagline • A website is a tool, not a strategy. • Appropriate fonts • Social media is a tool, not a strategy. • Tone of your copy • Your logo is a tool, not a strategy. • Design and quality of materials • Social Media tools • Business partnerships Turnbull Marketing Group Helping nonprofits help others.

Skin Deep Matters Turnbull Marketing Group Helping nonprofits help others.

Skin Deep Matters • People's clothing and accessories provide an insight into their personality. Turnbull Marketing Group Helping nonprofits help others.

Skin Deep Matters • People's clothing and accessories provide an insight into their personality. • It's a tool to communicate a feeling. Turnbull Marketing Group Helping nonprofits help others.

Skin Deep Matters • People's clothing and accessories provide an insight into their personality. • It's a tool to communicate a feeling. • It's not the goal of the person's existence (at least we hope not). Turnbull Marketing Group Helping nonprofits help others.

Skin Deep Matters • People's clothing and accessories provide an insight into their personality. • It's a tool to communicate a feeling. • It's not the goal of the person's existence (at least we hope not). • You can appreciate many kinds of people. Turnbull Marketing Group Helping nonprofits help others.

Skin Deep Matters • People's clothing and accessories provide an insight into their personality. • It's a tool to communicate a feeling. • It's not the goal of the person's existence (at least we hope not). • You can appreciate many kinds of people. • You’re drawn more to some than others. Turnbull Marketing Group Helping nonprofits help others.

Skin Deep Matters • People's clothing and accessories provide an insight into their personality. • It's a tool to communicate a feeling. • It's not the goal of the person's existence (at least we hope not). • You can appreciate many kinds of people. • You’re drawn more to some than others. • The same applies to your nonproﬁt. Turnbull Marketing Group Helping nonprofits help others.

Skin Deep Matters • People's clothing and accessories provide an insight into their personality. • It's a tool to communicate a feeling. • It's not the goal of the person's existence (at least we hope not). • You can appreciate many kinds of people. • You’re drawn more to some than others. • The same applies to your nonproﬁt. • A Nonproﬁt's clothing consists of its visual materials in print and online. Turnbull Marketing Group Helping nonprofits help others.

Skin Deep Matters Turnbull Marketing Group Helping nonprofits help others.

Skin Deep Matters • A few design tips: Turnbull Marketing Group Helping nonprofits help others.

Skin Deep Matters • A few design tips: • Consistency lends credibility. Turnbull Marketing Group Helping nonprofits help others.

Skin Deep Matters • A few design tips: • Consistency lends credibility. • For a happy budget, choose classic over trendy. Turnbull Marketing Group Helping nonprofits help others.

Skin Deep Matters • A few design tips: • Consistency lends credibility. • For a happy budget, choose classic over trendy. • Less really is more. Turnbull Marketing Group Helping nonprofits help others.

Skin Deep Matters • A few design tips: • Consistency lends credibility. • For a happy budget, choose classic over trendy. • Less really is more. • Show who you are. Turnbull Marketing Group Helping nonprofits help others.

Skin Deep Matters • A few design tips: • Consistency lends credibility. • For a happy budget, choose classic over trendy. • Less really is more. • Show who you are. • Be self-deﬁning. Turnbull Marketing Group Helping nonprofits help others.

Talk Amongst Yourselves Take a Break Turnbull Marketing Group Helping nonprofits help others.

Finding Your Brand Turnbull Marketing Group Helping nonprofits help others.

Finding Your Brand • Who do You want to be? Turnbull Marketing Group Helping nonprofits help others.

Finding Your Brand • Who do You want to be? • Deﬁne Yourselves in 20 minutes or less. Turnbull Marketing Group Helping nonprofits help others.

Finding Your Brand • Who do You want to be? • Deﬁne Yourselves in 20 minutes or less. • Break into groups of 5. Turnbull Marketing Group Helping nonprofits help others.

Finding Your Brand • Who do You want to be? • Deﬁne Yourselves in 20 minutes or less. • Break into groups of 5. • Pick one of the represented nonproﬁts to focus on. Turnbull Marketing Group Helping nonprofits help others.

Finding Your Brand • Who do You want to be? • Deﬁne Yourselves in 20 minutes or less. • Break into groups of 5. • Pick one of the represented nonproﬁts to focus on. • Review the adjectives. Turnbull Marketing Group Helping nonprofits help others.

Finding Your Brand • Who do You want to be? • Deﬁne Yourselves in 20 minutes or less. • Break into groups of 5. • Pick one of the represented nonproﬁts to focus on. • Review the adjectives. • Identify the goals. Turnbull Marketing Group Helping nonprofits help others.

Finding Your Brand • Who do You want to be? • Define Yourselves in 20 minutes or less. • Break into groups of 5. • Pick one of the represented nonprofits to focus on. • Review the adjectives. • Identify the goals. • Define the strategy. Turnbull Marketing Group Helping nonprofits help others.

Finding Your Brand • Who do You want to be? • Define Yourselves in 20 minutes or less. • Break into groups of 5. • Pick one of the represented nonprofits to focus on. • Review the adjectives. • Identify the goals. • Define the strategy. • Choose the tools. Turnbull Marketing Group Helping nonprofits help others.

Finding Your Brand • Who do You want to be? • Define Yourselves in 20 minutes or less. • Break into groups of 5. • Pick one of the represented nonprofits to focus on. • Review the adjectives. • Identify the goals. • Define the strategy. • Choose the tools. • List some design suggestions. Turnbull Marketing Group Helping nonprofits help others.

Finding Your Brand • Who do You want to be? • Define Yourselves in 20 minutes or less. • Break into groups of 5. • Pick one of the represented nonprofits to focus on. • Review the adjectives. • Identify the goals. • Define the strategy. • Choose the tools. • List some design suggestions. • What are you doing right? What needs to change? Turnbull Marketing Group Helping nonprofits help others.

Supporting Your Brand Turnbull Marketing Group Helping nonprofits help others.

Supporting Your Brand • Mission experience. How do your constituents feel after interacting with you? Turnbull Marketing Group Helping nonprofits help others.

Supporting Your Brand • Mission experience. How do your constituents feel after interacting with you? • Donor/Volunteer experience. How do your donors/volunteers feel after giving? Turnbull Marketing Group Helping nonprofits help others.

Supporting Your Brand • Mission experience. How do your constituents feel after interacting with you? • Donor/Volunteer experience. How do your donors/volunteers feel after giving? • Thank you. Thank you. Thank you. Turnbull Marketing Group Helping nonprofits help others.

Supporting Your Brand • Mission experience. How do your constituents feel after interacting with you? • Donor/Volunteer experience. How do your donors/volunteers feel after giving? • Thank you. Thank you. Thank you. • Offer supporting evidence to show how they are making a difference. Turnbull Marketing Group Helping nonprofits help others.

Supporting Your Brand • Mission experience. How do your constituents feel after interacting with you? • Donor/Volunteer experience. How do your donors/volunteers feel after giving? • Thank you. Thank you. Thank you. • Offer supporting evidence to show how they are making a difference. • Respect their investment (and intelligence) Turnbull Marketing Group Helping nonprofits help others.

Supporting Your Brand • Mission experience. How do your constituents feel after interacting with you? • Donor/Volunteer experience. How do your donors/volunteers feel after giving? • Thank you. Thank you. Thank you. • Offer supporting evidence to show how they are making a difference. • Respect their investment (and intelligence) • Sloppy, amateur materials say "This is good enough for you." Not good. Turnbull Marketing Group Helping nonprofits help others.

Supporting Your Brand • Mission experience. How do your constituents feel after interacting with you? • Donor/Volunteer experience. How do your donors/volunteers feel after giving? • Thank you. Thank you. Thank you. • Offer supporting evidence to show how they are making a difference. • Respect their investment (and intelligence) • Sloppy, amateur materials say "This is good enough for you." Not good. • Glitzy, expensive materials say "We're wasteful." Or, worse yet, "We don't need you." Turnbull Marketing Group Helping nonprofits help others.

Supporting Your Brand • Mission experience. How do your constituents feel after interacting with you? • Donor/Volunteer experience. How do your donors/volunteers feel after giving? • Thank you. Thank you. Thank you. • Offer supporting evidence to show how they are making a difference. • Respect their investment (and intelligence) • Sloppy, amateur materials say "This is good enough for you." Not good. • Glitzy, expensive materials say "We're wasteful." Or, worse yet, "We don't need you." • Balance of professional, appealing design, content, and presentation. Turnbull Marketing Group Helping nonprofits help others.

Supporting Your Brand • Mission experience. How do your constituents feel after interacting with you? • Donor/Volunteer experience. How do your donors/volunteers feel after giving? • Thank you. Thank you. Thank you. • Offer supporting evidence to show how they are making a difference. • Respect their investment (and intelligence) • Sloppy, amateur materials say "This is good enough for you." Not good. • Glitzy, expensive materials say "We're wasteful." Or, worse yet, "We don't need you." • Balance of professional, appealing design, content, and presentation. • Amazing doesn't have to be expensive. Turnbull Marketing Group Helping nonprofits help others.

Supporting Your Brand Turnbull Marketing Group Helping nonprofits help others.

Supporting Your Brand • Tools to boost donor/volunteer experience Turnbull Marketing Group Helping nonprofits help others.

Supporting Your Brand • Tools to boost donor/volunteer experience • Thank you letters. Turnbull Marketing Group Helping nonprofits help others.

Supporting Your Brand • Tools to boost donor/volunteer experience • Thank you letters. • Handwritten thank you cards for the top 5%. Turnbull Marketing Group Helping nonprofits help others.

Supporting Your Brand • Tools to boost donor/volunteer experience • Thank you letters. • Handwritten thank you cards for the top 5%. • A phone call just to check in. Turnbull Marketing Group Helping nonprofits help others.

Supporting Your Brand • Tools to boost donor/volunteer experience • Thank you letters. • Handwritten thank you cards for the top 5%. • A phone call just to check in. • A current website full of news and stories. Turnbull Marketing Group Helping nonprofits help others.

Supporting Your Brand • Tools to boost donor/volunteer experience • Thank you letters. • Handwritten thank you cards for the top 5%. • A phone call just to check in. • A current website full of news and stories. • Numbers to back up your work. Turnbull Marketing Group Helping nonprofits help others.

Supporting Your Brand • Tools to boost donor/volunteer experience • Thank you letters. • Handwritten thank you cards for the top 5%. • A phone call just to check in. • A current website full of news and stories. • Numbers to back up your work. • Videos that are educational, share needs, and say thank you. Turnbull Marketing Group Helping nonprofits help others.

Supporting Your Brand • Tools to boost donor/volunteer experience • Thank you letters. • Handwritten thank you cards for the top 5%. • A phone call just to check in. • A current website full of news and stories. • Numbers to back up your work. • Videos that are educational, share needs, and say thank you. • Frequent interaction through social media. Turnbull Marketing Group Helping nonprofits help others.

Getting Your Board On Board Turnbull Marketing Group Helping nonprofits help others.

Getting Your Board On Board • Get your goals and strategies in place ﬁrst. Turnbull Marketing Group Helping nonprofits help others.

Getting Your Board On Board • Get your goals and strategies in place ﬁrst. • Help them understand that branding is just a fancy way to talk about personality. Turnbull Marketing Group Helping nonprofits help others.

Getting Your Board On Board • Get your goals and strategies in place ﬁrst. • Help them understand that branding is just a fancy way to talk about personality. • It's a way of life and is part of all you do. Turnbull Marketing Group Helping nonprofits help others.

Getting Your Board On Board • Get your goals and strategies in place • Show them the tools to meet those ﬁrst. goals. • Help them understand that branding is just a fancy way to talk about personality. • It's a way of life and is part of all you do. Turnbull Marketing Group Helping nonprofits help others.

Getting Your Board On Board • Get your goals and strategies in place • Show them the tools to meet those ﬁrst. goals. • Help them understand that branding is • Branding isn't superﬁcial. It's the just a fancy way to talk about personality. outward expression of who your organization is in its heart. • It's a way of life and is part of all you do. Turnbull Marketing Group Helping nonprofits help others.

Getting Your Board On Board • Get your goals and strategies in place • Show them the tools to meet those first. goals. • Help them understand that branding is • Branding isn't superficial. It's the just a fancy way to talk about personality. outward expression of who your organization is in its heart. • It's a way of life and is part of all you do. • Whenever possible, choose board members whose own life choices reflect the brand you want for your nonprofit. Turnbull Marketing Group Helping nonprofits help others.

If You Remember Nothing Else... Turnbull Marketing Group Helping nonprofits help others.

If You Remember Nothing Else... • Your brand is a feeling. Turnbull Marketing Group Helping nonprofits help others.

If You Remember Nothing Else... • Your brand is a feeling. • Your design choices should make it clear and easy to recognize who you are at heart. Turnbull Marketing Group Helping nonprofits help others.

If You Remember Nothing Else... • Your brand is a feeling. • Your design choices should make it clear and easy to recognize who you are at heart. • Set your goals and deﬁne your strategies before you choose your tools. Turnbull Marketing Group Helping nonprofits help others.

If You Remember Nothing Else... • Your brand is a feeling. • Your design choices should make it clear and easy to recognize who you are at heart. • Set your goals and deﬁne your strategies before you choose your tools. • Consistency lends credibility. Turnbull Marketing Group Helping nonprofits help others.

If You Remember Nothing Else... • Your brand is a feeling. • Your design choices should make it clear and easy to recognize who you are at heart. • Set your goals and deﬁne your strategies before you choose your tools. • Consistency lends credibility. • Business partnerships can help (or hurt). Turnbull Marketing Group Helping nonprofits help others.

If You Remember Nothing Else... • Your brand is a feeling. • Your design choices should make it clear and easy to recognize who you are at heart. • Set your goals and deﬁne your strategies before you choose your tools. • Consistency lends credibility. • Business partnerships can help (or hurt). • You are your brand. Turnbull Marketing Group Helping nonprofits help others.

www.nobullfundraising.com Use code “LIFT” to save $50 on your fundraising check up. Eliz abeth T urnbull mail: elizabeth@t bullgroup.com e twitt er : @ejturnbull telepho ne: 919.741.5072 Turnbull Marketing Group Helping nonprofits help others.

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Nonprofit Branding Demystified

by Turnbull Marketing Group on May 20, 2010

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Nonprofit Branding Demystified — Presentation Transcript