Building and Communicating Your Nonprofit Brand


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Your nonprofit organization's brand is a representation of your relationships: between employees, volunteers, stakeholders and those you serve.

How you present and communicate that brand can make all the difference in how successful you are at pursuing in your mission and gaining support.

Join Tammy and Todd Rimer of element212 and Steven Shattuck of Bloomerang for a discussion on the art and science of building and communicating your nonprofit brand.

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Building and Communicating Your Nonprofit Brand

  1. 1. Building & Communicating Your Nonprofit Brand August 15, 2013 Todd Rimer | Tammy Rimer element212
  2. 2. Do those who carry your brand name know your story?
  3. 3. Some key information they should know about your brand story:  Who/what cause you serve  Why you serve that cause  How your organization affects that cause  Key differences you have made in that cause  Why people should care  How people can get involved Why you Exist?
  4. 4. Some key expectations of engagement to set with your community are:  Where they can learn about your organization  What you REALLY need from them  How the money you receive is used  Who your supporters are  How donors are “Thanked” for their support  How they can expect to hear from you  How they can communicate back to you Engagement
  5. 5. 53% of donors/volunteers leave due to an Organizations lack of communications. Engagement
  6. 6.  5% thought the organization did not need them  8% No info was provided on how their donations were used  9% Did not know they ever donated (meaning no follow up was ever done)  13% Never received a thank you or recognition for donating  16% Died (following up with the family)  18% Felt they received poor service or communication  36% Felt there were other more deserving causes to support  54% Simply could no longer afford to give money (opportunity to keep them engaged with their time as a volunteer instead) Engagement * survey conducted by Adrian Sargeant and Rockefeller Corporation
  7. 7. Communication Organization  Community – Donors – Volunteers Community – Donors – Volunteers  Organization Engagement
  8. 8. Considerations of organization’s outbound communications:  Text alerts for upcoming events  Enewsletter  Thank you letters  News/events web page  Blogging  Webinars Engagement
  9. 9. Considerations of organization’s inbound communications:  Utilize social media for 2-way conversations  Comment forum  Open online survey  Feedback forum  Community service representative  Donor spotlight – in their own words Engagement
  10. 10. What are your true results and do they fit with my values?
  11. 11. Key expectations your organization needs to consider with Donors; Volunteers and the Community:  Show how your organization is a “change agent” in the cause you serve  Give examples of real percentages and case studies – what is your real social impact  Showcase the true social impact your organization makes  Show what is special about the way your organization provides its service, highlight your differentiators that no one else can own Why You?
  12. 12. Key expectations your organization should consider to shorten the cycle of donor engagement:  How the donor/volunteer is recognized in their support  Spotlighting donors throughout the year, showcasing specifically how their support provided aid to the organization.  Providing a variety of ways a person can support (not just financially) and highlighting those non-financial supporters. (don’t make it all about $$)  What percentage of donations goes towards the cause vs. overhead expenses.  Highlight the impact donations provide the cause the organization serves.  Show donor engagement In their own words – allow a space where donors can share with the community why they support, through your marketing mediums. Why Me?
  13. 13. Why Me?
  14. 14. Questions?
  15. 15. Why Me?
  16. 16. Next Webinar: September 24th, 1pm EST Network for Good Tom Ahern | Jay Love