Branding for Nonprofits

     Bonnie McEwan
       President
      MAKE WAVES

      www.makewavesnotnoise.com   1




   ...
What Is a Brand, Anyway?




       www.makewavesnotnoise.com   2




                                       2
SYMBOLS




www.makewavesnotnoise.com   3




                                3
www.makewavesnotnoise.com         4




Can you tell from the symbol alone whose brand this is?




                      ...
www.makewavesnotnoise.com   5




Full logo




                                            5
www.makewavesnotnoise.com   6




How about this one?




                                                      6
www.makewavesnotnoise.com   7




Girl Scouts logo and name




                                                       7
www.makewavesnotnoise.com   8




                                8
www.makewavesnotnoise.com   9




Harley Davidson logo full




                                                        9
www.makewavesnotnoise.com   10




                                 10
www.makewavesnotnoise.com   11




Planned Parenthood Federation of America




                                          ...
www.makewavesnotnoise.com   12




                                 12
www.makewavesnotnoise.com   13




                                 13
www.makewavesnotnoise.com   14




                                 14
www.makewavesnotnoise.com   15




                                 15
www.makewavesnotnoise.com   16




                                 16
www.makewavesnotnoise.com   17




                                 17
www.makewavesnotnoise.com   18




                                 18
www.makewavesnotnoise.com   19




                                 19
SLOGANS




                        www.makewavesnotnoise.com           20




Some nonprofits are known more for their sl...
A mind is a terrible
  thing to waste.




   www.makewavesnotnoise.com   21




                                    21
www.makewavesnotnoise.com            22




Notice that the United Negro College Fund no longer spells out its full
name i...
Inspiring all girls to be
Strong, Smart, and Bold.




      www.makewavesnotnoise.com   23




                          ...
www.makewavesnotnoise.com   24




                                 24
The positive place for kids.




        www.makewavesnotnoise.com   25




                                         25
www.makewavesnotnoise.com   26




Boys and Girls Club--Logo, slogo, Name




                                            ...
Have faith. End hunger.




      www.makewavesnotnoise.com   27




                                       27
www.makewavesnotnoise.com            28




The Christian imagery is subtle. The fish inside the slice of bread.
Loaves an...
Democracy in action.




    www.makewavesnotnoise.com   29




                                     29
www.makewavesnotnoise.com   30




                                 30
PROGRAMS




                       www.makewavesnotnoise.com         31




Some nonprofits are well known through their ...
Which organization runs an
   annual cookie sale?




       www.makewavesnotnoise.com   32




                          ...
Girl Scouts




www.makewavesnotnoise.com   33




                                 33
Which organization holds
 the March for Babies?




      www.makewavesnotnoise.com   34




                             ...
www.makewavesnotnoise.com   35




                                 35
Which organization
coordinates the Race for the
           Cure?




        www.makewavesnotnoise.com   36




          ...
www.makewavesnotnoise.com         37




Note that the Susan G. Komen Foundation now uses the name of its
main program in ...
What is the primary
organization affiliated with
     the AIDS walk?




        www.makewavesnotnoise.com   38




      ...
www.makewavesnotnoise.com            39




It’s interesting to see how an organization’s name can become a
liability as t...
Which foundation runs the
    truth campaign?




       www.makewavesnotnoise.com   40




                              ...
American Legacy Foundation




        www.makewavesnotnoise.com   41




                                         41
BRAND EQUITY




                         www.makewavesnotnoise.com             42




Just as you build equity in a house...
Building Brand Value

       • Recognition
       • Reputation
       • Customer Satisfaction




                        ...
Mission Fulfillment




                         www.makewavesnotnoise.com            44




I always think of the Salvati...
Brand Challenges for NPOs

        •   Multiple Audiences
        •   Maturity
        •   Organization Culture
        • ...
Today’s Brand Environment




       www.makewavesnotnoise.com   46




                                        46
Nonprofit Numbers - 2007

•   NYC: 25,000
•   NYS: 94,000
•   NJ: 39,000
•   CT: 19,000
•   US: 1.5 million



           ...
New Nonprofits - 2007

       • 64,176 (IRS)

       • $425 million just to create these
         ($5,000 each)




      ...
Funding - 2006


        $295 billion
        • 83% individual gifts ($245 billion)
        • 33% to religious groups
    ...
Media Marketplace


       •   Fractured
       •   Crowded
       •   Simplistic
       •   Episodic v. Systemic
       •...
64,176 New Competitors




     www.makewavesnotnoise.com   51




                                      51
THE FOR-PROFIT MODEL




     www.makewavesnotnoise.com   52




                                      52
Tried & True Strategies

       • Repetition, repetition, repetition
         (aka - ad campaign)
       • Persuasion
    ...
Newer Techniques

        • Social media, Web 2.0, etc.
        • Sector-focused media
          (NYNP Press)
        • Me...
Common Denominator
                     COMPETITION




                          www.makewavesnotnoise.com             55...
TOWARD A NONPROFIT
      MODEL




    www.makewavesnotnoise.com   56




                                     56
Why Have Nonprofits?

       • You provide services and products
         that for-profit entities will not.
       • You ...
The Nature of the Beast

• Multiple audiences - donors,
  clients, regulators, volunteers, etc.
• Bottom line = social goo...
A Model of Our Own

• Brand collaboration over
  competition.
• Brand results in terms of changed
  lives.
• Minimize dupl...
Can That Really Work?

        • Yes, according to John Nash, 1994
          Nobel Laureate in Economics.
        • A Beau...
Huh?

       • Obama/Hillary: A zero-sum game.
          - Competitive model
          - Half of the voters “lose” and are...
What’s the Alternative?

• Nash Equilibrium says that when
  information is open to all a
  balance will result in which a...
COALITIONS




                        www.makewavesnotnoise.com          63




Here are some examples of nonprofits work...
Causes in Common
                    Causes in Common
                    is a coalition of
                    activists ...
Causes in Common Coalition Partners

• Association of               • Planned Parenthood
  Reproductive Health            ...
Results




www.makewavesnotnoise.com   66




                                 66
SmartTransportation.org

SmartTransportation.org
is a coalition of
nonprofits dedicated to
promoting awareness
and the ava...
SmartTransportation.org
          Coalition Partners
• Stopglobalwarming.org
• American Lung Association of the City of Ne...
Results




www.makewavesnotnoise.com   69




                                 69
Divided We Fail
                Divided We Fail is
                a coalition
                dedicated to
              ...
Divided We Fail Coalition Partners

       • AARP                        • March of Dimes
       • Business Roundtable    ...
Results




www.makewavesnotnoise.com   72




                                 72
Living Cities
Living Cities is a
philanthropic,
corporate and public
sector partnership
established to bring
opportunities...
Living Cities Coalition Partners

• AXA Community               • The McKnight Foundation
  Investment Program          • ...
Results




www.makewavesnotnoise.com   75




                                 75
PRODUCT(RED)
              (RED) is a partnership of
              iconic brands that have
              created (PRODUCT)...
PRODUCT(RED) Sponsors
•   Myspace.com                 •   Converse
•   Motorola                    •   Apple
•   American ...
Results




                           www.makewavesnotnoise.com   78




This is the final slide.




                   ...
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Fundraising Day Pres With Notes

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Fundraising Day Pres With Notes

  1. 1. Branding for Nonprofits Bonnie McEwan President MAKE WAVES www.makewavesnotnoise.com 1 1
  2. 2. What Is a Brand, Anyway? www.makewavesnotnoise.com 2 2
  3. 3. SYMBOLS www.makewavesnotnoise.com 3 3
  4. 4. www.makewavesnotnoise.com 4 Can you tell from the symbol alone whose brand this is? 4
  5. 5. www.makewavesnotnoise.com 5 Full logo 5
  6. 6. www.makewavesnotnoise.com 6 How about this one? 6
  7. 7. www.makewavesnotnoise.com 7 Girl Scouts logo and name 7
  8. 8. www.makewavesnotnoise.com 8 8
  9. 9. www.makewavesnotnoise.com 9 Harley Davidson logo full 9
  10. 10. www.makewavesnotnoise.com 10 10
  11. 11. www.makewavesnotnoise.com 11 Planned Parenthood Federation of America 11
  12. 12. www.makewavesnotnoise.com 12 12
  13. 13. www.makewavesnotnoise.com 13 13
  14. 14. www.makewavesnotnoise.com 14 14
  15. 15. www.makewavesnotnoise.com 15 15
  16. 16. www.makewavesnotnoise.com 16 16
  17. 17. www.makewavesnotnoise.com 17 17
  18. 18. www.makewavesnotnoise.com 18 18
  19. 19. www.makewavesnotnoise.com 19 19
  20. 20. SLOGANS www.makewavesnotnoise.com 20 Some nonprofits are known more for their slogans than for their logos. 20
  21. 21. A mind is a terrible thing to waste. www.makewavesnotnoise.com 21 21
  22. 22. www.makewavesnotnoise.com 22 Notice that the United Negro College Fund no longer spells out its full name in its new logo. How effective is it to go by only initials? A corporate example is KFC. 22
  23. 23. Inspiring all girls to be Strong, Smart, and Bold. www.makewavesnotnoise.com 23 23
  24. 24. www.makewavesnotnoise.com 24 24
  25. 25. The positive place for kids. www.makewavesnotnoise.com 25 25
  26. 26. www.makewavesnotnoise.com 26 Boys and Girls Club--Logo, slogo, Name 26
  27. 27. Have faith. End hunger. www.makewavesnotnoise.com 27 27
  28. 28. www.makewavesnotnoise.com 28 The Christian imagery is subtle. The fish inside the slice of bread. Loaves and fishes. 28
  29. 29. Democracy in action. www.makewavesnotnoise.com 29 29
  30. 30. www.makewavesnotnoise.com 30 30
  31. 31. PROGRAMS www.makewavesnotnoise.com 31 Some nonprofits are well known through their programs. 31
  32. 32. Which organization runs an annual cookie sale? www.makewavesnotnoise.com 32 32
  33. 33. Girl Scouts www.makewavesnotnoise.com 33 33
  34. 34. Which organization holds the March for Babies? www.makewavesnotnoise.com 34 34
  35. 35. www.makewavesnotnoise.com 35 35
  36. 36. Which organization coordinates the Race for the Cure? www.makewavesnotnoise.com 36 36
  37. 37. www.makewavesnotnoise.com 37 Note that the Susan G. Komen Foundation now uses the name of its main program in its logo. 37
  38. 38. What is the primary organization affiliated with the AIDS walk? www.makewavesnotnoise.com 38 38
  39. 39. www.makewavesnotnoise.com 39 It’s interesting to see how an organization’s name can become a liability as time passes. AIDS is no longer a gay-only issue (It never was.) And GMHC serves many more groups than gay men. The YM and YW Cas have a similar problem with the word “Christian.” Here again, they use initials only in order to avoid using the problematic word in their name. Is there a better solution? 39
  40. 40. Which foundation runs the truth campaign? www.makewavesnotnoise.com 40 40
  41. 41. American Legacy Foundation www.makewavesnotnoise.com 41 41
  42. 42. BRAND EQUITY www.makewavesnotnoise.com 42 Just as you build equity in a house, organizations invest in their brands over time. The cumulative equity is a brand connotes its value. 42
  43. 43. Building Brand Value • Recognition • Reputation • Customer Satisfaction www.makewavesnotnoise.com 43 Key components of brand equity. The first two build up over time, often m any years. The third must be earned in real time, every day, over and over again. It feeds reputation and recognition. Recognition alone is not enough. Many people recognize Enron, for instance, but not in a good way. 43
  44. 44. Mission Fulfillment www.makewavesnotnoise.com 44 I always think of the Salvation Army as an organization that is a shining example of mission fulfillment. They don’t have a glitzy logo or a cool name. They just do their job helping people and they get great results. They seem to always put mission first. 44
  45. 45. Brand Challenges for NPOs • Multiple Audiences • Maturity • Organization Culture • Name Changes • Changes in Operating Environment www.makewavesnotnoise.com 45 Since nonprofits have many audiences -- donors, clients, families of clients, government regulators, etc. -- it can be esp. difficult to build strong brand equity with all audience segments. Key issue -- Our income usually does not come from our primary customers (the people who directly benefit from our services). 45
  46. 46. Today’s Brand Environment www.makewavesnotnoise.com 46 46
  47. 47. Nonprofit Numbers - 2007 • NYC: 25,000 • NYS: 94,000 • NJ: 39,000 • CT: 19,000 • US: 1.5 million www.makewavesnotnoise.com 47 47
  48. 48. New Nonprofits - 2007 • 64,176 (IRS) • $425 million just to create these ($5,000 each) www.makewavesnotnoise.com 48 There are more and more nonprofits every year. How many are truly top performers? How many merely fragment the donor market and create needless competition? Do we really need all of these organizations? 48
  49. 49. Funding - 2006 $295 billion • 83% individual gifts ($245 billion) • 33% to religious groups • 8% are bequests www.makewavesnotnoise.com 49 While $295B seems like a lot, much of it goes to churches, synagogues, temples. There is a small pie of foundation dollars. Corporate funding is tiny, yet we put a great deal of effort into courting corporate sector. 49
  50. 50. Media Marketplace • Fractured • Crowded • Simplistic • Episodic v. Systemic • Celebrity dominated www.makewavesnotnoise.com 50 And there is tremendous competition among nonprofits for attention in the media, both traditional media and, increasingly, online media. Are we promoting our causes, or our organizations? How much attention should go toward promoting our organization versus our cause? How about results? 50
  51. 51. 64,176 New Competitors www.makewavesnotnoise.com 51 51
  52. 52. THE FOR-PROFIT MODEL www.makewavesnotnoise.com 52 52
  53. 53. Tried & True Strategies • Repetition, repetition, repetition (aka - ad campaign) • Persuasion (aka - selling) • Public Relations (aka - spin) www.makewavesnotnoise.com 53 The for-profit model uses standard techniques. The reason for this is that they work. But do they work as well for nonprofits? 53
  54. 54. Newer Techniques • Social media, Web 2.0, etc. • Sector-focused media (NYNP Press) • Media we control (web sites, newsletters, videos) • Corporate partnerships & promotions www.makewavesnotnoise.com 54 The “new” media offer opportunities that traditional media does not, but this is not a panacea. Also, there are no “m ediators” (editors) in the blogosphere to help people (our audiences) filter and find the right info. 54
  55. 55. Common Denominator COMPETITION www.makewavesnotnoise.com 55 Bottom line -- the corporate, for-profit model is all about competition. That’s fine for them. Is it fine for us? 55
  56. 56. TOWARD A NONPROFIT MODEL www.makewavesnotnoise.com 56 56
  57. 57. Why Have Nonprofits? • You provide services and products that for-profit entities will not. • You provide private alternatives to government. • You provide vehicles for the development of civil society. www.makewavesnotnoise.com 57 There are reasons that the government allows tax exemptions for nonprofit organizations. We really are different. Maybe we should have a different model of branding. 57
  58. 58. The Nature of the Beast • Multiple audiences - donors, clients, regulators, volunteers, etc. • Bottom line = social goods • Your competitors are also your collaborators in achieving social change. www.makewavesnotnoise.com 58 58
  59. 59. A Model of Our Own • Brand collaboration over competition. • Brand results in terms of changed lives. • Minimize duplication, maximize resources. www.makewavesnotnoise.com 59 59
  60. 60. Can That Really Work? • Yes, according to John Nash, 1994 Nobel Laureate in Economics. • A Beautiful Mind - his story • Nash Equilibrium: All players benefit if information is open to all and mixed strategies are used. www.makewavesnotnoise.com 60 Nash developed an economic concept that says all players in a group (coalition) can win IF information is openly shared and IF the various players use a mix of strategies. This is part of game theory. This could translate to a coalition of nonprofit groups dividing up the work (each employing a different strategy to move a common mission) and openly sharing information (all players have access to each other’s research, for instance). Everyone wins because together they get results. 60
  61. 61. Huh? • Obama/Hillary: A zero-sum game. - Competitive model - Half of the voters “lose” and are unhappy. - Results in a problem = How to bring everyone together to achieve common goal? www.makewavesnotnoise.com 61 As opposed to a zero-sum game. Here’s a recent example that most of us are familiar with. 61
  62. 62. What’s the Alternative? • Nash Equilibrium says that when information is open to all a balance will result in which all players achieve some individual gain (aka money). • Bonus = More progress toward common goals (aka results). www.makewavesnotnoise.com 62 62
  63. 63. COALITIONS www.makewavesnotnoise.com 63 Here are some examples of nonprofits working together to get results that help all. And one example of a group of for-profits working together to get sales and also to have an impact in making social change. 63
  64. 64. Causes in Common Causes in Common is a coalition of activists from the LGBT Liberation and Reproductive Justice Movements that work together toward common goals. www.makewavesnotnoise.com 64 64
  65. 65. Causes in Common Coalition Partners • Association of • Planned Parenthood Reproductive Health Federation of America Professionals • Pro-Choice Public • Center for Reproductive Education Project Rights • The Center for Genetics and Society • Community HIV/AIDS • Queers for Economic Mobilization Project Justice (CHAMP) • Empire State Pride • Lambda Legal Agenda • National Gay & Lesbian • Family Pride Coalition Task Force www.makewavesnotnoise.com 65 65
  66. 66. Results www.makewavesnotnoise.com 66 66
  67. 67. SmartTransportation.org SmartTransportation.org is a coalition of nonprofits dedicated to promoting awareness and the availability of clean technology in the transportation sector in the U.S. www.makewavesnotnoise.com 67 67
  68. 68. SmartTransportation.org Coalition Partners • Stopglobalwarming.org • American Lung Association of the City of New York, Inc. • The New York League of Conservation Voters • National Resources Defense Council (NRDC) • Set America Free • The Sierra Club www.makewavesnotnoise.com 68 68
  69. 69. Results www.makewavesnotnoise.com 69 69
  70. 70. Divided We Fail Divided We Fail is a coalition dedicated to ensuring that Americans have access to affordable, quality health care and long-term financial security. www.makewavesnotnoise.com 70 70
  71. 71. Divided We Fail Coalition Partners • AARP • March of Dimes • Business Roundtable Foundation • SEIU • MANA, A National Latina • National Federation of Organization Independent Businesses • National Council on Aging • American Psychological • United Jewish Association Communities • Disabled American • Women’s Institute for a Veterans Secure Retirement • Human Rights Campaign www.makewavesnotnoise.com 71 How often do we see unions, businesses and progressive groups working together? This could be a breakthrough partnership and the people of the US could be the winners. 71
  72. 72. Results www.makewavesnotnoise.com 72 72
  73. 73. Living Cities Living Cities is a philanthropic, corporate and public sector partnership established to bring opportunities and the power of mainstream markets to urban neighborhoods and residents normally left behind. www.makewavesnotnoise.com 73 73
  74. 74. Living Cities Coalition Partners • AXA Community • The McKnight Foundation Investment Program • MetLife, Inc. • Deutsche Bank • Prudential Financial • Ford Foundation • The Rockefeller • Bill & Melinda Gates Foundation Foundation • United States • The Kresge Foundation Department of Housing & Urban Development www.makewavesnotnoise.com 74 74
  75. 75. Results www.makewavesnotnoise.com 75 75
  76. 76. PRODUCT(RED) (RED) is a partnership of iconic brands that have created (PRODUCT)RED branded products. A percentage of each (PRODUCT)RED product sold is given to The Global Fund, and the money helps women and children affected by HIV/AIDS in Africa www.makewavesnotnoise.com 76 76
  77. 77. PRODUCT(RED) Sponsors • Myspace.com • Converse • Motorola • Apple • American Express • Hallmark • GAP • Dell • Emporio Armani • Microsoft www.makewavesnotnoise.com 77 77
  78. 78. Results www.makewavesnotnoise.com 78 This is the final slide. 78

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