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Who Are You? Branding Your Nonprofit


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In this 1 hour webinar hosted by CharityNet USA, we discuss branding and how it is essential to the success of your nonprofit organization. For more information on nonprofit marketing, please visit:

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Who Are You? Branding Your Nonprofit

  1. 1. Key Speaker Ryan Peach Nonprofit Consultant CharityNet USA Administrator Nicole Roach Marketing Coordinator HBIF Meeting 12-09 CharityNet USA
  2. 2. • CharityNet USA: A “One-stop” resource center for non profit organizations nationwide! • Key Speaker: Ryan Peach • Questions • Recorded Webinar Available at: –
  3. 3. I. What is Branding & Why is it Important II. 3 Simple Branding Concepts III.Graphic Design and your Organization – Branding, Provoking and Enticing Attention through your image. IV.Branding Guidelines
  4. 4. What Comes to Mind When You Think of Branding?
  5. 5. • The American Marketing Association (AMA) defines a brand as: A "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.
  6. 6. • Making the Donor Choose you Over your Competitors…
  7. 7. • The Elevator Pitch – It is your brand in :30-:60! – Yes, nonprofits must have an elevator pitch.
  8. 8. • If possible, use a tag line yet avoid sounding cheesy – your elevator pitch isn’t a sales pitch. • Stick to hard facts and numbers! Share the information about your cause that is most important. • Make the pitch easy to understand; avoid acronyms or any jargon that your intended audience won’t comprehend. • Focus on how donating or joining your cause is going to benefit the potential donor or constituent.
  9. 9. • A commitment you make to prospects… • "If I engage in a relationship with you or your cause, what can I expect?"
  10. 10. • All the unique ways you deliver your brand promise. • Common attributes might include your unique versions of: – Communication – Relationships – Innovation – Flexibility.
  11. 11. • The human characteristics people experience when they encounter your brand. • Strongest influence on the emotional connection people feel toward your brand. • Common brand personalities include: – Ruggedness – Sadness – Excitement – Sincerity
  12. 12. • The safest cars in the world - • Frequent, low cost flights - • Everyday low prices - • A unique coffee experience - • Refreshment -
  13. 13. • Inevitably, graphic design will play a huge role in your organization’s image and branding. • Unlike words that require a paragraph to sometimes convey a message; a logo, picture, advertisement or website design can trigger a memorable emotion immediately after viewing. • Take your idea and develop creative and exciting designs on logos, brochures, donation products and more.
  14. 14. • 6 Rules to Keep in Mind: • Remember age makes a difference • Remember cultural differences that may apply to your audience • Draw in the audiences attention by highlighting points of interest • Thoroughly check spelling, grammar and consistency • Image quality is important • Use warm colors to suggest warmth & cool colors to suggest coolness
  15. 15. •You just have to know what ideas, beliefs and messages you want to express. •What messages, emotions and behaviors do you want to provoke? • Edgy • Dominance • Innocence • Worth • Professional • Satisfaction • Urgency • Confidence • Sadness • Funky
  16. 16. • Depending on your organization, your intended message may not always be clear cut or the same. • The following examples show how different logo’s, taglines and emphasis can change over time to keep up with their target market or a change of message/platform.
  17. 17. •The NBC Peacock was created I. The NBC Peacock in 1956 and designed to showcase NBC programming in (then a new medium) color TV. • The Peacock is a multi-media icon for one of the most recognizable brands in the world, NBC. The Peacock's longevity in television and as a corporate logo for NBC has lasted for over 50 years.
  18. 18. II. Animal Planet – • They eliminated the globe and New vs. Old Logo the elephant, replacing them with Old Logo an "animalistic boldness“. A new "jungle-like" design. • The intention of the makeover was to attract more adult viewers with television shows that New Logo emphasize animals’ feral nature – a theme that blends in with the Channel's animal orientation.
  19. 19. III. Google – Changing with the season with ‘google-doodles’ • Known as the top search engine online! • Every once in a while, the company uses various features of the logo which compliment & refer to birthdays of infamous people, holidays and specific events.
  20. 20. • Top Reasons Why You Need a Brand Manual: • To properly enhance donations and corporate sponsorships • To avoid distortions and inconsistencies • To remind the organization there are people that need their help
  21. 21. • Common Elements of a Branding Manual: 1. A full brand description and what it stands for. 2. A list of situations that the brand and its symbols can be used and cannot be used. 3. Tone and use of words relating to the brand. 4. Specific colors, dimensions, lines, accents, inclusion of trademark, brand signature, image styles 5. Typographical elements 6. Reproduction guidelines (for advertising agencies and printers).
  22. 22. • However you choose to brand your organization, it will leave a permanent impression on your audience – Good or Bad! • Conquer the elevator pitch – This is your brand in 30-60 Seconds! • So remember, be patient and don’t rush it. Your end results will benefit from a sound, thought out process!