November Luncheon | 14 TIPS TO HELP TURN YOUR ORGANIZATION INTO A HIGHLY IMPACTFUL BRAND

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Branding isn't just the responsibility of your company's marketing department. Everyone, at all levels of the organization - especially nonprofits, need an understanding of branding and how it impacts business.

Bill McKendry, co-founder and Chief Creative Officer of DOMOREGOOD , a strategic and creative brand-building firm that is committed to helping organizations make a positive impact on the world around them, shared his 14 branding principles to help you make the leap from doing good to doing more good.

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November Luncheon | 14 TIPS TO HELP TURN YOUR ORGANIZATION INTO A HIGHLY IMPACTFUL BRAND

  1. 1. Hello.
  2. 2. Imagine you’re this guy.
  3. 3. You don’t have a job.
  4. 4. Your spouse depends on you.
  5. 5. As do your 10 children.
  6. 6. And 20 elderly relatives.
  7. 7. What do you do?
  8. 8. You hire a housekeeper.
  9. 9. Meet with your accountant.
  10. 10. You buy a bigger house.
  11. 11. And a bigger car.
  12. 12. Have a huge dinner party.
  13. 13. But don’t ask anyone for a job.
  14. 14. You don’t even have a resume.
  15. 15. Sounds ridiculous?
  16. 16. Irrational?
  17. 17. Irresponsible?
  18. 18. My Mission:
  19. 19. MOVE FROM DOING GOOD
  20. 20. TO DOING MORE GOOD
  21. 21. 14 Key Branding Principles to Do MORE Good in 2014 and beyond
  22. 22. 14 Recognize your problem.
  23. 23. KEY STAGES of NPO Marketing Accountability
  24. 24. 1 DENIAL WE DON’T NEED MARKETING!
  25. 25. 2 FEAR WE NEED FUNDS, CALL IN MARKETING!
  26. 26. 3 CONFUSION WHAT DO WE DO? WHO DO WE TALK TO? WHAT SHOULD WE SAY?
  27. 27. 4 SELF PROMOTION LET’S HAVE AN EVENT ... TALK ABOUT OURSELVES ... HOPE THINGS CHANGE!
  28. 28. 5 ACCOUNTABILITY FUNDRAISING/REVENUE STARTS WITH MARKETING.
  29. 29. “An organization has one and only one purpose: to create a supporter.” Peter Drucker, Social Ecologist
  30. 30. 13 Never say this...
  31. 31. WE’RE THE BEST KEPT SECRET.
  32. 32. 12 Marketing is an “investment,” not an “expense.”
  33. 33. “Marketing and innovation produce results; all other organizational functions are a cost.” Peter Drucker, Social Ecologist
  34. 34. “There is a relationship between failing to invest in fundraising and a failing to meet goals. Simply put, it takes money to raise money.” The Nonprofit Research Collaborative Executive Summary, 2012 Fundraising Survey
  35. 35. 11 Nonprofits have competition.
  36. 36. Amount of Choices “More than ever, people (donors, volunteers and board members) have increasing options and less time to make choices.” Amount of Time Seth Godin, The Purple Cow
  37. 37. 10 Everything starts with awareness
  38. 38. Eyeballs Awareness Consideration Preference Action Loyalty Supporters
  39. 39. RECOMMENDATIONS FROM FRIENDS People PEER REVIEWS COMPETITIVE ALTERNATIVES USER GENERATED CONTENT Supporters Influencers
  40. 40. 9 Every brand contact counts.
  41. 41. “Understanding branding is easy— everything matters.” Howard Schultz, Founder of Starbucks
  42. 42. • What does your location or even reception area say about your brand? • When someone calls or stops by, how are they treated? • When volunteers/staff email, leave voice mails or answer the phone, how do they come across? • What kind of cars do your key contacts drive? How do they dress? • How do your volunteers/staff/leaders/board talk?
  43. 43. 8 Be a brand, not an organization.
  44. 44. • A brand looks at every piece of communications as an opportunity to make a positive impression. • A brand looks to hire staff and recruit volunteers that matches their brand personality. • A brand focuses on donor desires, needs wants. • A brand understands that organizational behavior and experiences greatly influence marketing success. • A brand looks at every major decision through the filter of how it impacts their brand.
  45. 45. 7 Make a habit of knowing media habits.
  46. 46. • 90% of all media interactions are screen based (smartphone, PC, tablet & TV) • Only 10% of all media interactions are non-screen based (radio, newspaper, magazine, direct mail) • 98% of us move between multiple screens / devices a day • 50% of all media consumption is peer-to-peer
  47. 47. A Four Screen Day: 6:45 AM - Home: Television 7:30 AM - Commute: Radio + Smartphone 8:00 AM - Work Day: PC + Smartphone 5:30 PM - Commute: Radio + Smartphone Evenings - Smartphone + PC + Television + Tablet
  48. 48. 6 Content is the new 30 (seconds).
  49. 49. Quality Quantity CONTENT Variety
  50. 50. 5 Mean more to your targets.
  51. 51. MOVE FROM TALKING ABOUT WHAT YOU OFFER OR PROVIDE
  52. 52. TO TALKING ABOUT WHAT YOU MEAN
  53. 53. 4 Ask yourself, ‘why?’
  54. 54. WHAT Results WHY Purpose HOW Actions
  55. 55. 3 Get emotional.
  56. 56. REASON EMOTION PERSUADE MOTIVATE
  57. 57. 2 Don’t leave money on the table.
  58. 58. “Brand associations with your nonprofit have value; yet, even the most savvy nonprofits admit they’re leaving money on the table.”
  59. 59. 1 Frequency wins.
  60. 60. QUESTIONS?
  61. 61. “The knowledge of fire does not keep one warm.” - St. Maximus, The Confessor
  62. 62. THANK YOU. Now DOMOREGOOD

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