An Effective Brand…• Communicates your mission• Builds trust• Raises awareness• Impacts long-term sustainability of your organization
A Brand is Active• It continually creates a sense of purpose• It drives performance and direction• It attracts, motivates & retains best staff/board/volunteers• It deepens relationships with supporters• It generates new supporters and resources• It fosters innovation & impact• It changes perceptions and builds/enhances reputation
Where do you come in? It is your responsibility to build,support and maintain the perception of your brand through enhancingunderstanding among your volunteers
A Brand can be DamagedIt is your most valuable asset as an organization – Protect It!
Your brand is key to volunteer recruitment because many people don’t want to make acontribution—they want to make a difference.
Cultivate a Community of Owners… “We don’t merely raise money for breast cancer, we empower women & give them a voice around the issue of breast cancer. We mobilize individuals to join us & be champions in their communities.” Nancy Brinker, Founder, Susan G. Komen For the Cure
Mobilize your internal and external community byconnecting them with your brand
Components of a BrandVisual “The Look” How your organization expresses its identity Logo, fonts, graphics and all materials that promote your organization
“The Look”How do you want your audience (volunteers) to view you?The visual aspects of your brand should convey the word(s) thatbest describes your organization.
“The Look”Your Logo • Visual statement about who you are and what you stand for • Should be: o Distinctive o Appropriate & Applicable o Easy-to-read
“The Look”Graphic Do’s & Don’ts • Do use a consistent, specific color palette • Do establish size and proportion guidelines • Don’t use low-quality, fuzzy or stretched images
“The Look”Importance of a Brand Guide • Outlines standards and regulations of your brand • Ensures your organization is represented accurately and appropriately • Includes: • Color palette • Key messaging •Appropriate fonts •Logo uses •Do’s and Don’ts
Components of a BrandVerbal “The Message” How your organization speaks to others Examples: name, mission, tagline,. elevator speech, boilerplate, etc.
“The Message”Communicate your identity so yourvolunteers know you, value you, andsupport you.Messaging should be: • Credible • Memorable • Distinctive • Sustainable
“The Message”Your message cannot always be“We need your money”Messaging should be: 1. The story of what you do 2. How what you do affects individuals (not just recipients – donors too) 3. Results of how donations help 4. We need your money
“The Message”Talk the talk, and walk the walk! Tell your story through: Key Messages Tagline Elevator Speech Boilerplate
“The Message”Key Messages• Central ideas that must be communicated toarticulate your organization’s role andresources• Help translate “industry-speak” into audience-centric languageTip: Give volunteers a “FAQ” sheet that enables them toanswer common questions
Sample “FAQs”• Who does this organization serve?• What is the role of volunteers?• What is the mission of the organization?• When was the organization established?• How can I help/donate/volunteer too?
“The Message”Tagline• Your “branding slogan”• 8 words or less!• Captures essence of your mission, promise,& brand• Can be used in conjunction with logo• Relevant and special to your organization
“The Message”Elevator Speech• Short, accurate explanation of your organization• Easy to say and remember • Anyone who advocates for you should be ready to share it at a moment’s notice• 15-30 seconds longHint:Enough time to make a lasting first impression!
Sample Elevator Speech Generations Group Home“Generations is committed to the prevention ofsexual abuse by providing best practices in theassessment and service for neglected or at-risk youth and their families. We maintain a 98% success rate!”
“The Message”Boilerplate• Final stamp on every press release• Comprehensive overview of yourorganization• Incorporates the facts (who, what,when, where, why)•Includes compelling position statementthat sets you apart
Sample Boilerplate Greenwood Genetic Center (GGC) The Greenwood Genetic Center (GGC), founded in 1974, is a nonprofit organization advancing the field of medical genetics and caring for families impacted by genetic disease and birth defects. At its home campus in Greenwood, South Carolina, a talented team of physicians and scientists provides clinical genetic services, diagnostic laboratory testing, educational programs and resources, and research in the field of medical genetics. GGC’s faculty and staff are committed to the goal of developing preventive and curative therapies for the individuals andfamilies they serve. GGC extends its reach as a resource to all residents of South Carolina with satellite offices in Charleston, Columbia, Florence and Greenville. For more information about GGC please visit www.ggc.org.
Once you solidify your brand’smessaging and visual identity …apply it!
REMEMBERYour message should be the driver;your pictures should reinforce your words!
Most Importantly… Consistency is key!• Consistency builds brand value. • Consistent across every outlet • Cohesive with your values and mission • Recognizable and trustworthy
Branding Tips for Social Media Invite commentary. - If people know what your brand means to them, and they witness positive experiences— they will talk about you in a way you never could. Social media is your platform for this!
Example @LIVESTRONG uses Twitter to encourage andsupport patients, as well as teach people how to “live strong” in the face of cancer
Branding Tips for Social Media Be relevant. - Connect your brand’s message with current events or perspectives. - Ex. The Funnel Effect
Example@RedCross uses Twitter to warn and interact with people about situations that may require their help
Branding Tips for Social Media Aim for cohesion. - Adapt to the medium of social media—rally your messaging so that it is relatable, cohesive and gives a call-to-action to your audience - Ex. The Funnel Effect
There are over 1.5 millionnonprofit organizations in theUnited States Source – National Center for Charitable Statistics (NCCS)
You must continue your brandthrough relationships after ithas been delivered – keep the promise
“Brands are the expresscheckout lane for people livingtheir lives at an ever increasingspeed.” Brandweek
Need Help?Call DNA for the development of your branding plan or hands-on workshop training DNA Creative Communications 864-235-0959 firstname.lastname@example.org www.dnacc.com Twitter: dna_cc Facebook: DNA Creative Communications