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Slides delivered during the closing keynote at 501cometogether: The Illinois Nonprofit Conference, sponsored by Donors Forum, on October 16, 2012.

Based on the book "Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications" (Jossey-Bass, 2010), this closing keynote will challenge you to think about what’s unique about your organization and why people should be interested in supporting your cause. You’ll hear about ways to create a compelling identity that expresses the personality of your organization, attracts program participants, and takes your organization to the next level. With the proper brand in place, you’ll better understand the tools you need to communicate online and off, and ensure your organization’s staff and board are speaking with one voice. You’ll also hear about how others have used “brandraising” techniques to reposition themselves in a fresh, modern way--and how raising the visibility of your organization helps the nonprofit sector at-large.

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  1. 1. #brandraising@farra@bigduck
  2. 2. Hello!•  Your name, title, organization•  Your org’s elevator pitch (2-3 sentences, please)
  3. 3. How can we come together?
  4. 4. TakeawayConsistency countsExerciseLayout your materials and review,no agenda
  5. 5. Photo by Tax Credit
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  7. 7. Blue slide: be clear about what you wantto say as an organization, and how youwant to say it.
  8. 8. TakeawayPositioning and personality can driveyour communications and connect itall back to your missionExerciseDefine your positioning andpersonality as a team and thenassess your materials against them
  9. 9.
  10. 10. Visual Identities ContainLogoColorsTypographyUse of imagery / graphics
  11. 11. Messaging Platforms ContainName, abbreviationTaglineExternal vision, mission, valuesstatementsKey messagesElevator pitchLexicon
  12. 12. TakeawayYour brand is visuals + messaging,institutionalized through a style guideand trainingsExerciseArticulate them all using positioningand personality, then define in styleguide
  13. 13.
  14. 14. Photo credit:
  15. 15. Caption
  16. 16. Target audiencesTry this exercise:Audience Current Desired Their Needs Desired Perception Perception Actions
  17. 17. TakeawayResearch can tell you more aboutthem so you can communicate ontheir terms, not yoursExerciseCreate user personas, then testyour materials against them
  18. 18. CASE STUDY
  19. 19. National Military Family Association
  20. 20. National Military Family Association
  21. 21. Research •  Military families, Board, Staff, Donors, Key advocates •  Online surveys •  Interviews •  Landscape scan •  Media scan •  Best practices Updated June 2010National Military Family Association
  22. 22. National Military Family Association
  23. 23. National Military Family Association
  24. 24. National Military Family Association
  25. 25. Resources and Overview
  26. 26. Thanks!© Jeremy Crow