Connect Audiences with Your Cause: How Can Branding Benefit the Benevolent

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Successful branding creates an emotional connection between your organization and your audiences. How can your nonprofit use branding and marketing methods and models to connect with audiences and advance your mission?

Join us as we take a look behind the scenes of a recent social marketing campaign for the U.S. Committee for Refugees and Immigrants (USCRI), a 100-year-old humanitarian organization, to learn how they used branding techniques to triple their digital reach and engagement.

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Connect Audiences with Your Cause: How Can Branding Benefit the Benevolent

  1. 1. CONNECT AUDIENCES WITH YOUR CAUSEHow Can Branding Benefit the Benevolent?May 14, 2013
  2. 2. Housekeeping Please  submit  your  ques0ons  via  the  chat.  We  will  have  about  15  minutes  for  Q&A  at  the  end  of  the  webinar.     We’ll  send  you  a  link  to  the  archived  webinar  within  a  few  days.  
  3. 3. LAURA KISAILUS
  4. 4. JENELLE ELI
  5. 5. 1. 2. 3.How Can Branding Benefit the Benevolent?
  6. 6. What is a brand?
  7. 7. An emotional connectionbetween your organization and your audiences.
  8. 8. I thought my logo was my brand.
  9. 9. Water break.
  10. 10. How does this picture make you feel?
  11. 11. And now?
  12. 12. U.S. Committee for Refugees and Immigrants
  13. 13. USCRI’S Goals Raise  organiza0on  profile   Gain  media  exposure   Tell  stories   Establish  thought-­‐leadership   Encourage  online  fundraising  
  14. 14. BRAND DIRECTSOCIALEssence  Expression  Emo-on  Experiences  Engagement  Ac-on  Involvement  Crea-ve  Experimental  
  15. 15. So how can you unlockthe fabric of your benevolent brand?+ =
  16. 16. Shape the StoryDefine the PlatformsCreate the ContentMeasure the Results
  17. 17. 1. Shape the Story
  18. 18. Uncover and DefineBrand  PlaLorm  &  Messaging  Organiza-onal  Objec-ves  Market  Landscape  Comparator  Analysis  Brand    Image  Audience  Needs  
  19. 19. Brand Personalityservice-­‐oriented  red    old  ac0vists  voracity  tenacious  brave  impar0al  (poli0cally-­‐balanced)  non-­‐sectarian  human-­‐focused  
  20. 20. Messaging
  21. 21. PositioningInterna-onal  Domes-c  Harm  Home  
  22. 22. Comparators
  23. 23. The  Issues   Program  Success  The  Human  Story,  The  American  Story Migrants’    Achievements
  24. 24. Campaign Concept
  25. 25. Here for Good
  26. 26. Here for GoodMeaningful.  Conveys  brand  essence.  Flexible.  Works  across  programs  and  the  en0re  brand.  Func-ons  as  a  framework.    Can  contain  many  messages.  Timeless.  2013  and  beyond.  Adaptable.  Online,  offline,  and  across  social.  #HereForGood  Emo-onal.    Clear  and  powerful.  Mo-va-ng.    Call  to  ac0on,  posi0vely  contagious.  
  27. 27. Brand Image
  28. 28. Here for Good
  29. 29. 2. Define the Platforms
  30. 30. USCRI’s Social EcosystemDC156432
  31. 31. 2. Create the Content
  32. 32. Content Audit
  33. 33. Content PlanningEduca-onal   Inspira-onal   Engaging   Call  to  ac-on  The  Issues   Graphics  and  stats  showing  numbers  and  concentra0on  of  refugees.  USCRI  Program  Success  %  of  self-­‐sufficient  within  180  days.  Volunteer  quota0ons.  Sign  up  for  more  email  alerts!  Migrant  Stories  Cultural  impact.  Mentor  stories.  Drawing  parallels  of  historical  immigra0on  waves.    Asking  for  par0cipa0on.  Types  Topics  
  34. 34.  USCRI  Programs    What  we  do.    Where  we  work.    Cover  photo  Koula’s  US  map  image  being  designed  for  the  annual  report.  Images  Organiza0onal  facts  displayed  as  infographics  superimposed  over  USCRI-­‐provided  images.  10,924
  35. 35. Content Creation
  36. 36. Content Curation
  37. 37. Tout.com/uscri
  38. 38. Measure the Results
  39. 39. USCRI’S Goals Raise  organiza0on  profile   Gain  media  exposure   Tell  stories   Establish  thought-­‐leadership   Encourage  online  fundraising  
  40. 40. Multichannel Benefits
  41. 41. Results
  42. 42. RESULTSThe  Issues:  Hope,  Courage  Migrant  Stories  I:  Humanitarian  Quotes  USCRI  Programs  Migrant  Stories  II:  Immigra-on  Stories  The  Issues  II:  Myths  &  Facts  
  43. 43. Q&ALaura  Kisailus  lkisailus@forumone.com  Here  for  Good  facebook.com/uscri  

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