GuideStar Webinar (09/26/13) - Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications

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As you expand the tools you use to communication online and off and staff's roles change, how do you ensure you're all speaking with one voice? Based on Sarah Durham's book Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications, this webinar will help you apply Brandraising concepts to improve your program's communications, and make sure they make sense with other aspects of your organization's communications, too.

Presenters: Sarah Durham, Principal and Founder, Big Duck, and Lindsay J.K. Nichols, Communications Director, GuideStar (moderator)

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GuideStar Webinar (09/26/13) - Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications

  1. 1. bigducknyc.com Brandraising #brandraising Sarah Durham | Big Duck September 26, 2013
  2. 2. bigducknyc.com
  3. 3. bigducknyc.com Sarah Durham Founder & Principal, Big Duck @BigDuckSarah @BigDuck #brandraising
  4. 4. bigducknyc.com What we’ll explore •  Why it’s harder to communicate now •  Why we remember some brands and not others •  What ‘brandraising’ includes •  How to communicate on your audiences’ terms •  A case study •  Resources
  5. 5. Photo by Tax Credit
  6. 6. bigducknyc.com Takeaway Consistency counts Exercise Layout your materials and review, no agenda
  7. 7. Blue slide: be clear about what you want to say as an organization, and how you want to say it.
  8. 8. bigducknyc.com Takeaway Positioning and personality can drive your communications and connect it all back to your mission Exercise Define your positioning and personality as a team and then assess your materials against them
  9. 9. bigducknyc.com
  10. 10. bigducknyc.com Visual Identities Contain Logo Colors Typography Use of imagery / graphics
  11. 11. bigducknyc.com Messaging Platforms Contain Name, abbreviation Tagline External vision, mission, values statements Key messages Elevator pitch Lexicon
  12. 12. bigducknyc.com My organization has a brand guide.
  13. 13. bigducknyc.com Takeaway Your brand is visuals + messaging, institutionalized through a style guide and trainings Exercise Articulate them all using positioning and personality, then define in style guide
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  15. 15. Photo credit: bigstockimages.com
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  17. 17. bigducknyc.com Takeaway Research can tell you more about them so you can communicate on their terms, not yours Exercise Create user personas, then test your materials against them
  18. 18. bigducknyc.com CASE STUDY New York Peace Institute
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  21. 21. bigducknyc.com The New York Peace Institute
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  36. 36. bigducknyc.com •  www.bigducknyc.com
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  38. 38. bigducknyc.com Upcoming Big Duck Trainings 10/16 Bagels at Big Duck: Is it Time to Rethink Your Website? 10/30 Webinar: Campaigns as an Experience of Your Brand http://www.bigducknyc.com/workshops
  39. 39. Questions? © Jeremy Crow

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