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Branding identity key to fundraising success rev 3 12.1.10
- 2. Branding your identity is key to fundraising success Stacie Madden, SEM Associates Nancy Barr, International Fund for Animal Welfare
- 8. What the heck is a brand anyway? “ A singular idea or concept … inside the mind of your prospect” Ries and Ries
- 10. One Million Messages a Year
- 11. “ If You’re Not Remarkable, You’re Invisible”
- 12. Top ten global brands Source: Interbrand The Top 100 Best Global Brands
- 13. Top ten nonprofit brands Source: Cone The Cone Nonprofit Power Brand 100 Familiarity and personal relevance, media coverage, percent of revenue from direct public support
- 14. UNIQUENESS IMPORTANCE TO AUDIENCE YOU EXCEL AT IT YOUR BRAND
- 15. Your Brand is the Hub of the Wheel
- 16. The First Law of Branding The Law of Expansion: The power of a brand is inversely proportional to its scope Source: Ries and Ries, The 22 Immutable Laws of Branding
- 17. The model expansion undermines the brand name in the mind of the consumer
- 18. The Second Law of Branding The Law of Contraction: A brand becomes stronger when you narrow its focus
- 21. The Fifth Law of Branding The Law of the Word: A brand should strive to own a word in the mind of the consumer
- 23. The 10th Law The Law of Extensions: The easiest way to destroy a brand is to put its name on everything.
- 25. The 19th Law The Law of Consistency: A brand is not built overnight. Success is measured in decades, not years.
- 27. The 20th Law The Law of Change: Brands can be changed, but only infrequently and only very carefully.
- 29. The 22d Law of Branding The Law of Singularity: The most important aspect of a brand is its single-mindedness
- 31. The Bemporad-Baranowski Law of Consistency A brand cannot get into the mind of its audience unless it is communicated clearly and consistently over time.
- 47. Champions Circle
- 48. Champions Circle Redesign Monthly Giving Program
- 55. IFAW’s Animal Action Program
- 66. Play IFAW's Roar! Youth Voices for Tigers Video As part of the international Animal Action education program, IFAW offices around the world gathered video messages from young people for protecting the last wild tigers. These youth voices were used to create a video presentation for world leaders during a VIP reception organized by IFAW in St. Petersburg during the Global Tiger Summit. It was a unique project that received wide-spread attention from summit participants and media.
- 67. Click to play Boston’s Fox 25 News
- 70. Education & Awareness 1. Clear Goals 2. Identify Target 3. Know Target Audience 4. Message & Delivery
- 76. Questions
Editor's Notes
- Promoted on Leonardo’s social networks: with over 400K followers on Twitter and over 500K fans on Facebook
- Integrated campaign: e-appeals, celebrity promotion, website content with link to donation page, social networking, media relations, corporate alliancese
- Corporate alliance with weekly reader: vendor for distribution to 79,000 teachers in US; WR was also pro bono promotional corporate partner. Shown here Weekly Reader website promotion of IFAW and Born to Be wild Education program.
- Weekly Reader PR/Media Relations resulted in good press pick-up including CNBC – shown here