Brandraising: How to Create Relationship-Building Communications
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This document summarizes a presentation about branding and fundraising for nonprofits called "Brandraising". It discusses how branding can help nonprofits achieve their goals like fundraising, advocacy, and awareness. Brandraising is using branding to drive fundraising results. If done effectively, branding and rebranding through elements like positioning, personality, visual identity, and messaging can help nonprofits move donors up a ladder of engagement and achieve results like increased donations.
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Brandraising: How to Create Relationship-Building Communications
- 1. bigducknyc.com Brandraising Hosted by Lisa Colton, Chief Learning Officer, See3 Communications Presenter: Farra Trompeter, Vice President, Big Duck #brandraising
- 2. See3 works with nonprofits and social causes, activating people to change the world. We develop strategies and create media to deliver on goals like fundraising, advocacy, awareness, recruitment and more. Our clients include:
- 3. Vice President, Big Duck @Farra @BigDuck Farra Trompeter
- 5. What we’ll cover today • What can branding do for my nonprofit? • What is brandraising? • What results might we expect?
- 8. Why should nonprofits think about branding?
- 23. Positioning The big differentiating idea you strive to own in the minds of your target audiences
- 29. Personality The tone and style you want to communicate and be associated with
- 36. Positioning + Personality = Brand strategy
- 38. • Logo • Colors • Typography • Use of imagery / graphics Visual identities contain
- 39. • Name, abbreviation • Tagline • External vision, mission, values statements • Key messages • Elevator pitch Messaging platforms contain
- 41. Nonprofits have to move multiple audiences up a ‘ladder of engagement’
- 42. Reading The Brand IDEAPositioning: The Battle for Your Mind Brandraising
- 43. What can changing the brand really achieve?
- 51. • Your brand is a system • Positioning and personality can drive your brand • Everyone, everything is a ‘brand ambassador’ Takeaways
- 55. Matterness: Making People Matter More in a Social World Thursday, January 22 11am pacific/2pm eastern Allison Fine, author of Matterness: What Fearless Leaders Know About the Power and Promise of Social Media, and co-author of The Networked Nonprofit. Register at http://bit.ly/matternesswebinar UPCOMING FREE WEBINAR
- 56. Thank You!
Editor's Notes
- By 6:15 What do you know about these brands? What are their reputations? Why is it we know them? Consistency Longevity Effective frequency
- Nonprofit brands are less recognizable Why? Can you think of any others that should be up here? More complex- missions audiences Less money to increase visibility/ build name recognition with
- Not long ago there were only a few ways you could communicate with your donors: by phone, in person, or when you mailed them something Fundraising and communicating was today and still is about relationships- but the ways you built and maintained relationships was simpler.
- Going through a branding exercise can actually help you SAVE money – being consistent, using templates, etc.
- But we want everyone singing from the same songbook, right? Wouldn’t it be great if great causes could look buttoned up and get everyone on the same page?
- Back to reality. Here’s a sampling of one org’s print materials. If you got a couple of these pieces would you imagine they came from the same org?
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- but they have very different personalities too Being clear what your org’s personality is and reinforcing it at all points of contact is a great tool: Language - design - color even channels you use (Ex: IJS Twitter)
- but they have very different personalities too Being clear what your org’s personality is and reinforcing it at all points of contact is a great tool: Language - design - color even channels you use (Ex: IJS Twitter)
- but they have very different personalities too Being clear what your org’s personality is and reinforcing it at all points of contact is a great tool: Language - design - color even channels you use (Ex: IJS Twitter)
- 44% REBRANDED IN PAST 1-2 YEARS