This presentation is designed to be a guide/ working session to building a strong brand for nonprofit organizations. www.donorexperience101.com

1. Nonprofit Brand Building 101
BRIDGET L. BRANDT
WWW.DONOREXPERIENCE101.COM

3. Brand Elements
A brand is a "name, term, design, symbol, or any
other feature that identifies one seller's good or service
as distinct from those of other sellers.“

4. Why should I care about my brand?
Online Brand Infographic

5. Great let’s build a brand.

6. The Best Laid Plans
Multiple Challenges Hinder the Creation of Effective Marketing Plans
Source: MLC, Eliminating Complexity in Marketing Planning, Washington D.C.: © 2006 Corporate Executive Board.
Corporate Executive Board 2006, p. 5. All Rights Reserved.

7. Branding Framework

8. Step 1: Analysis

9. Step 2: Plan
Brand Vision Questions
What business are you in?
Who are your brand role models?
Who are you talking to?
What other nonprofits do they support?
What are their passions and goals?
What is the vision in 1 sentence?
What does success look like?
How different is your vision form the competition?

10. Step 3: Define

11. Step 4: Educate

12. Don’t forget about

13. Step 5: Execute

14. Step 7: Evaluate

15.  Name.
 Logo.
 Tagline or Catchphrase.
Samples of  Graphics.
Brand
 Shapes.
 Colors.
Elements  Sounds.
 Tastes.
 Movements.
 Feel/Atmosphere.
 Events.

16.  Name: The word or words used to identify a company,
product, service, or concept.
Samples of 1. Spell It A Different Way.
A gelatin dessert came out as JELL-O. A fruit-based drink for kids came out as FROOT. An
intentionally misspelled word could become your product’s name. Or company name: TOYS
Brand
R US.
2. Generate First, Judge Later.
Elements
Get yourself (or your task force) started by generating as many different names as you can.
Write everything down. There are no bad ideas, yet. Save the judging for later. In a group
session, try this penalty for saying, “What a lousy idea.” That person has to produce two
more ideas for names.
3. Go For Quantity.
Don’t fall in love with a short list of two or three possible names. Develop lots of names. In a
typical trademark search, you’ll lose at least 8 of every 10 names you generate.
4. Try For An Acronym.
VISTA. Volunteers In Service To America. MADD. Mothers Against Drunk Driving. FAST
LANE.
5. Think About Why It Will Be Used.
A $100 pair of sneakers should make me faster and more agile. So, what suggests fast and
agile? REEBOK is the name of a fleet-footed African gazelle. PUMA is the Spanish word for a
large wild cat. (Would a Keds or a Converse make me that agile?).
6. Say It Out Loud.
Names should be pleasing to the ear as well as to the eye.
http://www.brandingstrategyinsider.com/2009/06/33-tips-tactics-for-generating-names.html

17.  Logo: The visual trademark that identifies the brand.
Samples of
Brand
Elements

18.  Logo: The visual trademark that identifies the brand.
Samples of
Brand
Elements

19.  Tagline or Catchphrase: “Got Milk?" ; “What happens in
____ stays in _____“
 Dos
Samples of  Ensure that your tagline works together with your
organization’s name, positioning statement and key
Brand messages.
 Emphasize action and/or emotion. Use verbs, not
Elements just nouns.
“Explore, enjoy and protect the planet.”
– Sierra Club
“Saving babies, together”
– March of Dimes
 Don’ts
 Don’t be generic. Be specific and as emotive as
possible. Weak – “Building a Better New York”.
This tagline could represent a construction firm.
 Don’t craft a tagline your organization can’t stand
behind 100%.
 Don’t launch your tagline before trying it out.
 Don’t change your tagline more than once a decade.
http://gettingattention.org/articles/136/message-development/guidelines-nonprofit-taglines.html

20.  Graphics: The dynamic ribbon is a trademarked part of
Coca-Cola's brand.
Samples of
Brand
Elements

21.  Shapes: Pink Ribbon
Samples of
Brand
Elements

22.  Colors: The color that identifies your organization
 Yellow- Live Strong
Samples of Pink- Susan G. Komen

For the complete list of awareness ribbon colors:
Brand  http://en.wikipedia.org/wiki/List_of_awareness_ribbons
Periwinkle -
Elements

 Eating disorders awareness (anorexia, bulimia, and EDNOS)
 Stomach cancer
 Esophageal cancer
 Pulmonary hypertension awareness
 Pink and Blue -
 Pro-life
 Genital integrity
 Male Breast Cancer Awareness
 Inflammatory breast cancer awareness
 Infertility awareness
 Infant loss awareness
 Orange ribbon-
 Homestuck Awareness day
 Free software awareness/advocacy[82]
 Leukemia awareness[16]
 Multiple Sclerosis Awareness[83]
 Self Injury Awareness Day[84]
 Malnutrition awareness
 …

23.  Sounds: A unique tune or set of notes can denote a brand.
NBC's chimes are a famous example.
Samples of
Brand
Elements

24.  Feel/Atmosphere: Starbucks

Samples of
Brand
Elements

25.  Events: Jerry Lewis Telethon
Samples of
 Start with the event concept.
 Evaluate your mission, and use it to create an event-
Brand specific fundraising case for support that is tailored to
your event's target audience.
 Not all the participants are equal from a fundraising
Elements perspective.
 So driving participation is the basic building block of all
fundraising events.
 Seek to find ways to bring the mission alive, rather than
simply grafting a fundraising ask onto a walk, auction,
golf tournament, etc.

26.  Sounds: A unique tune or set of notes can denote a brand.
NBC's chimes are a famous example.
 Scents: The rose-jasmine-musk scent of Chanel No. 5 is
Samples of trademarked.
 Tastes: Kentucky Fried Chicken has trademarked its
Brand special recipe of eleven herbs and spices for fried chicken.
 Movements: Lamborghini has trademarked the upward
Elements motion of its car doors.
Maybe your organization will be the next one to brand
themselves in this way???

27. Brand Growth
Theory Tactics
 Establish a repeatable framework
for building brands
 Develop marketing plans that
support brand strategy
 Develop a clear, differentiated
brand strategy

28. How do I differentiate my brand?
Theory Tactics
 Focus on the unique value your brand
creates for its ____. Find targeted
growth opportunities that enhance your
brand.
 Support planning process with brand-
building tools and principles
 Associate the brand with the outcomes
your customers most desire
 Identify the unmet needs within a
category that you can "own“ & convert
your core competencies into points of
differentiation for your brand

29. How can I keep my brand's reputation
strong in the age of social media?
Theory Tactics
 Recognize that you won’t be able to
control everything that is said about
your brand, and develop a consistent
brand experience to help prevent social
media emergencies.
 Develop social media guidelines for
employees/volunteers
 Monitor key reputation attributes that
reinforce brand positioning
 Ensure the customer experience
reinforces your brand image

30. Questions
BRIDGET L. BRANDT
WWW.DONOREXPERIENCE101.COM
SAGE NONPROFIT SOLUTIONS
BRIDGET.BRANDT@SAGE.COM