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Telling Your Story:
Simple Steps to Build
Your Nonprofit's Brand
Presented by:
Lisa Quigley & Ryan Tatum
May 21, 2024
2 © TechSoup Global. All Rights Reserved.
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Ryan Tatum
Senior Art Director
ryan.tatum@tappnetwork.com
LinkedIn
Lisa Quigley
Director of Account Strategy
lisa.quigley@tappnetwork.com
LinkedIn
Introductions
4 © TechSoup Global. All Rights Reserved.
Empowering Organizations
for Good
Problem We Solve
Our Why
How We Innovate and Impact
We transform your visionary
goals into digital realities,
empowering nonprofits and
government agencies to thrive
in today's dynamic world.
In the new Age of Acceleration,
many nonprofits and
government agencies are
challenged by a lack of digital
infrastructure. This gap inhibits
their ability to keep pace and
effectively support the most
vulnerable populations.
Tapp’s mission is more than just business
growth; it's about driving digital innovation
across rapidly expanding sectors. We strive to
transfer our knowledge, tools, and technology
to government agencies and nonprofits that
are tackling society's most pressing challenges.
We achieve this by harnessing the power of
artificial intelligence, developing high-impact
websites, software, and data-driven campaigns.
Our AI-enabled digital transformation
strategies enhance the positive impact of the
organizations we serve and amplify their
engagement with the communities they
support.
www.tappnetwork.com
Agenda
➔ Introduction to Tapp Network
➔ Branding 101
➔ Branding for Your Nonprofit
➔ Brand Storytelling
➔ Strategies for Developing Your Brand Story
➔ Case Studies
➔ Challenges
➔ Solutions
➔ Questions & Answers
6 © TechSoup Global. All Rights Reserved.
Poll Question 1
Which of the following brands or organizations do you think has
the most impactful storytelling, and why?
A. Nike - Just Do It
B. Apple - Think Different
C. Charity: Water - Bringing clean water to people in developing countries
D. The Red Cross - Providing emergency assistance and disaster relief
E. Disney - Creating magical experiences through stories
7 © TechSoup Global. All Rights Reserved.
Poll Question 2
What elements of their storytelling make them stand out to you?
(Select all that apply)
1. Emotional connection
2. Clear mission and values
3. Consistent messaging
4. Relatable characters or narratives
5. Visual appeal and branding
8 Copyright © TechSoup Global. All Rights Reserved.
Branding 101 for Nonprofits
Let’s Review
Branding 101 for Nonprofits
● Mission and Values
● Audience and Stakeholders
● Brand Identity
○ Logo and Visual Elements
● Brand Experience
● Engagement and Communication
● Evaluation and Adaptation
10 © TechSoup Global. All Rights Reserved.
Steps to Successfully Design a Brand
● Understand the Brand
● Research
● Create a Brand Strategy
● Design the Logo
● Develop Visual Elements
● Apply Consistently
● Seek Feedback
● Iterate and Evolve
● Protect the Brand
Basic Principles of
Graphic Design
● Typography
● Color Theory
● Layout and Composition
● Visual Hierarchy
● Balance
● Logo
● Consistency
● Simplicity
12 © TechSoup Global. All Rights Reserved.
Poll Question 3
Which element do you think is the MOST critical for establishing
a strong nonprofit brand, and why?
1. Mission and Values
2. Audience and Stakeholders
3. Brand Identity (Logo and Visual Elements)
4. Brand Experience
5. Engagement and Communication
6. Evaluation and Adaptation
13 Copyright © TechSoup Global. All Rights Reserved.
Brand Storytelling
What Does Branding Look Like for Your Nonprofit?
15 © TechSoup Global. All Rights Reserved.
What is Brand Storytelling?
Authenticity
Emotional Resonance
Clarity
16 © TechSoup Global. All Rights Reserved.
Share in the comments an impactful moment or success
story from your organization.
17 © TechSoup Global. All Rights Reserved.
Key Aspects for Developing
Your Brand Story
● Purpose
● Vision
● Character
● Conflict
● Resolution
● Values
● Unique Selling Proposition (USP)
Proven Formats for Brand Stories
A Hero’s Journey
Proven Formats for Brand Stories
A Hero’s Journey
A Hero’s Journey
A Hero’s Journey
23 © TechSoup Global. All Rights Reserved.
Proven Formats for Brand Stories
● The ABT Method or And, But, Therefore
● The Power of Why
● The What, So What, Now What Method
● The PIXAR Framework Method
● Oren Klaff
24 © TechSoup Global. All Rights Reserved.
Poll Question
Which element of storytelling does your nonprofit
find most difficult to master?
A. Authenticity
B. Emotional resonance
C. Clarity
D. Identifying impactful stories
E. Integrating stories into marketing materials
What’s Next?
1. Let’s Get Started
a. Conduct a Brand Audit
b. Develop Your Brand Positioning
c. Create a Brand Identity
d. Craft Your Brand Story
e. Implement Across Channels
f. Train Your Team
g. Monitor and Adapt
h. Measure Impact
i. Build Trust
j. Sustainability
2. Budget
3. Resources / Time
4. Adapting to Digital Trends
26 © TechSoup Global. All Rights Reserved.
When to Engage an Agency,
Training Your Team on a
Budget
When to Engage an Agency:
• Initial Branding and Rebranding
• Specialized Campaigns
• Scaling Efforts
• Training and Development
How to Train Your Team on a Budget:
• Webinars and Online Courses
• Ebooks and Guides
• Peer Learning
27 © TechSoup Global. All Rights Reserved.
Ready to Get Started?
Digital Marketing Assessment: What's Your Grade?
DIGITAL MARKETING ASSESSMENT
Any Questions?
29 © TechSoup Global. All Rights Reserved.
Click Here to Learn More
Thank You!
sales@tappnetwork.com
www.tappnetwork.com

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Telling Your Story_ Simple Steps to Build Your Nonprofit's Brand Webinar.pdf

  • 1. Telling Your Story: Simple Steps to Build Your Nonprofit's Brand Presented by: Lisa Quigley & Ryan Tatum May 21, 2024
  • 2. 2 © TechSoup Global. All Rights Reserved. Here’s how to engage in today’s event: Questions? Use the Q&A feature. Check your inbox! We’ll email you the replay, slides, and resource links within a couple days. Learn something cool? Share on social media and tag us @TechSoup Closed captioning is available. Turn on with the CC button located in your Zoom menu. Hosted on
  • 3. Ryan Tatum Senior Art Director ryan.tatum@tappnetwork.com LinkedIn Lisa Quigley Director of Account Strategy lisa.quigley@tappnetwork.com LinkedIn Introductions
  • 4. 4 © TechSoup Global. All Rights Reserved. Empowering Organizations for Good Problem We Solve Our Why How We Innovate and Impact We transform your visionary goals into digital realities, empowering nonprofits and government agencies to thrive in today's dynamic world. In the new Age of Acceleration, many nonprofits and government agencies are challenged by a lack of digital infrastructure. This gap inhibits their ability to keep pace and effectively support the most vulnerable populations. Tapp’s mission is more than just business growth; it's about driving digital innovation across rapidly expanding sectors. We strive to transfer our knowledge, tools, and technology to government agencies and nonprofits that are tackling society's most pressing challenges. We achieve this by harnessing the power of artificial intelligence, developing high-impact websites, software, and data-driven campaigns. Our AI-enabled digital transformation strategies enhance the positive impact of the organizations we serve and amplify their engagement with the communities they support. www.tappnetwork.com
  • 5. Agenda ➔ Introduction to Tapp Network ➔ Branding 101 ➔ Branding for Your Nonprofit ➔ Brand Storytelling ➔ Strategies for Developing Your Brand Story ➔ Case Studies ➔ Challenges ➔ Solutions ➔ Questions & Answers
  • 6. 6 © TechSoup Global. All Rights Reserved. Poll Question 1 Which of the following brands or organizations do you think has the most impactful storytelling, and why? A. Nike - Just Do It B. Apple - Think Different C. Charity: Water - Bringing clean water to people in developing countries D. The Red Cross - Providing emergency assistance and disaster relief E. Disney - Creating magical experiences through stories
  • 7. 7 © TechSoup Global. All Rights Reserved. Poll Question 2 What elements of their storytelling make them stand out to you? (Select all that apply) 1. Emotional connection 2. Clear mission and values 3. Consistent messaging 4. Relatable characters or narratives 5. Visual appeal and branding
  • 8. 8 Copyright © TechSoup Global. All Rights Reserved. Branding 101 for Nonprofits Let’s Review
  • 9. Branding 101 for Nonprofits ● Mission and Values ● Audience and Stakeholders ● Brand Identity ○ Logo and Visual Elements ● Brand Experience ● Engagement and Communication ● Evaluation and Adaptation
  • 10. 10 © TechSoup Global. All Rights Reserved. Steps to Successfully Design a Brand ● Understand the Brand ● Research ● Create a Brand Strategy ● Design the Logo ● Develop Visual Elements ● Apply Consistently ● Seek Feedback ● Iterate and Evolve ● Protect the Brand
  • 11. Basic Principles of Graphic Design ● Typography ● Color Theory ● Layout and Composition ● Visual Hierarchy ● Balance ● Logo ● Consistency ● Simplicity
  • 12. 12 © TechSoup Global. All Rights Reserved. Poll Question 3 Which element do you think is the MOST critical for establishing a strong nonprofit brand, and why? 1. Mission and Values 2. Audience and Stakeholders 3. Brand Identity (Logo and Visual Elements) 4. Brand Experience 5. Engagement and Communication 6. Evaluation and Adaptation
  • 13. 13 Copyright © TechSoup Global. All Rights Reserved. Brand Storytelling
  • 14. What Does Branding Look Like for Your Nonprofit?
  • 15. 15 © TechSoup Global. All Rights Reserved. What is Brand Storytelling? Authenticity Emotional Resonance Clarity
  • 16. 16 © TechSoup Global. All Rights Reserved. Share in the comments an impactful moment or success story from your organization.
  • 17. 17 © TechSoup Global. All Rights Reserved. Key Aspects for Developing Your Brand Story ● Purpose ● Vision ● Character ● Conflict ● Resolution ● Values ● Unique Selling Proposition (USP)
  • 18. Proven Formats for Brand Stories
  • 19. A Hero’s Journey Proven Formats for Brand Stories
  • 23. 23 © TechSoup Global. All Rights Reserved. Proven Formats for Brand Stories ● The ABT Method or And, But, Therefore ● The Power of Why ● The What, So What, Now What Method ● The PIXAR Framework Method ● Oren Klaff
  • 24. 24 © TechSoup Global. All Rights Reserved. Poll Question Which element of storytelling does your nonprofit find most difficult to master? A. Authenticity B. Emotional resonance C. Clarity D. Identifying impactful stories E. Integrating stories into marketing materials
  • 25. What’s Next? 1. Let’s Get Started a. Conduct a Brand Audit b. Develop Your Brand Positioning c. Create a Brand Identity d. Craft Your Brand Story e. Implement Across Channels f. Train Your Team g. Monitor and Adapt h. Measure Impact i. Build Trust j. Sustainability 2. Budget 3. Resources / Time 4. Adapting to Digital Trends
  • 26. 26 © TechSoup Global. All Rights Reserved. When to Engage an Agency, Training Your Team on a Budget When to Engage an Agency: • Initial Branding and Rebranding • Specialized Campaigns • Scaling Efforts • Training and Development How to Train Your Team on a Budget: • Webinars and Online Courses • Ebooks and Guides • Peer Learning
  • 27. 27 © TechSoup Global. All Rights Reserved. Ready to Get Started? Digital Marketing Assessment: What's Your Grade? DIGITAL MARKETING ASSESSMENT
  • 29. 29 © TechSoup Global. All Rights Reserved. Click Here to Learn More