Once upon a time, it was about asking for money. New century; new millennium; new - everything. A concept that would have seemed far-fetched a century ago is accepted as normal today, a concept such as branding. As Kelley Jarrett of Blackbaud and Danielle Brigida of the National Wildlife Federation told an audience at Blackbaud’s Conference for Nonprofits in Charleston, S.C., branding is the intangible sum of a product’s attributes, or the following: Name. Recognition of the name tied to mission is important, because a vague name can entail larger expense to build name recognition. If necessary, incorporate a tagline to help explain the name. Packaging. A wrapper can do a lot to help sell a product, so think of what the organization’s “wrapper” portrays. It should communicate … Continue Reading
A New Brand is Born: What The Debut of The Jewish Federations of North America Suggests
A brand launch is a special moment in an organization’s public life and one that affords it the opportunity to greet both loyal and potential supporters with a fresh image and message that, if effective, will lay the foundation for building strong relationships between these valued supporters and the organization. The interesting and perhaps most telling thing about the debut of The Jewish Federations of North America brand (formerly United Jewish Communities) at the General Assembly meeting this week, was how singularly modest and quiet its launch was. No big signage boldly shouting the new name, no hoopla at the plenary events to draw attention, no clever tagline to suggest a future direction. None of the usual marketing pronouncements or grand statements offered up by its new leaders … Continue Reading
Moving Philanthropy from Legacy to Leadership: Q&A With BBMG’s Mirm Kriegel
Last week we shared a sneak peak at BBMG’s latest white paper: “From Legacy to Leadership: Is Philanthropy Ready for the New Consumer?” which explores how branding, innovation and consumer engagement can drive social impact and help move legacy nonprofits into leadership brands. (Click for a copy of the free, downloadable white paper.) Now we sit down with Mirm Kriegel, head of BBMG’s Philanthropy and Social Enterprise practice, to explore further what today’s legacy institutions can do to become tomorrow’s passion brands. Moving Philanthropy from Legacy to Leadership: Q&A With BBMG’s Mirm Kriegel Q: The premise of this white paper on philanthropy is based on insights into the conscious consumer - people making purchasing decisions based on their values. How do you make the … Continue Reading
Rebranding the UJC
We first told you about this in June. Now it's official. On Tuesday UJC's Board of Trustees unanimously approved a new name and a new logo for the organization: The Jewish Federations of North America. According to UJC, "As part of an ongoing effort to create a stronger continental brand and market positioning for the Federation system, and based on market research, UJC is changing its name to align with and reflect the Jewish Federations’ naming. The new name builds on strength of familiarity of local Jewish Federations, aligns with 90 percent of local Federations’ names, and reflects the best practices of other large federated non-profits. ... The new name and logo will begin to be rolled out publicly at the 2009 General Assembly (GA) Nov 8-10 in Washington, D.C." We wonder - will the … Continue Reading
From Legacy to Leadership
Is Philanthropy Ready for the New Consumer? In a world that’s adapting to radical social and economic change, today’s nonprofits are forced to reimagine how they do more with less: What could things look like if our costs went down, our reach went up, and we could multiply our impact? Innovation is no longer the exception, it’s the new imperative. As some of the nation’s largest nonprofit institutions struggle to regain market share from their more nimble counterparts, the opportunity has never been more ripe for nonprofits to reinvent themselves. And it starts by listening to and engaging the new consumer. Values-driven branding and marketing firm BBMG has just completed its latest white paper: “From Legacy to Leadership: Is Philanthropy Ready for the New Consumer?” The paper … Continue Reading
New Report Values America’s 100 Leading Nonprofit Brands
A new report has just been released that indicates the power of the 100 top brands in the American nonprofit world. Combined Jewish Philanthropies of Boston is 69. from the press release: The YMCA of the USA’s brand is worth almost $6.4 billion, making it the nation’s most valuable nonprofit brand, according to The Cone Nonprofit Power Brand 100. This first-of-its-kind research explores the unique relationship between nonprofit brand image and financial performance and revealed some organizations may be leaving millions of dollars in potential unearned revenue on the table. Cone, in collaboration with Intangible Business, developed the new brand valuation to provide nonprofits with the information and inspiration they need to make their brands work harder. Brands were valued based … Continue Reading
UJC Gives Birth to The Jewish Federations of North America
There has been a lot of 'noise' recently in the Web 2.0 world about changes underway within the UJC system. Let's cut to the tachlis. Here's how the UJC frames a few new initiatives (all quotes are taken from yesterday's emailed Leadership Briefing): 1. The UJC name is history. "As part of an overarching effort to create a stronger continental brand for the Federation system, and based on brand research results, UJC’s strategy calls for changing its name to Jewish Federations of North America to better align and reflect the names of member organizations...UJC plans to launch the new brand...around the 2009 General Assembly in November." For you brand pundits out there, take a look at the GA Website. No name branding; no organization logo; read the about section and you'll find no mention … Continue Reading
NewsBits: Around The Jewish Web
First up, this is apparently a week to announce mergers and brand overhauls. from The New York Jewish Week: Major Youth Groups to Join Forces As the economy has worsened, there have been calls for Jewish organizations to merge and consolidate, but little to show for it. Now comes word that two Washington-based national Jewish groups aimed at teen involvement are about to join forces. By Sept. 1, Panim, which promotes Jewish leadership and values, will become a division of BBYO, the venerable teen social and leadership group. from The Jerusalem Post: 'Tablet Magazine' launches in attempt to set Jewish life to multimedia Equal parts newspaper, magazine, Web site, radio and video, Tablet Magazine launched on Tuesday as a daily publication promising a "new read on Jewish … Continue Reading
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