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 brand consistency, document and educate in a consistent, professional way.
- History. Education promotes credibility, but the story must be kept up to date: How is the organization’s history affecting today’s actions?
- Reputation. Understand weaknesses and plan ahead. Don’t be afraid to think of crisis recovery.
- Customer experience. The donor needs to feel good about both helping to build a better world and the process of doing so.
courtesy NonProfit Times