Branding is finally picking up steam in the nonprofit world. The 2015 Nonprofit Communications Trends Report lists “Raising brand awareness” as one of the top three communications goals of nonprofit leaders, right behind “Engaging community” and “Retaining existing donors.” Nonprofits who don’t pay attention to their brand are going to get left behind. A strong brand can help nonprofits achieve all their goals much more efficiently. As an investment, spending more on brand building earlier is ultimately cost-effective over time. Here’s my quick take on why nonprofit organizations should grow their brand.

Why Nonprofits Should Grow their Brand

1. Develop clear, consistent communications.

Defining brand requires your team to look closely at who you are and what you are saying, and to commit to being consistent with all your communications. Not only will this present a clear picture of your organization to anyone your staff and Board come into contact with, but the message will always be the same. That’s how you begin to build a strong brand which will….

2. Win more eyeballs and help people remember you.

A solid brand strategy that is also well-executed enables communications that look great and are guaranteed to win hearts as well as minds. Strive to be unforgettable so that you can…

3. Raise more money and increase engagement.

Community engagement and increasing donorship are tops on the list for nonprofits. The more trust a person feels in a brand, the more likely they will engage and give. And of course this will enable you to…

4. Make a bigger impact.

Yup, you get it—everything builds on the last thing. The bigger brand share you’ve got… the more donors / volunteers / partners / constituents / recruits you have… the more money you raise… all these add up to be able to doing the work your mission calls for! And things begin to get easier, which inevitably enables you to…

5. Achieve long-term savings.

Here’s one thing I know from my experience doing this work over the last 20 years: when you do things correctly from the beginning, it pays off as time goes on. So if  you make the investment into building a strategy, defining the brand, creating a corporate identity and design system, and developing a messaging strategy now, you will need to spend less later because the work is done, you’ve built your foundation. Whomever is running the next initiative has lots to use and build upon, saving time and money.

You can see I’m a big believer in the power of brand when it’s done well! Learn more about how we help nonprofits here ›