Is It Necessary for Nonprofits to Support Their Brands Via Internal Marketing?
By: Eugene Fram
Nonprofit branding is an important topic to nonprofit directors and managers with nonprofits wanting to differentiate their services, images and reputations. Some organizations are spending substantial dollars to assess and build their brands without realistic board oversight and relating their branding efforts to a strategic plan.
Most nonprofits with which I have had contact are not aware whether all their employees and board directors are “brand loyal.” and they make no efforts to assess internal brand loyalty. Some assume independent contributors (accountants, counselors, social workers, trade association executives, etc.), who work for nonprofits, see their loyalties as being related to their professions not their employing organizations. (more…)