Nonprofit brand management

NONPROFITS NEED A BRAND THAT RESONATES!

NONPROFITS NEED A BRAND THAT RESONATES!

By: Eugene Fram       Free Digital Photo

How do people see your organization? Is your nonprofit clearly perceived, and the unique nature of its work, fully understood in the community or industry?

Nonprofit board members occasionally talk about the organizational brand image but rarely take tangible steps to define it. Yet the creation of a strong brand is a major factor in generating public respect, support and significant funding sources. Potential donors need to believe implicitly in the impact of the nonprofit on its clients. They also need to understand the realities implied in the brand image that fail to match the realities of the organization’s operations. For example, some family services agencies (actually multi-human service groups), have long struggled with a brand perception that they offer only family reproduction services.

Following are some guidelines that may help improve a current image or further clarify the mission which fuels the dedicated efforts of boards, staff and volunteers: (more…)

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Is It Necessary for Nonprofits to Support Their Brands Via Internal Marketing?

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…)