Branding your Non- Profit

It is clear to anyone in the nonprofit sector today that fundraising is maybe the most important activity out there if you want your organization not just to survive but also to thrive.

Most charitable nonprofits rely today upon the generosity of donors for some or all of their funding and many fundraising focused businesses and consultants help nonprofits identify and cultivate individual donor prospects.

All good.. but what about branding? Do nonprofits at large pay enough attention to it?

I believe not.

For us though at the Financial Policy Council, branding is more than just a logo; it is the image and impression that sits in our donors mind when our organization’s name is mentioned.

My 2 cents on branding:

All organizations can benefit from strong branding. Brands that are represented consistent with the organization’s mission have an easier time focusing and building audience.

Branding is more than great visuals. It’s the way your constituents describe to others your organization and its mission.

Measurement is essential to understand your impact. Activities must support priorities, so it is imperative to define key metrics that drive your organization and create plans that are focused on driving those metrics.

Develop tools that work for you. Not every organization is going to be successful at launching a social media campaign. Understanding your audience and the organization’s mission will help define the tools you use to communicate.

Focus on storytelling. Everyone has their own stories and personal connections to the mission. If a brand is really strong, those stories weave together in a way that communicates what that brand is all about.

Share your thoughts

Written by

Ziad Abdelnour is a political activist and is the Founder and President of the United States Committee for a Free Lebanon.