Branding For Nonprofits What It Is…And What It Ain’t WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018
Your Brand is More than just… A Visual Identity …or a Slogan WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018
And It’s More than a Tool For Fundraising WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018
What’s Your Brand? WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018
It’s the Sum Total of Perceptions about Your Organization. It’s what they think about you! • What you stand for • What you do • What your social impact is WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018
WHY IS BRANDING IMPORTANT? WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018
It’s connected to your reputation – good and bad WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018
WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018
WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018
WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018
WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018
WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018
WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018
The enduring awareness of your brand’s reputation An enduring good reputation engenders trust that allows you to act with authority and credibility, and to apply your resources more effectively. Conversely, an enduring bad reputation may actually hinder your groups ability to pursue its goals. WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018
WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018
Susan G. Komen Foundation discovers the price of playing politics The Susan G. Komen Breast Cancer Foundation committed one of the great PR faux pas of the decade in January 2012, when it summarily cut off funding to Planned Parenthood in what appeared to be a bow to anti‐ abortion crusaders. Now, with its release of its latest financial statements, the cost of that decision can be measured: It's more than $77 million, or fully 22% of the foundation's income. That's how much less the Dallas‐based foundation collected in contributions, sponsorships and entry fees for its sponsored races in the fiscal year ended March 31, 2013, compared with the previous year. The raw figures are these: In the most recent fiscal year Komen booked $270 million; the year before that, Komen booked $348 million. Last year's decline was a continuation of a slightly longer trend. In fiscal 2011 the organization collected $367 million. Komen officials are candid in attributing much of last year's sharp decline to the Planned Parenthood controversy, though they also point to the general economic slump. Participation in the group's signature Race for the Cure events is also down. (Los Angeles Times) WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018
WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018
WHY IS BRANDING IMPORTANT? WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018
It drives your long‐term social impact while strengthening your internal identity, and builds cohesion and capacity inside your organization WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018
WHY IS BRANDING IMPORTANT? WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018
It’s a valuable asset…a gateway to all other assets, both human and financial WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018
Tools and Techniques WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018
Basic Steps to Building Your Brand • Get clear on your mission and intended impact • Differentiate yourself • Understand the different audiences to whom you must speak • Be relatable • Appeal to Emotion – But Be Careful WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018
Who Can Resist Alec? WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018
Is ASPCA Exploiting the very animals it seeks to help? WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018
Is this a more ethical way? WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018
Basic Steps to Building Your Brand • Get clear on your mission and intended impact • Differentiate yourself • Understand the different audiences to whom you must speak • Be relatable • Appeal to Emotion • Be a thought leader • Invest time and $$ in website and collateral materials • BE PATIENT WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018
Conduct an Internal Audit WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018
Conduct an Internal Audit Paint a Picture of Yourself • Who you are • Your background/history • Who you serve • How you serve • What are your current challenges and roadblocks WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018
Conduct an Internal Audit Describe your product or service • What is it that you provide • To whom • How good a provider are you • How much of the need to you meet (market share) • What does it cost you WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018
Conduct an Internal Audit What’s Your Market • Geography • Demography • Size • Life styles • Trends WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018
Conduct an Internal Audit Who are your stakeholders/audience • Who are you talking to • Who should you be talking to • How many different audiences do you have • Who are they • What are their concerns • How do they differ from one another WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018
Conduct an Internal Audit Who’s Your Competition • Who else provides the service or product in your area • How big is their share of the market • What are their strengths or weaknesses • What areas (geography) do they serve • How do they ‘sell’ their service or product WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018
WHY IS BRANDING IMPORTANT? WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018
WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018
Questions WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018
Recommend
More recommend
