When you think of a “brand,” what first comes to mind—the logo? Ads? Tagline? Sure, all of those are part of a brand—but a brand is so much more than that (especially to donors!).
Your brand is the:
- promise you make to your donors
- connection they feel with you and your cause
- essence of your organization
- personality your nonprofit conveys
- message you deliver in all of your communications
- values you live by
In short, it’s the total experience you create for donors and employees.
Isn’t it enough that all your communications match and that you have the logo in the right places? Nope. That’s good thing, but not enough. Here’s why: Having a clear and compelling brand promise will make everything you do more efficient and cost-effective. Wouldn’t it be nice to know that you’re spending less and engaging donors more effectively at the same time?
Look, you know donors have many choices for where to give their time, talent and treasure. You want them to choose you. Clearly defining your brand will help you get there with less effort and expense.
If donors are engaged with and emotionally connected to your brand, they will seek out your nonprofit, stay with you over time, donate more often, and—importantly—tell others how great you are and why they should donate, too. Talk about extending your budget!
Take a new look at your brand.
Start by asking these five questions:
- What do donors really want?
- What does your cause truly deliver to them?
- What weaknesses do you need to overcome to more powerfully deliver what donors want?
- What are your peer organizations promising to donors? How are you similar or different?
- What “unmet or under-met” needs could you address to stand out from your peers?
Be curious. Your brand is special. It has a powerful promise to share. All you need to do is uncover—and communicate—that promise.
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Learn more about Nancy Benben, the author of this post. She’s a brand expert and Just Giving Communications associate consultant.