Branding a nonprofit organization

Perception is reality in the world of branding. Nonprofit organizations need to invest time and research into determining how their target audience and the public at large views them and receives their message for the world. The importance of understanding the image nonprofit organizations portray, especially since many of them rely on donated funds, services and goods, is vital to successfully branding their organization, thereby making it easier to grow and succeed in achieving their goals.

Communicating the right message

Nonprofits depend on strong communication skills to achieve optimum success. Preparing their message effectively and efficiently is vital. To do so, nonprofit organizations need to have a clear vision of what they plan to accomplish, as well as a concise business plan to help them meet their goals. The following things need to be clearly defined through proper branding methods:

• Mission Statement: It is not enough for nonprofit organizations to have noble ideas. They must also have a clearly communicated declaration, preferably one that sets them apart from their competitors, which they publicize as part of the total package that expresses why they are beneficial to their community.
• Business Plan: Nonprofit organizations apply for grant money, conduct fundraising events and actively work to raise funds to meet the goals outlined in their mission statement. Business plans streamline the process of raising funds by testing and working out possible glitches beforehand. Business plans also communicate to larger institutions, the qualifications and networking capabilities that will maximize the highest return on investment within the organization itself.
• Target Audience: Nonprofit organizations need to know who is most likely to contribute to their cause. They need to determine who their target audience is and then decide how best to communicate with them. For example, if the target audience is teenagers, getting them to attend a lecture and then donate funds based on the message is probably not going to work. On the other hand, teenagers will respond to high energy, interactive, social activities, preferably with loud music playing in the background. Nonprofit organizations also need to identify those they serve and how they can best help them.

Mission statements, business plans and target audiences must be taken into consideration when branding a nonprofit organization. Each expressly communicates the importance of the organization, thereby developing the perception it receives.

Branding guidelines and strategies

In order for nonprofit organizations to brand themselves correctly, they need to find out how others perceive them. They need to be flexible and adaptable in order to minimize effort and maximize potential results. Specific branding guidelines and strategies can be employed to communicate their message effectively with others.

• Craft a Memorable Name: Company names for nonprofit organizations need to communicate who they are and what they do without being too wordy. They need to express a short and sweet message that is catchy and attractive to those who are exposed to it. If more needs to be said, a tagline can always be added, though it should be able to stand alone and separate from the company name.
• Develop a Unique Logo: Logos are commonly the first image associated with an organization. They are the icon that represents the company name. Logos need to be simple, yet interesting. They need to communicate the personality of the nonprofit organization.
• Test the Market and Audience: Branding a nonprofit organization requires taking time to test the company name, logo and message. Through this process, nonprofits can discover how others perceive them. Conducting surveys is a viable option for brand testing. Companies should be prepared to offer different options and scenarios to those being tested; they should be willing to adjust their representation according to the results of those being tested if necessary.
• Develop Consistency Throughout the Nonprofit Organization: Nonprofit organizations need to be easily accessible and attractive. Developing a consistent message and way to communicate that message is important to their overall success. Each department, staff member and volunteer should be trained to communicate the same message to their audience.

Presenting a brand to the world

Once a nonprofit organization has gone through the process of determining who it is and what it represents, followed by creating and testing the tools necessary to receive the appropriate perception, it’s time to present itself to the world. This can be done through marketing and public relations campaigns that are consistent with its brand and message.

Developing a brand for nonprofit organizations takes time, but is well worth the effort. Employing proven business practices, strategic planning, flexibility, and a little common sense will brand nonprofit organizations in a way that not only helps people respond favorably to their cause, but also helps them serve the greater good by doing so.