I’m so eager to share with you the incredible learning experience I had at the recent Nonprofit Technology Conference (NTC) . I learned all about nonprofit rebranding via Farra Trompeter, Vice President of Big Duck, and Will Nolan, Senior Vice President of Parent Project Muscular Dystrophy (PPMD). Here are a few key takeaways to help you understand the potential of brand for our causes, and knowing when it’s time for a change.
First Things First: What’s a Brand? Your nonprofit’s brand represents your identity, your promise to donors and constituents, and the consistency of your work. The principles outlined here are relevant whether you’re shaping a first-time (intentional) brand for your organization, or you’re rebranding.
Watch it and weep, with laughter and recognition (if you’re a working parent, or overloaded in any other way). That’s definitely me! Is it you? This video from Make It Work—a community making things better for hardworking women, men and families across the country—works wonders. It: READ MORE
When executed well, visual storytelling cuts through the clutter, delivering a mental image that resonates and is remembered (so more likely to be repeated).
Take this unforgettable example from MAMA (Mobile Alliance for Maternal Action). I couldn’t look away, but instead lingered on the image, taking in the different women and their range of expressions. Most importantly, the photo quickly and memorably conveys not only what MAMA does, but how—improving health through educating and supporting moms via mobile messages. That’s a tough concept to get in a flash, but this photo says it all.
You can do it too! When you have your message hat on, keep an eye out for the image that says it all, and ask and train your colleagues to do the same. You’ll know it when you see it (or get a vision of what set up will be unforgettable), just like the MAMA folks did.
BTW, MAMA does great here on the relevance scale as well, leading linking this visual story with International Women’s Day (coming up later this week).
Welcome to the Proof Point series—research findings to use when advocating for the marketing approaches you know are right.
You’re the marketing and communications expert. But that doesn’t mean your boss, colleagues and/or board buy your recommendations. Whether they just don’t get the whys (so feel uncomfortable), propose a “better” solution or gravitate to the devil’s advocate role, these proof points will help make your case and protect crucial relationships!
Today’s Proof Point: Your website(s) and email marketing are the most important communications channels you have. That’s the call from the 1,500+ nonprofit communicators who shared insights and practices for the 2015 Nonprofit Communications Trends Report.