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Building a Successful Brand: Roadmap for Nonprofits

Individual nonprofit organizations face unique challenges, managing with small staff and tight budgets, while competing for public attention and funding. To overcome these obstacles, nonprofits can study branding practices, differentiate themselves with a clear mission statement, and emphasize their Unique Selling Proposition, Reason to Believe, values, and graphic content. Including multiple personality traits, a memorable name, logo, and tagline are essential components. Measurement through studies and research is crucial for branding success, impacting fundraising and promoting social change.

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Building a Successful Brand: Roadmap for Nonprofits

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  1. Nonprofits Can Take Cues from Biz World Building roadmap shapes success Matt Baldwin Ryan Mazzola

  2. Individual nonprofit organizations face unique challenges • Many of them are managed with small staffs and tight budgets • There are more and more nonprofits competing every day for public attention and private funding • Problems with the internet

  3. What they can do? • Studied the best branding practices of leading nonprofits • Came up with several components to help nonprofits with their struggle

  4. What they can do • Make a statement • The mission statement of a nonprofit really matters • Specific • They need to differentiate themselves from other similar nonprofits • Realistic • No unrealistic mission statements, don’t be admirable be believable

  5. What they can do • Show Promise • What should the target audience take from the brand, and how they can build support for their reasoning • Unique Selling Proposition (USP) • Not what it will do for the consumer but what it will do for others • Reason to Believe (RTB) • Accompanies USP and backs up its claim

  6. What they can do • Multiple Personality • valuable way to enhance the relationship between organization and target audience • A brand needs more than one attribute to capture attention • Values • Convince people of the brand relationship’s appeal • Integrate them into the company

  7. What they can do • Graphic Content • Can be very complex • Visual appeal is part of the company • Name • Central to its success • Logo • Can be a symbol of everything the company stands for • Tag Line • Completes the picture and communicates the USP

  8. Measure • Brands are not complete until you can measure how well they are communicating to their target audience • Don’t limit how you measure • Not just numbers but beliefs and feelings about the company • Conduct studies, strategic planning sessions, and marketing research to provide insight of accomplishments

  9. Brand –Building Profits • Brand Image • Most important to nonprofits • Key Priority • Impacts fundraising • Brand Building is important but promoting social change is still of most importance

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