Branding For Nonprofits What It IsAnd What It Aint WCCF Branding - - PowerPoint PPT Presentation

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Branding For Nonprofits What It IsAnd What It Aint WCCF Branding - - PowerPoint PPT Presentation

Feb 10, 2023 43 likes •406 views

Branding For Nonprofits What It IsAnd What It Aint 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

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Branding For Nonprofits

What It Is…And What It Ain’t

WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018

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Your Brand is More than just…

A Visual Identity …or a Slogan

WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018

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And It’s More than a Tool For Fundraising

WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018

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What’s Your Brand?

WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018

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It’s the Sum Total of Perceptions about Your Organization.

  • What you stand for
  • What you do
  • What your social impact is

It’s what they think about you!

WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018

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WHY IS BRANDING IMPORTANT?

WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018

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It’s connected to your reputation – good and bad

WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018

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WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018

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WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018

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WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018

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WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018

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WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018

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WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018

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The enduring awareness

  • f 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

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WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018

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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

  • ff 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

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WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018

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WHY IS BRANDING IMPORTANT?

WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018

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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

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WHY IS BRANDING IMPORTANT?

WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018

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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

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Tools and Techniques

WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018

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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

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Who Can Resist Alec?

WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018

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Is ASPCA Exploiting the very animals it seeks to help?

WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018

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Is this a more ethical way?

WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018

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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

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Conduct an Internal Audit

WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018

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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

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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

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Conduct an Internal Audit

What’s Your Market

  • Geography
  • Demography
  • Size
  • Life styles
  • Trends

WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018

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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

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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

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WHY IS BRANDING IMPORTANT?

WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018

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WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018

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Questions

WCCF Branding Seminar, Presented by Thomas F. Hoffman ‐ April 2018