3 Components of a Successful Nonprofit Brand

Branding is a vital practice for fundraisers. The more recognizable your organization is, the better chance you have of resonating with donors.

In a recent article for GuideStar, nonprofit branding expert Howard Adam Levy, principal of Red Rooster Group, shares three components of a successful brand.

Differentiation
You need to distinguish your nonprofit from other organizations doing similar work, Levy writes. There are so many organizations that are vying for donors' time and money. You must be very clear in why your organization warrants their attention and funds.

Make sure your mission is easy to understand and inspires a broad base of sustainable support for the long haul. Ask yourself if "you have an achievable goal for success that will captivate people's imagination," Levy says.

Credibility
No one will donate to your cause if you don't have a trusted, reliable reputation. That starts by having solid management practices and delivering on promises. Don't make promises your organization can't keep, and deliver on the ones you do make in an efficient, responsible manner. A strong board of directors that is accountable for results is one step toward credibility, Levy says.

Authenticity
You have to get people to identify and care about your cause beyond support from people directly affected by the issue.

"By speaking authentically about the challenges you face as well as the expertise you bring to solving the problem, you make it easier for people to trust your organization and ultimately to volunteer their time and donate their money," Levy writes.

Read the full article here.