Branding: It's About What You Do

Such a list could go on forever. Yet for me it's these types of questions and answers that represent one of the biggest pitfalls most nonprofits stumble into when it comes to communicating their true value to the communities they serve.

A couple of years ago, I was having lunch with the executive director of a small community development corporation and her board chair in a little café when she turned to me and matter-of-factly said, "You know, last year we were responsible for more than $6 million worth of economic activity in this community, and most of it went to small construction firms, tradesmen, local retail stores and other small businesses."