Branding: It's About What You Do

To most people in the community, some of whom may have benefited directly or indirectly from this organization's efforts, it was just another nonprofit out there doing whatever it is nonprofits do.

Instead of effectively cultivating goodwill and new revenue streams by letting the community know the impact it was having on the lives of so many beyond its direct client population, this particular organization was content to be one of the best-kept secrets in town.