The Pursuit of Brand Happiness

The more nonprofits present a clear, concise, consistent message and invite people to stand side by side with them to realize their brand promise, the more effective they will be at positioning themselves for the future.

Once organizations realize their most powerful approaches to brand marketing, they must focus their communication efforts on the five audiences of a brand. For nonprofits these audiences are internal (staff, board members, volunteers); external (donors, whether individuals, foundations or corporations); public (potential staff and donors); media (the press, both online and off); and beneficiary (those entities that are helped by the nonprofit).