Brand Strategy Is Critical for Helping Nonprofits Fulfill Their Mission

With fundraising, operations, program development, community building and strategic planning, a nonprofit’s competing priorities are endless. In this world of detailed programs and services, the added nebulous task of building a unique and ownable brand may seem harrowing. For nonprofit leaders who require concrete and immediate key performance indicators, oftentimes brands can feel like magical pixie dust — revered for their powerful ability to influence, yet frustratingly ethereal when it comes to establishing and measuring them.

And so, with limited resources, a shrinking and ever-competitive pool of funding, and the promise of “one day it will pay off”, it’s no wonder nonprofits often skip investing in brand building in favor of quick clicks or conversions.

Yet we hear consumer companies tout the power of brands all of the time: more than a logo, they’re the ultimate differentiator — representing a holistic idea that taps into the values, culture and lifestyles of their audiences. They have the power to influence decisions, increase revenue and drive loyalty. But we also need to remember that the original notion of brand positioning was developed as a tool to sell more consumer packaged goods. At a time when increased production of commodity items led to weak product differentiation, crafting a story around wholesome family values was an effective way to sell more ketchup A over ketchup B in a sea of identical red bottles.

But nonprofits are not ketchup — or shoes, or internet providers or organic loose leaf tea.

Crafting aspirational stories of how your organization fits into the lives, homes or schedules of choice-seeking consumers is not necessarily the most effective way to attract new donors. And let’s be honest, brand enthusiasts often hold up some of the world’s most powerful brands as best practices to emulate, when in reality most nonprofit marketing budgets pale in comparison to their consumer brand counterparts. But that doesn’t mean brands are not invaluable when it comes to moving your missions, team and purpose forward.

The Significance of Brand Strategy

Your brand strategy is the most important tool for strengthening and fulfilling your mission. But I want to be clear — it’s not synonymous with your mission and vision. Your brand strategy consists of elements like positioning, personality and promise. It’s the bridge between your mission, programs and services and your external communications — translating those crucial elements into a story that no one else can tell. 

In a reality where you may be one of dozens of organizations with similar missions, your brand strategy is what you bring to the table in a way that no one else can. Think of it like your clothing choices — it gives you dimension and personality, and signals who you want to attract and what you might be like. Doing so makes your mission personal—helping you stand apart, establish a relatable connection with your audiences, and create more impact.

The 3 Brand-Building Truths

Here are the three brand-building truths I believe hold up regardless of whether you’re a consumer products brand or a nonprofit.

1. Be Distinct

More than combatting competitors (or even awareness), what you’re really up against is clutter and indifference. According to the National Center for Charitable Statistics (NCCS), more than 1.8 million nonprofits are registered in the U.S. That means that rather than fretting about what your competitor or collaborator is touting you should be worried about all the noise your audiences are just trying to sort through (and tune out) every day.

2. Be Memorable

In this environment of endless choices, information and marketing messages, the role of brands becomes a welcomed shortcut in our overloaded brains. If you’ve come to know and like what a brand offers, then it shields you from having to do your research, try it out or ask others for their opinions — it becomes a shortcut to quality and trust—ultimately saving you time and energy.

3. Be Meaningful

Lastly, our human brain can only hold onto so many facts, stats, benefits and features, but it’s remarkable at remembering patterns and stories (as long as they're short).

3 Best Practices for Creating Your Nonprofit Brand Strategy

So what does this mean for nonprofits and brand creation? Here are three best practices to try.

1. Ensure Your Positioning Is Simple, Short and Tells a Story

To stand a chance of being remembered, your brand positioning needs to be short, simple and tell a story. As a nonprofit, you may want the world to know about all of the important and purpose-led work you do, but remember that your brand positioning is distinct from your mission. One is about why you exist, while the other is the unique story to help people remember you. Keeping that to a simple and single-minded idea will increase your chances of being remembered and reinforce the immediate associations people have when they think about you.

As an example, a brand that promises to have “trained and highly qualified teachers to meet the demands of 21st-century education” may be impressive, but it’s not a short, memorable story. Now imagine a brand that promises that “the road to graduation begins with love”.

That’s telling an emotive story that promises to have caring teachers and speaks to their goal of getting students to graduate. It’s actionable, and can easily be supported by proof points and benefits when needed, but isn’t defined by them.

2. Be Consistent

Your brand strategy is not a fundraising or awareness campaign that changes each year. A brand needs to broadcast a consistent idea over time to establish meaning and be remembered. Telling a consistent story helps you grow and maintain awareness, establish brand associations, and build trust — all of which lead to more engagement, support  and loyalty. Your brand is a long-term investment, and consistency is the key to maximizing the benefits.

3. Remember That Brand Management Is an Ongoing Process

The payoffs of awareness, recognition and loyalty are not just things that happen when you have a brand (which is basically any organization, product or service that exists), they are the positive outcomes of when you effectively position and manage a brand.

If you work with an agency to deliver the components of your brand strategy — whether that's a positioning statement, brand personality or messaging framework — remember that those are meant to be a solid foundation. To be successful, brands require ongoing management and investment from your internal teams, which includes marketing your brand to target audiences, measuring the effectiveness of your marketing, tracking your audience perceptions and getting feedback, and then optimizing your messaging and marketing tactics on a regular basis.

Brand positioning can help transform your nonprofit, helping to establish a connection with your audiences, leading to more awareness, support and impact. While it may feel like an elusive concept, remember that it’s not a fluffy idea that only consumer brands can leverage with million-dollar marketing budgets. At its core, it’s a simple story that makes your mission distinct, memorable and meaningful for your audiences. And who doesn’t want that?

The preceding post was provided by an individual unaffiliated with NonProfit PRO. The views expressed within do not directly reflect the thoughts or opinions of NonProfit PRO.