What’s the Shelf Life of a Strong Nonprofit Brand?

Fighting for donor dollars is no easy feat, and nonprofits know this better than anyone else. Not only has the philanthropic landscape remained in flux post-COVID, but there are also 1.48 million 501(c)(3) organizations in the United States competing for donor attention. So, how do you stand out and remain top-of-mind in a world where consumers continue to be overstimulated? Simply put, it starts with creating a strong nonprofit brand. 

When most people hear the word “brand” they often equate it with a company’s colors and logo. But it’s so much more than that. Sure, a logo has the ability to embody and represent what your organization stands for, but it alone does not capture your organization’s identity. This is what defines your brand. If done right, your brand can authentically showcase, both visually and verbally, your organization’s differentiated position and impact in a simple and powerful way. The name, logo, tagline, elevator pitch and colors are simply the practical tools that help encapsulate your authentic identity. 

Is Your Nonprofit Brand Stuck in the Past? 

Any business, organization or brand must evolve with the changing world in order to stay top-of-mind. As Tracy Ebarb, veteran fundraiser and international director at the National Association of Nonprofit Organizations & Executives, emphasized, “If there is no adjustment of creative content, communications or methods for new times and trends, you will miss opportunities and be judged as antiquated (and perhaps irrelevant).” 

You may already have that gut feeling that it’s time for a brand refresh; it’s been proven time and time again that our gut is usually right. But if you’re teetering the line or simply unsure, here are five questions to ask yourself: 

1. Has your messaging been untouched since the organization’s founding or throughout the last several years? 
2. Does your website and overall look feel clunky or outdated? 
3. Are your colleagues telling different stories and sending mixed messages?
4. Would your organization be unrecognizable if you covered up your name and logo on your website? 
5. Are your core donors unable to describe what makes you different from your competitors? 

If your board of directors started asking these questions and you had to answer yes to any, it’s likely a sign that it’s time for a revamp.

What About the Name? 

In our experience, naming has been a significant weakness for nonprofits. The biggest issue has been that the name has little to no connection to the impact that’s being delivered. 

Perhaps your organization has evolved into something different since its founding or you’ve merged or acquired other organizations. As a result, both the name and overall brand have become disjointed or confusing. 

If you’re able to choose a strong name and combine that with the right descriptor and tagline, it becomes more than the sum of its parts. It signals what you stand for and what makes you different, and also creates ownership and pride for your team. 

Is Your Team Equipped and Empowered? 

Often overlooked is the impact that a new brand can have within an organization. Perhaps employees are struggling to effectively communicate the organization’s key differentiators or even connect with the values on a personal level, given ambiguity. With clearly articulated values that are translated into day-to-day behaviors, not only will your teams be able to communicate more easily and effectively, but they’ll also work better. 

A few tools that might help include a top-notch Team Member Guide or a standout Employee Handbook that accurately and authentically reflects the culture, values and brand. If that exists — but is currently gathering dust in a shared drive (or actual bookshelf that hasn’t been touched in years), it’s time to remove the cobwebs to become the de-facto resource for induction and day-to-day management. 

Are You Embracing Digital Tools? 

Establishing and solidifying your brand is one thing, but communicating it effectively through digital means is another. Your broader communications strategy should include a digital strategy with clearly defined objectives, measurements and a dashboard for analytics to ensure you’re tracking toward specific benchmarks. 

Only 3% of charitable organizations consider their board and executive leadership “digitally savvy.” If your online presence and digital communications — website, social media, newsletter, etc. — reflect that statistic, you’re missing a massive opportunity. 

We know that nonprofits follow consumer buying habits and that younger consumers want to use social media to buy. The same goes for donating, so make sure that your checkout process is quick and seamless. By making online solicitation your primary vehicle for giving, you can also reduce costs, which is one way nonprofits can fulfill the sector’s $100 billion opportunity. 

A Strong Brand Done Right

If done right, your brand will capture your organization's authentic DNA, tell your story in a simple and inspiring way, engage future donors, and amplify your organization’s impact. 

Improvements in internal and external communications require time and energy. But unlike an impulse fad purchase, the ROI for your brand investment will last — and can even be amortized over five to 10 years. 

After all, don’t you want to be remembered for more than just your logo colors?

The preceding press release was provided by a company unaffiliated with NonProfit PRO. The views expressed within do not directly reflect the thoughts or opinions of the staff of NonProfit PRO.