How to Rebrand a Nonprofit: 5 Steps to a Successful Transformation

When I was hired to lead the marketing and communications team for Lutheran Social Services (LSS), a regional social services nonprofit, I faced a significant challenge. Despite its long-standing history of over 100 years, the organization needed a fresh brand identity to stay relevant and effective as long-time donors aged and local churches were closing. My experience in the retail and hospitality industries, where hands-on brand engagement is paramount, was a key reason the board and executive team selected me for this crucial role.

Rebranding LSS was about more than just updating logos and taglines. It required a fundamental shift in how the organization communicated its mission and engaged with our stakeholders. Moving from a transactional marketing strategy to one focused on deeper engagement was essential. We wanted our transition to build stronger connections with our community, donors, volunteers, employees, and clients, ensuring that our brand resonated on a personal and emotional level with every person who came in contact with it.

Through this journey, I learned firsthand the importance of brand equity and how a well-executed rebrand can significantly impact an organization's viability. In this blog, I'll share the steps we took to successfully rebrand LSS and provide real-life case studies of other nonprofits that have navigated this transformative process. Whether you're leading a small local nonprofit or a large regional one, these steps can guide you toward a successful rebrand that revitalizes your organization's mission and outreach.

Step 1: Assess the Need for Rebranding

Your first step is assessing whether a rebrand will benefit your organization. There may be a better answer than rebranding for operational or funding issues. Assessment involves identifying clear signs that indicate a rebrand is necessary. Common indicators include an outdated image, donor confusion, a shift in mission or services, and declining engagement or support.

First, Identify the Signs

Outdated Image: If your logo, color scheme, and overall visual identity look dated, it may be time for a refresh. An outdated image can make your nonprofit seem out of touch with modern trends and less appealing to new supporters.

Donor Confusion: When donors and stakeholders are unclear about your mission, values, or services, it's a red flag. Clear, consistent branding helps communicate your nonprofit's purpose and differentiates you from other organizations.

Mission Shift: If your organization's mission or services have evolved, your brand should reflect these changes. A rebrand can help align your public image with your current goals and initiatives.

Declining Engagement or Support: A noticeable drop in donations, volunteer involvement, or public interest can signal that your brand isn't resonating as it should. Refreshing your brand can reinvigorate interest and support.

Example: The American Cancer Society

The American Cancer Society (ACS) is a prime example of a successful rebrand driven by a need to reflect a more comprehensive approach to fighting cancer. Initially, ACS focused primarily on cancer research. However, as the organization expanded its services to include patient support, education, and advocacy, it became clear that their brand needed to evolve.

ACS embarked on a rebranding journey to better communicate their holistic approach to cancer treatment and prevention. They updated their logo, messaging, and visual identity to reflect a broader, more inclusive mission. This rebrand helped clarify their expanded role in the fight against cancer, increasing public awareness and support.

My Experience: LSS

Our indicators included an outdated image, lack of brand awareness, declining donor support, and donor confusion. Our visual identity was very traditional, using graphics, colors, and fonts that reflected the church more than the current organization. Our donor and volunteer pools were aging, and we needed to acquire more new donors and volunteers to make up the difference.

We also discovered that many of our employees, donors, and volunteers were unaware of the breadth and depth of LSS' services. Every program had its own brand awareness, and few of those programs were tied back to LSS in the minds of stakeholders. For example, Faith Mission was the most prominent service line for LSS. Still, only some volunteers and donors knew it was part of the LSS organization or that LSS also operated other basic needs services like food pantries.

The brand disconnect was genuine and hurt our ability to engage with our stakeholders fully.

Step 2: Define Your Goals

Once you've identified the need for a rebrand, the next step is to define your goals. Clear, specific objectives will guide your rebranding efforts and ensure that every aspect of the new brand aligns with your organization's mission and vision.

Clarify Objectives

Attract New Donors, Volunteers, Funders: A primary goal for many nonprofits is to broaden their supporter base. A rebrand can help you appeal to new demographics and expand your reach, ensuring long-term financial and volunteer support for your programs.

Increase Visibility: Enhancing your organization's visibility can lead to greater public awareness and engagement. This includes updating your visual identity, improving your online presence, and leveraging media channels to spread your message.

Update Mission Statement: As your organization evolves, your mission statement might need to be refined to reflect current goals and initiatives. A rebrand offers the opportunity to revisit and update your mission statement, ensuring it resonates with both your internal team and external supporters.

Example: Girl Scouts of the USA

The Girl Scouts of the USA is an excellent example of defining clear goals for a rebrand. Initially known for their iconic cookies and traditional activities, the organization realized that their brand needed to better communicate their broader mission of empowering young girls.

The objectives for their rebrand were:

Attract New Members and Donors: By modernizing their image, the Girl Scouts wanted to appeal to a new generation of girls and their families, as well as potential donors who were passionate about the development and empowerment of young girls.

Increase Visibility: They wanted to raise awareness about the full scope of their programs, which go beyond selling cookies to include leadership training, STEM education, and outdoor activities.

Update Mission Statement: The rebrand included refining their mission statement to focus on building girls of courage, confidence, and character, which more accurately reflected their comprehensive approach to girl empowerment.

The rebranding effort involved updating their logo, revamping their marketing materials, and launching new campaigns that highlighted stories of girls benefiting from the organization’s programs. The new brand effectively communicated their mission and values, attracting new members and donors while enhancing their overall visibility.

My Experience: LSS

Our goals were similar to the Girl Scouts. We wanted to attract new donors, volunteers, and supporters who may be interested in supporting an organization that provides basic needs like food, shelter, safety, and health care to people in central Ohio but hadn't previously considered LSS due to a misunderstanding of our mission or scope. So, our goals were to attract new supporters AND update/increase our community visibility.

Step 3: Engage Stakeholders

An essential element in the rebranding process is engaging stakeholders. This inclusive approach ensures that the rebranding resonates deeply and authentically across all levels of the organization and its community. Stakeholders include employees, clients, donors, volunteers, board members, and community leaders. Each group offers unique perspectives and insights that can shape the new brand identity in meaningful ways.

Example: YMCA to "the Y"

A prime example of successful stakeholder engagement is the YMCA's rebranding to "the Y." In this process, the organization extensively involved community members. By gathering input from board members, staff, volunteers, and beneficiaries, the YMCA ensured that the new brand captured the organization's essence and resonated broadly with its audience. This inclusive approach fostered a sense of ownership and alignment among stakeholders, contributing to the overall success of the rebranding effort.

My Experience: LSS

Our rebrand was started because we had some very smart people on our board who urged us to consider how our lack of brand equity and awareness affected our ability to serve the community. I had to push the Cabinet to include other stakeholders in rebranding. They understood how important the input would be. The issue was the classic nonprofit pain point of lack of budget and time. However, in the end, I included donor and volunteer research on both their perceptions of our current brand and their expectations for our future. I also kept the internal stakeholders (employees and board) engaged in the process, asking for feedback on many elements of the brand as it evolved. This included writing value propositions for each service line and each stakeholder, choosing a new visual identity, and asking for feedback on messaging. The results were complete buy-in from these groups when the new brand was launched.

Step 4: Launching the Rebrand

Once the rebranding strategy is solidified and stakeholder engagement has ensured engagement and resonance, the next critical phase is the launch. This step translates your new brand identity into tangible elements across all organizational touchpoints.

Initial Rollout

A successful rebrand implementation requires a comprehensive and coordinated external rollout plan. This includes updating all visual and verbal elements across various platforms, such as logos, color schemes, and taglines. Physical locations, digital presence, marketing materials, and internal documents all need to consistently reflect the new brand identity.

An important part of your launch is the brand book. These guidelines provide your internal stakeholders with all of the information they need to discuss and describe the new brand to external stakeholders.

Remember that your digital channels and traditional communication pieces should be updated at the initial rollout date. Still, updating every physical instance of your brand is not entirely necessary. At LSS, we updated business cards, letterhead, and brochures as the stock ran out to keep waste and expenses low. Exterior signs were updated as the budget became available.

Employee Training and Communication

Equally important is the internal aspect of the rollout. Your employees need to be well-informed and aligned with the new brand. Training sessions, workshops, and clear communication strategies help employees understand and embrace the changes. This not only aids in a smooth transition but also empowers your employees to be effective brand ambassadors.

Example: Feeding America’s Transformation

A notable example from the nonprofit sector is Feeding America's rebrand from its former identity as America’s Second Harvest. This rebrand involved a complete overhaul of the organization’s visual identity, including a new name, logo, and color scheme, aimed at better communicating their mission to end hunger in the United States. The comprehensive rollout was meticulously planned and executed across all touchpoints, including their network of food banks, digital platforms, and fundraising materials. The new branding helped to unify the organization’s message and improve public recognition and support.

My Experience: LSS

The new brand was launched internally through a series of “launch parties” where we presented the brand to staff at team meetings. We thoroughly explained the new strategy, including why we were doing this, and gave them tools to communicate the change to constituents. Most staff members embraced the new brand with enthusiasm. These meetings were critical to the success of the external brand launch.

The new website and social media channels went live in March 2017. The external implementation was completed in phases over more than two years. This included rebranding all printed materials from business cards to building signs, updating individual program marketing and communication strategies, and consolidating communication strategies to reflect a unified brand. The team also added new engagement strategies to enhance the updated brand including advocating for public policy change, capital campaigns for program expansions, and targeted PR campaigns.

Step 5: Evaluate and Refine

The final step in the rebranding process is to evaluate the effectiveness of your rebrand and refine it as necessary. This continuous improvement phase ensures that your new brand remains aligned with your organization’s goals and resonates with your audience.

Monitoring and Feedback

After the rebrand is implemented, monitor the impact and gather feedback. This can be done through surveys, focus groups, and tracking key performance indicators. Continuous evaluation allows you to make necessary adjustments and ensures that your new brand remains relevant and effective in achieving its goals.

Performance Metrics

To measure the success of your rebrand, establish clear performance metrics from the outset. These can include brand awareness surveys, website traffic analysis, social media engagement, and fundraising performance. Comparing these metrics before and after the rebrand provides tangible evidence of its impact.

The ROI of a rebrand will be measured over years, not months. For more information about performance metrics, visit my blog.

Stakeholder Feedback

Engaging stakeholders in the evaluation process is as crucial as it was during the initial stages of rebranding. Collect feedback from board members, staff, volunteers, beneficiaries, and the broader community. This input can reveal how well your new brand identity is being received and identify areas that may need adjustment.

Continuous Improvement

Based on the data collected, make informed decisions about refining your brand. This might involve tweaking the visual elements, adjusting the messaging, or enhancing communication strategies. Continuous improvement ensures that the brand evolves in response to changing circumstances and remains relevant to its audience.

Your brand is an organizational asset that must be protected, nurtured, supported, and improved over time. It's critical to never stop measuring and improving your brand.

Example: Susan G. Komen for the Cure

Susan G. Komen for the Cure, a nonprofit organization dedicated to breast cancer research and advocacy, provides an excellent example of continuous evaluation and refinement. After its initial rebrand, the organization closely monitored public perception and engagement. Feedback revealed areas for improvement, leading to further refinements in their messaging and outreach strategies. This iterative process helped the organization maintain its position as a leading voice in breast cancer awareness.

By rigorously evaluating the impact of your rebrand and being open to refinements, you can ensure that your new brand identity not only meets but exceeds your strategic goals, creating lasting value and connection with your target audiences.

My Experience: LSS

Our evaluation was based on measuring brand awareness and digital donations. The rebranding to the "LSS Network of Hope" marked a significant transformation in our brand personality, shifting stakeholder perceptions of LSS from being "traditional" to "innovative" and from "well-meaning" to "effective." This strategic change was well-received by our stakeholders, with 84% expressing a positive response to the new name. In addition, over 60% of stakeholders reported that the new branding helped them better understand the comprehensive scope of LSS's impact. This indicates that the rebrand successfully communicated our expanded mission and reach.

The rebrand also boosted digital engagement. Traffic to the new website increased by 35%, indicating heightened interest and visibility. Additionally, there was a 2x increase in pageviews per session, reflecting deeper user engagement with the content. The bounce rate decreased by 8%, showing visitors found the new site more relevant and engaging. Best of all, online donations doubled over four years, showcasing the long-term impact of fostering greater trust and support from the community.

Overall, the new brand built positive community awareness and engagement and has set LSS up to grow its impact on behalf of people in need for another 100 years.

Step-by-Step Rebrand Success

Taking the helm of the Lutheran Social Services (LSS) marketing department presented a significant challenge: revitalizing a century-old brand to maintain relevance and effectiveness amidst evolving community needs. My background in retail and hospitality, emphasizing personal engagement, guided our strategic approach to rebranding. We aimed not only to update logos but also to deepen community connections and articulate our mission more clearly.

We did this through the five steps of the rebrand process.

1. Assessment of Current Brand: We identified the need to shift perceptions from "traditional" to "innovative" and from "well-meaning" to "effective." These perceptions were causing donor confusion and reduced brand awareness.
2. Goals: Our assessment guided our goal setting for the rebrand, ensuring alignment with our mission of serving the community more comprehensively in the future.
3. Stakeholder Engagement: Engaging stakeholders—employees, donors, volunteers, and community leaders—was pivotal. Their insights shaped the "LSS Network of Hope" rebrand, achieving an 84% approval rating for the new name and enhancing understanding of our expanded impact.
4. Launch: The rollout of our rebrand encompassed updating all visual and verbal elements cohesively across digital and physical platforms. This included a phased internal and external approach to maintain cost-effectiveness and maximize impact.
5. Evaluation and Refinement: We continuously monitor performance metrics, such website traffic, online donations, and user engagement metrics. Stakeholder feedback informs adjustments, ensuring the brand remains dynamic and resonant.

This comprehensive approach not only bolsters our community presence but also positions LSS for sustained growth and impact. By bridging the gap between perception and reality, the "LSS Network of Hope" rebrand has laid a foundation for continued success in serving our community’s needs. Read more about the LSS rebrand, on my website.

If you'd like to discuss a rebrand for your organization, please schedule a discovery call with me!