Mapping the Customer Journey in a Brand Framework

As I've discussed over the last four weeks or so, building an intentional brand framework around an organization's mission, vision, purpose, and values is essential for the organization's overall success. The reason this is so is because a strong and authentic brand engages important stakeholders in a more meaningful way.

Donors, volunteers, clients, board members, employees, community leaders, and more will be drawn to the brand because every marketing message, social media image, donor letter, client service or product, internal policy, and PR clip will reflect the heart of the organization (and therefore the heart of its stakeholders.)

Stakeholders Are Drawn to Mission

Stakeholders most often engage with nonprofit and faith-based organizations whose mission aligns with their own values, goals, and objectives. This alignment creates a shared sense of purpose and commitment to the mission's overarching goals. They actively support the mission by advocating for the organization, promoting its values, and participating in initiatives that advance the mission's objectives. The most obvious kinds of support can come in financial contributions, volunteering, or spreading awareness, all things. Highly engaged stakeholders may also champion change within the local community or even the world to better support the mission or address areas where policy and societal changes are needed. Stakeholders, particularly donors, may assess the organization's mission and its alignment with long-term value creation. They choose to invest in organizations whose missions they believe in and whose actions reflect a commitment to achieving their stated goals. This level of engagement is critical to the long-term viability of almost every nonprofit. By fostering meaningful engagement with stakeholders, organizations can strengthen their mission-driven brand and drive sustainable growth and success.

Your Stakeholder's Engagement Journey

As with any brand, it is important to understand the journey a stakeholder takes to become aware, interested, and engaged in a nonprofit or faith-based organization. Every level of your brand framework should address the different touchpoints of a typical stakeholder journey. With this critical information, leaders can develop targeted brand strategies to cultivate and nurture relationships with stakeholders effectively.

Here's an example of a stakeholder journey.

Awareness Stage:

Trigger: The stakeholder becomes aware of the nonprofit through social media, word of mouth, or fundraisers and events.

Engagement: They learn about the nonprofit's mission, programs, and impact through introductory materials like annual reports, website content, or introductory events.

Interest Stage:

Trigger: The stakeholder finds the nonprofit's mission and activities aligned with their values and interests.

Engagement: They explore more in-depth information about the nonprofit's work, perhaps attending events, subscribing to newsletters, or following the organization on social media to stay updated.

Consideration Stage:

Trigger: The stakeholder develops a deeper interest in getting involved and supporting the nonprofit's cause.

Engagement: They actively seek opportunities to contribute, such as attending volunteer orientations, participating in fundraising events, or signing up for advocacy campaigns.

Action Stage:

Trigger: The stakeholder makes a commitment to support the nonprofit in a tangible way.

Engagement: They take concrete actions such as making a donation, volunteering regularly, joining a committee or advisory board, or becoming a member of the organization.

Commitment Stage:

Trigger: The stakeholder becomes deeply committed to the nonprofit's mission and values.

Engagement: They continue to deepen their involvement by taking on leadership roles, advocating for the organization within their networks, and contributing expertise or resources to help the nonprofit achieve its goals.

Advocacy Stage:

Trigger: The stakeholder becomes a vocal advocate for the nonprofit and its cause.

Engagement: They actively promote the nonprofit's mission and activities to others, sharing their positive experiences and encouraging others to get involved or support the organization.

Sustained Engagement Stage:

Trigger: The stakeholder maintains a long-term relationship with the nonprofit, continuing to support its mission over time.

Engagement: They remain actively involved in the nonprofit's activities, attending events, volunteering, donating, and advocating for the organization's cause on an ongoing basis.

The last couple of stages are so critical to an organization's long-term growth and viability, yet are often overlooked. That's why building a credible brand is so important. It forces leaders to think beyond the next donation or volunteer hour and instead focus on building deep and meaningful brand relationships with the people who can help keep the organization's doors open.

A strong brand is built on your organization's mission but must always reflect the journey of your stakeholders. Keep their voices in mind when building your brand framework.

For more information about using the brand pyramid framework to develop your brand, contact me here or visit my website www.pamgeorgiana.com .