Non-profits need to focus on branding

Any discussion of branding will often raise red flags with people in the non-profit sector. It makes them uncomfortable to think of the work they do as something that has to be marketed. But think about the largest and most effective non-profit brands, The Red Cross, St. Jude’s Children’s Hospital and the Susan B. Komen Foundation. They enjoy great success because people understand their mission, believe in its value and trust their donation will be well spent.

Just as consumers choosing a product are more likely to prefer a brand they know and trust, donors are more likely to contribute to a brand if they understand their contribution to the community and believe their donation will be spent wisely.

After 30 years in for profit marketing and branding, I have spent the past five years in non-profit marketing and yes, branding. The biggest lesson I have learned is that if you are a global, national or regional non-profit, people need to understand you and trust you to be willing to donate to your mission. 

The non-profit I work for provides housing and day programs for the developmentally disabled in New York’s Hudson Valley. Although we have a good reputation for the work we do, we consistently strive to reinforce that we[DM1] are committed to the success of the entire community. We are a local employer, a consumer of services and the people we provide services to are from local families.

It is critical that non-profits communicate and demonstrate value to the communities they serve. Fundraising events and drives are important but are likely to be more successful if there is an ongoing plan to reinforce the value of the non-profit to the community.

To truly be successful, non-profits need be seen as valuable assets by the community they support, not just the constituencies they serve.

Ongoing participation in community events is a way to demonstrate the value your non-profit provides. Being a part of community events creates familiarity and demonstrates why your non-profit is a valuable resource. The more often you are a part of the community, the more likely they will see a donation to your cause as a valuable investment for their business.

For a global, national or local brand, any time they enter a shared brand experience it needs to strengthen the position of their brand for it to be valuable to their business. Demonstrating that a donation to you is an investment in their marketplace, strengthens your role in the community and has the potential to extend your donor base.  

Understanding the reach and impact a non-profit has on the community will help businesses see the value in contributing to your cause or sponsoring an event. If they realize that many of their customers get services from your agency, a donation is no longer a giveaway, it is an investment in their marketplace. If they see that associating with your brand raises the profile of their business and its goodwill in the community, it will demonstrate that the connection to your non-profit strengthens their brand value to their marketplace.

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