Dear All
Brand: The thing people think about a company or product without knowing
they think it. It cab be the single most valuable property of a for-profit
company. (Think Coke !). But is a brand just as important for a nonprofit?
Let's share some thoughts on it:
Consider this: do you want to start at ground level with your donors and
have to prove year after year, appeal after appeal, that you are
trustworthy and equipped to support your mission? Or could you do a better
job of developing a relationship with your donors if they buy into your
organization's vision and reputation early on? Organizations that succeed
in establishing this foundation find this essential to retaining donors and
growing their support have succeeded with branding.
Does your organizations have a defined brand? Take a close look at your
mission and the goals you've set to support your mission. Big-hearted
people, found in many nonprofit organizations, tend to pick up stray
causes. To effectively brand your organization, you must focus your efforts
on a single issue or narrow set of related issues. Can you summarize your
mission in a single sentence? Is that sentence part of your logo and/or
tagline?
Examine your marketing and communication materials, too. Are they created
with the utmost professionalism and consistency? You can t afford thin skin
during this examination you or others in your organization may have a
strong emotional connection to your current logo, brochures, etc. You may
need to enlist outside help to get an objective assessment.
Once you have the feedback you need, it may be time to re-brand, or
establish a coherent brand. How?
Examine every nook and cranny of your marketing efforts. Review all you
literature, letters, ads, invitations, direct mail pieces, etc. make sure
that your mission is clearly and consistency conveyed in every piece of
literature you distribute. Strive to feature the same look and feet in
every piece including the color scheme, logo inclusion and placement, and
font choices. If you publish an e-newsletter or send regular updates from
your board president, try to use the same tone or writing style in each
issue. Consistency is key.
Don t attempt to create your brand in a vacuum. Do research. Send surveys.
How did your donors find you? What made them to decide to give? Ask for
volunteers to form a test market panel. Submit marketing pieces to them for
feedback and look for trends in their answers. Conduct internal research,
as well. It is just as important to brand your organization internally as
externally. After all, if your staff is confused, how can the public be
clear on your objective.
Thanks for your attention
Best regards
Mahmud
________________________
Mahmud Ruzmetov
Executive director
Center of Youth Support "NIXOL"
47 Mustakillik street
741400 Khiva town
Khorezm region
Uzbekistan
Ph: (998 62) 375 87 28
Fax: (998 62) 375 69 28
E-mail: letsfun@mail.ru
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