Sarah Moore's Posts


When the Going Gets Tough, the Tough Lean Into Their Values

In a time when so many nonprofits feel threatened, many companies and nonprofit organizations are doing an excellent job of putting their values at the forefront of their work. This type of brand behavior endears you to your stakeholders. It’s important to live your values when things are good. When the beliefs you hold dear are threatened? Even more so. Here are four examples of nonprofits and companies from whom we can learn. See how their values helped root them even more deeply in their brand. Reinforce Your Origins – Eileen Fisher On the day of this year’s Women’s March, Eileen... +Read More

Fall In Love with Your New Brand

It’s been said that the best romances start as friendships: You know each other, you know the way the other thinks, know which way he or she takes his coffee, and then—bam!—one day you fall in love. It’s like that with a new brand strategy, too. You have to get to know it. You have to understand why it’s right for your organization—and only your organization—to fully appreciate all its strengths. Then you fall in love. And the next thing you know, you can’t stop thinking about your brand and how it can come alive in everything you do. If you’ve recently set a new strategy for your... +Read More

A Graceful Exit: How One Foundation Approached Sunsetting a Successful Initiative

If you are a foundation planning to phase out an initiative, knowing how to leave grantees—and the larger community—feeling ignited rather than deflated is probably on your mind. You’ve spent the last several years investing in and coaching your grantees, and it’s time to transition the leadership and let the grantees take the reins. How can you support them, celebrate their successes, and encourage others to join your cause? These were the questions Blue Shield Against Violence, a program of the Blue Shield of California Foundation, faced last year at the end of their wildly successful... +Read More

Why Should Funders Know About Your Brand?

Who needs to be educated about your brand? Your stakeholders? Of course. Your board members? Definitely. But what about your funders? It may seem tricky, but it’s really a no-brainer. Recently, I had the privilege of attending several presentations made by a nonprofit’s Executive Director and Development Director to its key funders. This organization had done thorough, excellent work on developing their new brand strategy and were excited to share their diligence with those who had a vested interest in their efforts. The result? Marvelous dialogue, ideas for new collaborations, and a... +Read More

Cold Feet About Renaming? 6 hard-won naming insights from other nonprofits that will warm you up.

Not every nonprofit that refreshes its brand needs a name change. In fact, we typically counsel our clients to lean against changing their name. Even if it isn’t a great name, it likely has meaning for many of your constituents, and that’s valuable for you. But some nonprofits have reached an important moment in their life cycle when they realize the name they have is no longer serving the best interest of the organization, nor its brand. If your organization would benefit from a better name, actually changing it can feel overwhelming. Read on to discover some of the valuable lessons our... +Read More