Our Blog


We just changed our tagline…and it wasn’t easy.

We had a great tagline, and it served us well for over a decade. And then our tagline stopped working. How did we know? It just didn’t feel like us anymore. It wasn’t bad; it just wasn’t as good as it could be. It wasn’t as good as the Mission Minded of today. Consider our old tagline: Marketing Communication for Nonprofits and Other Do-gooders When we created Mission Minded in 2002, other professionals and agencies dedicated to serving the nonprofit sector were few and far between. That’s not true today—there are increasingly more individuals and companies devoted to doing good... +Read More

4 Tips to Ensure Your Event’s Visual Presence Stays On-Brand

When you decide to host an event, it says a lot about your organization and your brand. Every aspect—from the planning through to the execution—should be a reflection of all of the elements of your brand. How will you bring your brand values to life? How will your personality be reflected in your event communications? Staying focused and dedicated to your brand is a must for a successful event. Too often we see organizations get carried away with events. Understandably—it takes precious time and valuable resources to host a successful event, so you naturally give it your all. Yet, your... +Read More

Should Each of Your Programs Have its Own Brand?

We hear this question often: Should we be branding each of our individual programs, or trying to create one single “umbrella” brand under which all our programs can live? Many nonprofits have named programs that are better known than the organization that runs them. If a program is popular – having a lot of name recognition, participants, and donors – why not let it stand alone in all its glory? We’ve observed our clients face two main problems when one (or more) of their programs takes on a life of its own: Internal stakeholders, such as volunteers and staff, feel that they work... +Read More

When it comes to your message, how much is enough?

We counsel our clients to repeat, repeat, repeat: Get a good message and stick with it—in print, digital, and spoken communications. In fact, we often say that someone needs to hear a message 14 times before they will take action based on that message. I recently went looking for the original source material for that fact. We’d initially heard the “14 times rule” as an adage in advertising and wondered if prevailing wisdom—especially in an age of social media—had changed. The term for the number of times someone has to hear a message before acting on it is called “effective... +Read More

Creative or Consistent? How About Both.

If your organization creates campaigns year after year, you know the challenge: How do you make sure your creative stays true to your brand, while also bringing something fresh and new to the table? On the one hand, each season brings new offerings for your audiences and new goals for your team—this is especially true if you’re an arts organization. On the other hand, the mission driving the work of your organization has almost certainly remained the same. You may have new information to share each season, but how you share it should always reinforce the personality and brand you’ve... +Read More

3 Ways to Ensure Your Next Email Solicitation is On Brand

Do your emails align with your organization’s brand strategy? Do they send a clear, consistent message about the value of your work and the difference donors can make by supporting you? Not sure? Too frequently the emails nonprofits send to would-be donors seem to come out of left field. They take a tone that is out of sync with its overall communications in an overzealous attempt to get attention. Here’s how to ensure your next email solicitation is both on brand and instantly compelling to would be donors: 1. Know your message. A clear, compelling, succinct set of key messages, used... +Read More