13 Reasons Your Nonprofit Might Need To Update Its Brand
We get calls from nonprofits, foundations, and independent schools eager to address communication challenges of every kind. Some recognize that an unclear brand is at the center of their issues, and others haven’t given the idea of brand much thought at all. Regardless of the communications challenges at your organization, having a stronger brand is likely an important part of the solution. Below are the 13 most common reasons nonprofits ultimately decide they need to rebrand. Do any of these scenarios feel familiar to you and your organization? Our organization gets confused with others... +Read More
Is Your Annual Report Telling the Right Story?
Recently one of our clients, a program officer at a private foundation, complained to me that so many of the stories she reads in annual reports sound the same. “Are stories really that important?” she asked. My first instinct was to argue with her. After all, I’ve spent most of my career trying to convince nonprofits that storytelling is essential. And it is. In a head to head test, donors presented with the story of a single individual were more likely to give than when presented with data proving the efficacy of an organization. Stories work. And yet, the more I thought about it, the more... +Read More
Is Your Event Building or Breaking Your Brand?
Conferences, expos, exhibitions, summits, forums, and galas. They exist for every single industry you can think of. And isn’t that a great thing? There’s something wonderful about a group of people coming together from across the city, region, state, country, or globe to discuss or support a common issue. It’s inspiring to see professionals wanting to share their expertise with peers near and far. And galas and social fundraisers are a fun way to rally support for your cause. When done well, these events can be effective and inspiring sources of development, networking, and fun. When done... +Read More
Why Your Nonprofit Needs an Enemy
A recent article in AdAge argues that every great story, and every great brand, has a strong, evident antagonist–someone to fight against. The author explains that Apple’s enemy was Microsoft, just as Luke fought against Darth Vader. Great consumer marketing does this: It positions one product against another. We choose Nike over Reebok or Coke instead of Pepsi. I’d like to take this one step further as we think about the nonprofit sector. Your brand is a story, a story in which those who align with your brand are pitted against a challenging foe. But nonprofit enemies aren’t other... +Read More
What “Wheel of Fortune” Can Teach You About Your Brand
I grew up watching the television show “Wheel of Fortune.” We didn’t spend every dinner in front of the TV, but when we did, I loved to solve the puzzle. I loved Pat Sayjak. I loved filling in the blanks. Now that I look back on it, I think it’s possible those early word puzzle experiences made me a better brand consultant today. On every episode of the game show, the final puzzle is solved by the top scorer. She’s given 30 seconds to solve the puzzle. In the early days she was allowed to choose 6 letters to have filled in before she started guessing. Anyone who had ever watched the show... +Read More