A New Model of Nonprofit Branding

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www.makewavesnotnoise.com 1

Branding for Nonprofits

Bonnie McEwanPresident

MAKE WAVES

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What Is a Brand, Anyway?

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SYMBOLS

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Can you tell from the symbol alone whose brand this is?

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Full logo

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How about this one?

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Girl Scouts logo and name

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Harley Davidson logo full

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Planned Parenthood Federation of America

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SLOGANS

Some nonprofits are known more for their slogans than for theirlogos.

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A mind is a terriblething to waste.

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Notice that the United Negro College Fund no longer spells out its fullname in its new logo. How effective is it to go by only initials? Acorporate example is KFC.

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Inspiring all girls to beStrong, Smart, and Bold.

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The positive place for kids.

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Boys and Girls Club--Logo, slogo, Name

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Have faith. End hunger.

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The Christian imagery is subtle. The fish inside the slice of bread.Loaves and fishes.

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Democracy in action.

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PROGRAMS

Some nonprofits are well known through their programs.

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Which organization runs anannual cookie sale?

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Girl Scouts

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Which organization holdsthe March for Babies?

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Which organizationcoordinates the Race for the

Cure?

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Note that the Susan G. Komen Foundation now uses the name of itsmain program in its logo.

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What is the primaryorganization affiliated with

the AIDS walk?

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It’s interesting to see how an organization’s name can become aliability as time passes. AIDS is no longer a gay-only issue (It neverwas.) And GMHC serves many more groups than gay men. The YMand YW Cas have a similar problem with the word “Christian.” Hereagain, they use initials only in order to avoid using the problematicword in their name. Is there a better solution?

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Which foundation runs thetruth campaign?

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American Legacy Foundation

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BRAND EQUITY

Just as you build equity in a house, organizations invest in theirbrands over time. The cumulative equity is a brand connotes itsvalue.

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Building Brand Value

• Recognition• Reputation• Customer Satisfaction

Key components of brand equity. The first two build up over time,often many years. The third must be earned in real time, every day,over and over again. It feeds reputation and recognition. Recognitionalone is not enough. Many people recognize Enron, for instance, butnot in a good way.

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Mission Fulfillment

I always think of the Salvation Army as an organization that is ashining example of mission fulfillment. They don’t have a glitzy logoor a cool name. They just do their job helping people and they getgreat results. They seem to always put mission first.

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Brand Challenges for NPOs

• Multiple Audiences• Maturity• Organization Culture• Name Changes• Changes in Operating Environment

Since nonprofits have many audiences -- donors, clients, families ofclients, government regulators, etc. -- it can be esp. difficult to buildstrong brand equity with all audience segments. Key issue -- Ourincome usually does not come from our primary customers (thepeople who directly benefit from our services).

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Today’s Brand Environment

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Nonprofit Numbers - 2007

• NYC: 25,000• NYS: 94,000• NJ: 39,000• CT: 19,000• US: 1.5 million

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New Nonprofits - 2007

• 64,176 (IRS)

• $425 million just to create these($5,000 each)

There are more and more nonprofits every year. How many are trulytop performers? How many merely fragment the donor market andcreate needless competition? Do we really need all of theseorganizations?

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Funding - 2006

$295 billion• 83% individual gifts ($245 billion)• 33% to religious groups• 8% are bequests

While $295B seems like a lot, much of it goes to churches,synagogues, temples. There is a small pie of foundation dollars.Corporate funding is tiny, yet we put a great deal of effort into courtingcorporate sector.

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Media Marketplace

• Fractured• Crowded• Simplistic• Episodic v. Systemic• Celebrity dominated

And there is tremendous competition among nonprofits for attentionin the media, both traditional media and, increasingly, online media.Are we promoting our causes, or our organizations? How muchattention should go toward promoting our organization versus ourcause? How about results?

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64,176 New Competitors

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THE FOR-PROFIT MODEL

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Tried & True Strategies

• Repetition, repetition, repetition(aka - ad campaign)

• Persuasion(aka - selling)

• Public Relations(aka - spin)

The for-profit model uses standard techniques. The reason for thisis that they work. But do they work as well for nonprofits?

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Newer Techniques

• Social media, Web 2.0, etc.• Sector-focused media

(NYNP Press)• Media we control (web sites,

newsletters, videos)• Corporate partnerships &

promotions

The “new” media offer opportunities that traditional media does not,but this is not a panacea. Also, there are no “mediators” (editors) inthe blogosphere to help people (our audiences) filter and find theright info.

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Common Denominator

COMPETITION

Bottom line -- the corporate, for-profit model is all about competition.That’s fine for them. Is it fine for us?

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TOWARD A NONPROFITMODEL

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Why Have Nonprofits?

• You provide services and productsthat for-profit entities will not.

• You provide private alternatives togovernment.

• You provide vehicles for thedevelopment of civil society.

There are reasons that the government allows tax exemptions fornonprofit organizations. We really are different. Maybe we shouldhave a different model of branding.

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The Nature of the Beast

• Multiple audiences - donors,clients, regulators, volunteers, etc.

• Bottom line = social goods• Your competitors are also your

collaborators in achieving socialchange.

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A Model of Our Own

• Brand collaboration overcompetition.

• Brand results in terms of changedlives.

• Minimize duplication, maximizeresources.

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Can That Really Work?

• Yes, according to John Nash, 1994Nobel Laureate in Economics.

• A Beautiful Mind - his story• Nash Equilibrium: All players

benefit if information is open to alland mixed strategies are used.

Nash developed an economic concept that says all players in agroup (coalition) can win IF information is openly shared and IF thevarious players use a mix of strategies. This is part of game theory.This could translate to a coalition of nonprofit groups dividing up thework (each employing a different strategy to move a commonmission) and openly sharing information (all players have access toeach other’s research, for instance). Everyone wins becausetogether they get results.

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Huh?

• Obama/Hillary: A zero-sum game.- Competitive model- Half of the voters “lose” and are

unhappy.- Results in a problem = How to bring

everyone together to achievecommon goal?

As opposed to a zero-sum game. Here’s a recent example that mostof us are familiar with.

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What’s the Alternative?

• Nash Equilibrium says that wheninformation is open to all abalance will result in which allplayers achieve some individualgain (aka money).

• Bonus = More progress towardcommon goals (aka results).

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COALITIONS

Here are some examples of nonprofits working together to getresults that help all. And one example of a group of for-profitsworking together to get sales and also to have an impact in makingsocial change.

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Causes in Common

Causes in Commonis a coalition ofactivists from theLGBT Liberation andReproductive JusticeMovements thatwork togethertoward commongoals.

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Causes in Common Coalition Partners

• Association ofReproductive HealthProfessionals

• Center for ReproductiveRights

• Community HIV/AIDSMobilization Project(CHAMP)

• Lambda Legal• National Gay & Lesbian

Task Force

• Planned ParenthoodFederation of America

• Pro-Choice PublicEducation Project

• The Center for Geneticsand Society

• Queers for EconomicJustice

• Empire State PrideAgenda

• Family Pride Coalition

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Results

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SmartTransportation.org

SmartTransportation.orgis a coalition ofnonprofits dedicated topromoting awarenessand the availability ofclean technology in thetransportation sector inthe U.S.

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SmartTransportation.orgCoalition Partners

• Stopglobalwarming.org• American Lung Association of the City of New

York, Inc.• The New York League of Conservation Voters• National Resources Defense Council (NRDC)• Set America Free• The Sierra Club

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Results

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Divided We Fail

Divided We Fail isa coalitiondedicated toensuring thatAmericans haveaccess toaffordable, qualityhealth care andlong-term financialsecurity.

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Divided We Fail Coalition Partners

• AARP• Business Roundtable• SEIU• National Federation of

Independent Businesses• American Psychological

Association• Disabled American

Veterans• Human Rights Campaign

• March of DimesFoundation

• MANA, A National LatinaOrganization

• National Council on Aging• United Jewish

Communities• Women’s Institute for a

Secure Retirement

How often do we see unions, businesses and progressive groupsworking together? This could be a breakthrough partnership and thepeople of the US could be the winners.

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Results

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Living Cities

Living Cities is aphilanthropic,corporate and publicsector partnershipestablished to bringopportunities and thepower of mainstreammarkets to urbanneighborhoods andresidents normally leftbehind.

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Living Cities Coalition Partners

• AXA CommunityInvestment Program

• Deutsche Bank• Ford Foundation• Bill & Melinda Gates

Foundation• The Kresge Foundation

• The McKnight Foundation• MetLife, Inc.• Prudential Financial• The Rockefeller

Foundation• United States

Department of Housing& Urban Development

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Results

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PRODUCT(RED)

(RED) is a partnership oficonic brands that havecreated (PRODUCT)REDbranded products. Apercentage of each(PRODUCT)RED productsold is given to The GlobalFund, and the money helpswomen and childrenaffected by HIV/AIDS inAfrica

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PRODUCT(RED) Sponsors

• Myspace.com• Motorola• American Express• GAP• Emporio Armani

• Converse• Apple• Hallmark• Dell• Microsoft

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Results

This is the final slide.

Date post:	14-Jun-2015
Category:	Business
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