Building roadmap shapes success Matt Baldwin Ryan Mazzola

Individual nonprofit organizations face unique challenges Many of them are managed with small staffs and tight budgets There are more and more nonprofits competing every day for public attention and private funding Problems with the internet

What they can do? Studied the best branding practices of leading nonprofits Came up with several components to help nonprofits with their struggle

What they can do Make a statement The mission statement of a nonprofit really matters Specific They need to differentiate themselves from other similar nonprofits Realistic No unrealistic mission statements, don’t be admirable be believable

What they can do Show Promise What should the target audience take from the brand, and how they can build support for their reasoning Unique Selling Proposition (USP) Not what it will do for the consumer but what it will do for others Reason to Believe (RTB) Accompanies USP and backs up its claim

What they can do Multiple Personality valuable way to enhance the relationship between organization and target audience A brand needs more than one attribute to capture attention Values Convince people of the brand relationship’s appeal Integrate them into the company

What they can do Graphic Content Can be very complex Visual appeal is part of the company Name Central to its success Logo Can be a symbol of everything the company stands for Tag Line Completes the picture and communicates the USP

Measure Brands are not complete until you can measure how well they are communicating to their target audience Don’t limit how you measure Not just numbers but beliefs and feelings about the company Conduct studies, strategic planning sessions, and marketing research to provide insight of accomplishments

Brand –Building Profits Brand Image Most important to nonprofits Key Priority Impacts fundraising Brand Building is important but promoting social change is still of most importance