Q: Brand Development for Nonprofit Organizations in 5 Easy Steps!
Ah yes..."brand development." This is something so many nonprofit organizations shy away from, but why? Have you ever heard of Goodwill? How about United Way or the Salvation Army? St. Jude's Research Hospital? YMCA?
Yeah - you know all of these. But how? Did they just appear one day and everyone started giving them money? Hardly!
Most of these nonprofit organizations were started years ago, and they all started small. They provided services and relief to individuals and families in their communities. They pounded the pavement, made their services known, helped their targeted clientele, and pretty much forced their brands (brand development) on the public! Not that that's a bad thing...
Click on the links and you'll see what those organizations make in profits today, and how they help their communities. You can help your community too - but it just might take a bit of time to develop your organization. But that's okay, because if you just help one person, or one family, or one community in need - you'll have done good for others. Isn't that what it's all about?
So HOW does one develop their brand? In a word? COMMUNICATION! There are a lot of ways to communicate, but first - figure out your name. Get yourself a logo...lots of kids in college and even high school can make one up for you. Figure out a catch phrase that speaks to the people and tells them who you are and what you do. For example, there's a nonprofit in the Los Angeles area called The Burrito Project. They have a cute logo, and a website. Their website says: "The Burrito Project is a group of friends who meet monthly to commune with one another and share quality food with the disenfranchised people of downtown Los Angeles, Pasadena & surrounding areas."
What do they do? They pass our burritos and water to homeless people in the Los Angeles area. Very cool project and nonprofit organization. Yeah - we helped them get their nonprofit corporate status. ;-)
But their brand? That they did all on their own, and now if you go downtown, down to the Pasadena area, and just about anywhere where the homeless are living, ask them about The Burrito Project, and they'll know who you're talking about.
How'd they get so famous? They used the 5 Steps to Branding your nonprofit organization:
#1 - They did what they said they would do, and they did it consistently...they passed out burritos and water. This is one of the most important things...follow through and do what you say you're going to do. Help the people you say you're going to help, and do it consistently!
#2 - This newly-formed organization created a Facebook Group page, and started inviting people to Like their page. Word started getting around, and as things go...friends started sharing with their friends, and it spread. It spread, because they posted information on THEIR upcoming events, and even related-events...then responded to questions, and pretty much stayed in touch with group members. Communication and interaction is PARAMOUNT to your branding success! STAY IN TOUCH constantly with your Facebook audience!
#3 - They got involved in their community! If there was a local event - they asked about it, introduced themselves, became involved, and participated. Don't just wait for other organizations to invite you to join them...SEEK AND ASK to join in the fun! They won't know about you if you don't tell them you're there. And if you don't ask, the answer's always NO! So ASK!
#4 - They didn't take NO for an answer. If someone told them NO...they'd ask "Why not?" and they wouldn't stop 'til they got an answer. You need to do the same thing...just keep asking. The experts say that statistically, children get 7 "No's" from their parent before the parent finally breaks down and says "Yes." Act like a child...KEEP ASKING until you get a Yes!
#5 - They asked for and encouraged volunteerism. And they got it. Even when one of the group members reposts information from their Facebook page to their personal wall...that's a form of volunteerism, and free advertising. It means they didn't have to work as hard to get their name out, AND...when info about your organization and/or Event is posted and reposted, there's a good chance it'll to viral! Volunteers are the life-blood of a nonprofit organization, and can make your organization go viral...or not. So ask for volunteers, and treat them like gold!
Have a question or need help setting up your tax-exempt, 501(c)(3), nonprofit organization? Call us at 1.865.408.8833, Comment below, or email us directly, and we'll get back with you ASAP! Just click This email address is being protected from spambots. You need JavaScript enabled to view it. to send an email!