Embracing Branding with Non-profits
I had the great privilege of participating as a panelist in National Provider’s Council Annual meeting two weeks ago. The keynote address was on The Power of Branding.
What struck me the most was the power of the topic. Those of us who live and breathe the world of “brand-speak” know it is often a repeated topic and ubiquitous on the conference circuit. But to the crowd of professionals in the non-profit human services sector, it’s a whole new word.
The oversized, generic room of the Natick Crowne Plaza was filled to capacity with a captive audience, eager to learn more about the basics of branding. Their funding has been cut, their resources are strapped, and on top of all of that they need to raise money while also building and elevating their organizations profile. Similar thoughts came from audience members about being relieved and grateful that their industry is finally paying attention to brand and to its role in building a successful organization. The interesting thing, however, is that people whose organizations are built around servicing others need to service themselves first.
Recently, President Obama called on Americans to “serve their communities,” citing that “public service is transformative, helping both the individuals that serve and the communities that benefit.” Those in the non-profit sector often forget about the advantages shared by all when they put themselves and their potential brands first – it will ultimately make them better at helping others.
I encourage these professionals to take the time, for themselves and their beneficiaries, to explore cost-effective branding options such as social media. Tools such as Facebook, Twitter, and blogs make brands come alive and instantly connect them to their communities. After all, when the opportunity to create a brand is pushed aside, the chance is lost to creatively make your mission come alive for all – clients, sponsors, volunteers and more – to see.
I agree wholeheartedly!
Typically, non-profits have been living in a reactive mindset – they are responding to their constituents’ needs while having to worry about finding donors and meeting funding criteria. They have been living with overwhelming program and development responsibilities that include defining mission and vision, addressing needs without duplicating efforts, showing evidence-based results, exhibiting high impact at a low cost, collaborating with other non-profits, and leveraging support, just to name a few. These are all still important concepts, but branding is a fresh internal and external perspective, a relatively new method to convey who they are. Your discussion of branding leads non-profits from being reactive to feeling empowered, and instead of bouncing attention from client to donor and back again, your suggestion of cost-effective branding through social media and taking an introspective look on meeting organizational needs first, sends non-profits in a healthy direction, one that serves everyone simultaneously.
Absolutely true! It is important for those inside the design community to share their branding knowledge as well as time with non-profit organizations. At the same time, I’m sure you were able to learn from them. The meeting of the minds can become a powerful win for everyone.