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Nonprofit Branding
A nonprofit brand is the shared emotional perception participants and supporters hold in connection with the programs and services a nonprofit offers. An organization’s identity is determined by how it delivers and communicates value to its key stakeholders. Creation In Common’s approach to branding focuses on how organizations can successfully guide community perception about their work by aligning their mission and values with the results created by its board and staff. Free Nonprofit Brand Needs Assessment for Your Organization. Articles “We Are Not Who We Are”: Building Your Organization’s Brand Message By Carlo M. Cuesta Defining a brand message is key to building an organizational context that is recognized by your participants and supporters. A Place of Passionate Engagement By Padraic Lillis This article describes Creation In Common’s work with the Walker Art Center to extend the organization’s brand identity through 180 new front line employees. Best Practice: Getting Board and Staff to Communicate for You By Carlo Cuesta Lyngblomsten promises unmatched person-centered experiences for older adults; Resources for Child Caring promises to raise the standard of care for children. Two very different organizations both used a collaborative approach to communications planning to enhance board and staff participation in the effort. Building the Nonprofit Brand from the Inside Out By Carlo M. Cuesta This introductory article defines the nonprofit brand, describes the brands role in an organization, and illustrates how a brand environment is established through Creation In Common’s Nonprofit Brand Model. Client Spotlight: Skylark Opera By Dana Gillespie Following an intensive branding project this 26 year old performing arts organization adopted a new name that references its classic and elegant style as well as its boisterous and whimsical tendencies. Finding the Break in the Chain: Assessing Your Organization’s Brand By Carlo M. Cuesta This article discusses strategies for evaluating and strengthening your organization’s brand identity. Henrietta Leavitt: An Engaged Worker Guides Us To Our Future Promise By Padraic Lillis An engaged workforce is key to strengthening a nonprofit’s brand. This article tells the story of one engaged worker who was critical to the promise of a nation. Revitalizing Your Nonprofit’s Identity on a Shoe String By Carlo M. Cuesta Setting specific goals, reaffirming core messages, developing a new tag-line, and making color changes can strengthen your organization’s identity without breaking the bank. Sometimes It’s the Little Things that Count By Dana Gillespie This article discusses the seemingly small ways a nonprofit can bring its promise to life, impacting customer service and deepening the relationship with its constituents. Strong Brands Improve Fundraising and Marketing Results By Carlo M. Cuesta After conducting an assessment of 55 nonprofit brands over the last 12 months, Creation In Common has identified four key factors that influence the strength of an organization’s identity and its ability to create strong marketing and fundraising results. The Value in a Promise By Padraic Lillis An organizational promise is an essential component of the nonprofit brand. This piece discusses the impact making a promise can have on the future of an organization. Your Promise is Your Brand: How to Work It By Carlo M. Cuesta and Padraic Lillis Written for the Nonprofit Quarterly’s Fall 2005 edition, this article explores the impact making an organizational promise can have on your organization’s brand. Models Employee Engagement Measures This chart is a quick reference guide for supervisors to measure how engaged their employees are in the work they do. Nonprofit Branding Model This model illustrates the components that make up a nonprofit’s brand. A strong brand identity connects an organization’s mission with the perceptions of participants/supporters through the actions of board and staff. |
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