Fundraising Day Pres With Notes

Branding for Nonprofits

Bonnie McEwan
President
MAKE WAVES

www.makewavesnotnoise.com 1

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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 their
logos.

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A mind is a terrible
thing to waste.


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

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Inspiring all girls to be
Strong, 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 an
annual cookie sale?


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Girl Scouts


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Which organization holds
the March for Babies?


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Which organization
coordinates the Race for the
Cure?


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

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What is the primary
organization affiliated with
the AIDS walk?


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It’s interesting to see how an organization’s name can become a
liability as time passes. AIDS is no longer a gay-only issue (It never
was.) And GMHC serves many more groups than gay men. The YM
and YW Cas have a similar problem with the word “Christian.” Here
again, they use initials only in order to avoid using the problematic
word in their name. Is there a better solution?

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Which foundation runs the
truth 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 their
brands over time. The cumulative equity is a brand connotes its
value.

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Building Brand Value

• Recognition
• Reputation
• Customer Satisfaction


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

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Mission Fulfillment


I always think of the Salvation Army as an organization that is a
shining example of mission fulfillment. They don’t have a glitzy logo
or a cool name. They just do their job helping people and they get
great 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 of
clients, government regulators, etc. -- it can be esp. difficult to build
strong brand equity with all audience segments. Key issue -- Our
income usually does not come from our primary customers (the
people 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 truly
top performers? How many merely fragment the donor market and
create needless competition? Do we really need all of these
organizations?

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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 courting
corporate sector.

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Media Marketplace

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


And there is tremendous competition among nonprofits for attention
in the media, both traditional media and, increasingly, online media.
Are we promoting our causes, or our organizations? How much
attention should go toward promoting our organization versus our
cause? 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 this
is 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 “m ediators” (editors) in
the blogosphere to help people (our audiences) filter and find the
right 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 NONPROFIT
MODEL


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Why Have Nonprofits?

• You provide services and products
that for-profit entities will not.
• You provide private alternatives to
government.
• You provide vehicles for the
development of civil society.


There are reasons that the government allows tax exemptions for
nonprofit organizations. We really are different. Maybe we should
have 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 social
change.


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A Model of Our Own

• Brand collaboration over
competition.
• Brand results in terms of changed
lives.
• Minimize duplication, maximize
resources.


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Can That Really Work?

• Yes, according to John Nash, 1994
Nobel Laureate in Economics.
• A Beautiful Mind - his story
• Nash Equilibrium: All players
benefit if information is open to all
and mixed strategies are used.


Nash developed an economic concept that says all players in a
group (coalition) can win IF information is openly shared and IF the
various players use a mix of strategies. This is part of game theory.
This could translate to a coalition of nonprofit groups dividing up the
work (each employing a different strategy to move a common
mission) and openly sharing information (all players have access to
each other’s research, for instance). Everyone wins because
together 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 achieve
common goal?


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

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What’s the Alternative?

• Nash Equilibrium says that when
information is open to all a
balance will result in which all
players achieve some individual
gain (aka money).
• Bonus = More progress toward
common goals (aka results).


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COALITIONS


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

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Causes in Common
Causes in Common
is a coalition of
activists from the
LGBT Liberation and
Reproductive Justice
Movements that
work together
toward common
goals.


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Causes in Common Coalition Partners

• Association of • Planned Parenthood
Reproductive Health Federation of America
Professionals • Pro-Choice Public
• Center for Reproductive Education Project
Rights • The Center for Genetics
and Society
• Community HIV/AIDS
• Queers for Economic
Mobilization Project
Justice
(CHAMP)
• Empire State Pride
• Lambda Legal Agenda
• National Gay & Lesbian • Family Pride Coalition
Task Force


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Results


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SmartTransportation.org

is a coalition of
nonprofits dedicated to
promoting awareness
and the availability of
clean technology in the
transportation sector in
the U.S.


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Coalition 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 is
a coalition
dedicated to
ensuring that
Americans have
access to
affordable, quality
health care and
long-term financial
security.

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Divided We Fail Coalition Partners

• AARP • March of Dimes
• Business Roundtable Foundation
• SEIU • MANA, A National Latina
• National Federation of Organization
Independent Businesses • National Council on Aging
• American Psychological • United Jewish
Association Communities
• Disabled American • Women’s Institute for a
Veterans Secure Retirement
• Human Rights Campaign


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

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Results


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Living Cities
Living Cities is a
philanthropic,
corporate and public
sector partnership
established to bring
opportunities and the
power of mainstream
markets to urban
neighborhoods and
residents normally left
behind.


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Living Cities Coalition Partners

• AXA Community • The McKnight Foundation
Investment Program • MetLife, Inc.
• Deutsche Bank • Prudential Financial
• Ford Foundation • The Rockefeller
• Bill & Melinda Gates Foundation
Foundation • United States
• The Kresge Foundation Department of Housing
& Urban Development


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Results


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PRODUCT(RED)
(RED) is a partnership of
iconic brands that have
created (PRODUCT)RED
branded products. A
percentage of each
(PRODUCT)RED product
sold is given to The Global
Fund, and the money helps
women and children
affected by HIV/AIDS in
Africa


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PRODUCT(RED) Sponsors
• Myspace.com • Converse
• Motorola • Apple
• American Express • Hallmark
• GAP • Dell
• Emporio Armani • Microsoft


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Results


This is the final slide.

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Fundraising Day Pres With Notes

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