Branding isn't just the responsibility of your company's marketing department. Everyone, at all levels of the organization - especially nonprofits, need an understanding of branding and how it impacts business. Bill McKendry, co-founder and Chief Creative Officer of DOMOREGOOD , a strategic and creative brand-building firm that is committed to helping organizations make a positive impact on the world around them, shared his 14 branding principles to help you make the leap from doing good to doing more good.

1. Hello.

2. Imagine you’re this guy.

3. You don’t have a job.

4. Your spouse depends on you.

5. As do your 10 children.

6. And 20 elderly relatives.

7. What do you do?

8. You hire a housekeeper.

9. Meet with your accountant.

10. You buy a bigger house.

11. And a bigger car.

12. Have a huge dinner party.

13. But don’t ask anyone for a job.

15. You don’t even have a resume.

16. Sounds ridiculous?

17. Irrational?

18. Irresponsible?

19. My
Mission:

20. MOVE FROM
DOING
GOOD

21. TO
DOING
MORE
GOOD

26. 14
Key Branding
Principles to
Do MORE Good
in 2014 and
beyond

27. 14
Recognize your
problem.

28. KEY STAGES
of NPO Marketing Accountability

29. 1 DENIAL
WE DON’T NEED MARKETING!

30. 2 FEAR
WE NEED FUNDS,
CALL IN MARKETING!

31. 3 CONFUSION
WHAT DO WE DO? WHO DO WE TALK TO?
WHAT SHOULD WE SAY?

32. 4 SELF PROMOTION
LET’S HAVE AN EVENT ...
TALK ABOUT OURSELVES ...
HOPE THINGS CHANGE!

33. 5 ACCOUNTABILITY
FUNDRAISING/REVENUE STARTS WITH MARKETING.

34. “An organization has
one and only one
purpose: to create a
supporter.”
Peter Drucker, Social Ecologist

35. 13
Never say this...

36. WE’RE THE BEST
KEPT SECRET.

37. 12
Marketing is
an “investment,”
not an “expense.”

38. “Marketing and
innovation produce
results; all other
organizational
functions are a cost.”
Peter Drucker, Social Ecologist

39. “There is a relationship
between failing to
invest in fundraising
and a failing to meet
goals. Simply put, it
takes money to raise
money.”
The Nonprofit Research Collaborative
Executive Summary, 2012 Fundraising Survey

40. 11
Nonprofits have
competition.

41. Amount of Choices
“More than ever, people (donors,
volunteers and board members)
have increasing options and
less time to make choices.”
Amount of Time
Seth Godin, The Purple Cow

42. 10
Everything starts
with awareness

43. Eyeballs
Awareness
Consideration
Preference
Action
Loyalty
Supporters

44. RECOMMENDATIONS
FROM FRIENDS
People
PEER REVIEWS
COMPETITIVE
ALTERNATIVES
USER GENERATED
CONTENT
Supporters
Influencers

45. 9
Every brand
contact counts.

46. “Understanding
branding is easy—
everything matters.”
Howard Schultz, Founder of Starbucks

48. • What does your location or even reception area
say about your brand?
• When someone calls or stops by, how are they
treated?
• When volunteers/staff email, leave voice mails or
answer the phone, how do they come across?
• What kind of cars do your key contacts drive?
How do they dress?
• How do your volunteers/staff/leaders/board talk?

49. 8
Be a brand, not
an organization.

50. • A brand looks at every piece of communications
as an opportunity to make a positive impression.
• A brand looks to hire staff and recruit volunteers
that matches their brand personality.
• A brand focuses on donor desires, needs wants.
• A brand understands that organizational
behavior and experiences greatly influence
marketing success.
• A brand looks at every major decision through
the filter of how it impacts their brand.

51. 7
Make a habit of
knowing media habits.

52. • 90% of all media interactions are screen based
(smartphone, PC, tablet & TV)
• Only 10% of all media interactions are non-screen
based (radio, newspaper, magazine, direct mail)
• 98% of us move between multiple screens /
devices a day
• 50% of all media consumption is peer-to-peer

53. A Four Screen Day:
6:45 AM - Home: Television
7:30 AM - Commute: Radio + Smartphone
8:00 AM - Work Day: PC + Smartphone
5:30 PM - Commute: Radio + Smartphone
Evenings - Smartphone + PC + Television + Tablet

54. 6
Content is the new
30 (seconds).

55. Quality
Quantity
CONTENT
Variety

56. 5
Mean more
to your targets.

57. MOVE FROM
TALKING ABOUT
WHAT YOU
OFFER
OR PROVIDE

58. TO
TALKING ABOUT
WHAT YOU
MEAN

59. 4
Ask yourself,
‘why?’

61. WHAT
Results
WHY
Purpose
HOW
Actions

62. 3
Get emotional.

63. REASON
EMOTION
PERSUADE
MOTIVATE

64. 2
Don’t leave money
on the table.

65. “Brand associations with your
nonprofit have value; yet, even
the most savvy nonprofits
admit they’re leaving money
on the table.”

66. 1
Frequency wins.

67. QUESTIONS?

68. “The knowledge
of fire does not
keep one warm.”
- St. Maximus, The Confessor

69. THANK YOU.
Now
DOMOREGOOD