Branding in the non-profit space

BRANDING  IN  THE  NON-­‐PROFIT  SPACE  

Prakhar  Gupta  Malvika  Jain  Megha  Dada  Chawdhry  

WHY ARE WE TALKING ABOUT THIS?

FROM THE HORSE’S MOUTH: WHAT ARE THE ORGANIZATIONAL CHALLENGES YOU BELIEVE YOU CAN ADDRESS THROUGH STRONG BRANDING AND MARKETING?

DONORS VOLUNTEERS

PR AND MEDIA

GOVERNMENT RELATIONS CORPORATE PARTNERSHIPS

SHARE OF VOICE AND VISIBILITY

CREDIBILITY

DO THESE RING A BELL?

REACH

Different studies undertaken globally show that a person’s decision to donate and engage was heavily influenced by their impression of the organization, the tone of a charity’s communication and its ability to provide emotional and intellectual stimulation.

IT ALL ADDS UP:

The survival of current NGOs depends on their current ability to publicly sustain an issue and to be seen by those interested as the key driver for processing and transforming the Matter

One  of  the  most  viewed  videos  on  the  internet    Today.  Crossed  the  100  MILLION  views  barrier  in    Less  than  6  days  in  2012    

•  A portion of your success is gauged by how others perceive your organization.

•  You flourish on trust and reliance to raise awareness, initiate actions and for fund raising rather than profit.

•  The right branding will allow you distinguish yourself from others

Branding is more important for you than for-profits as you are in the business of cooperating and not competing

17%  

83%  

NGOs  having  a  marke0ng  department  

Yes   No  

NOT TOO MANY TAKERS?

Source:    

BUT  ARE  THERE  INHERENT  ADVANTAGES  FOR  YOU  TO  EXPLORE?  

“Branding started out because customers do did not have personal relationships with the people behind growing companies. Companies had to create stories and characters for consumers to relate to their products.”

YOU ALREADY HAVE AUTHENTIC RELATIONSHIPS, STORIES AND CHARACTERS IN THE FORM OF PEOPLE YOU HAVE

WORKED WITH

HOW DO YOU LEVERAGE THEM?

……………………THE  RIGHT  MESSAGE  AND  MEDIUM    

THE RIGHT MESSAGE ‘IS ABOUT THE RIGHT APPROACH’

Non-profit brand IDEA methodology:

Integrity

Democracy

Ethics

Affinity BRA

ND

close alignment between internal brand identity and external brand image

organization trusts its members, staff, participants, and volunteers to communicate their own understanding of the organization’s core identity.

brand itself and the way it is deployed reflect the core values of the organization.

brand is a good team player, working well alongside other brands, sharing space and credit generously,

THE RIGHT MEDIUM: ‘IS WHERE YOUR AUDIENCE IS’

TRADITIONAL MEDIA AND PR

SOCIAL MEDIA: DIGITAL WEB, MOBILE TECHNOLOGY

LEVERAGING TRADITIONAL MEDIA

VOLUNTEERS DONORS MEDIA CORPORATE PARTNERSHIPS PARTNER NGOS GOVERNMENT

MULTIPLE STAKEHOLDERS: IDENTIFY THEM

INITIATE AND INCREASE FREQUENCY OF A DIALOGUE

Conven0onal  Marke0ng  Media  s0ll  underleveraged  Newspapers  Television  Radio  Website  Brochures  Adver[sements  

Celebrity Endorsements Partner with schools and corporates

Sales & Exhibitions

Events and workshops

P&G Shiksha

Aditya Birla Group: Model Villages

Corporate Partnerships

Saturated medium? Not if you have a compelling story.

Taproots  Domes[c  Violence  Campaign  

WWF  an[-­‐poaching  

LEVERAGING SOCIAL MEDIA

WHY GO SOCIAL?

Increasing no. of users

Global Medium

Wider Reach

Low Cost

High Engagement

Greater Impact

Leveraging Digital Media: What can you use it for?

 Raise Public awareness for your cause

 Raise funds for your cause

 Reach new constituents & supporters

 Build a community of passionate champions

 Get people to take real-world actions

TEACH FOR INDIA

Partnered  with  large  corporates  and  founda[ons  for  the  funding  requirements      Exploited  both  tradi[onal  as  well  as  digital  medium  to  spread  awareness,  gain  publicity  and  recruit  volunteers.  

The Akanksha Foundation

Use of internet to rope in volunteers. Created several inspirational videos to spread awareness.

Swechha Foundation

Have created a huge support community on online forums. Used the forums to reach the volunteers for various activities. Have managed to secure continuous participation from various schools and colleges. Organize events and publicize them to spread awareness about causes and upcoming campaigns

Bell Bajao

High on visual and engaging content, some of the campaigns went viral. Action oriented messaging.

Actively build and engage with their online community.

BLANK  NOISE  USES  SOCIAL  MEDIA  ACTIVATION  FOR  CONTENT  AGGREGATION  AND  FOR  ORGANIZING  OFF-­‐LINE  INITIATIVES  LIKE  “SAFE  CITY  PLEDGE”  

Laying the groundwork before you start

Understand that social media is a series of stages: crawl, walk, run, fly

Create a Strategic Plan with realistic, concrete goals (reach, identify theme to be spoken about- actionable results

Identify internal and external influencers

Consider how you can create content and induce outsiders to create content

Only after you have a Plan do you turn to the tools

Listen deeply

Figure out what to measure (influence, conversion, engagement degree and not pure reach and impressions in isolation)

Be flexible and nimble. Iterate as you go along.

You will make mistakes as you go along, but the key lies in iteration, iteration and iteration!!

WRAP-UP

DON’T  NEGLECT  YOU’RE  BRAND!  YOU  HAVE  ONE!  

IDENTIFY  AND  ENGAGE  YOUR  STAKEHOLDERS  EARLY  

UNDERSTAND  THEIR  MEDIA  CONSUMPTION  HABITS  AND    TARGET  ACCORDINGLY  

DRIVE  THE  MESSAGE  HOME  

Iden[fy  and  engage  early:  Crowd-­‐sourced  and  high  delega[on.    Branding  intact  with  tool-­‐kits  and  design  guidelines  shared  across  mul[ple  languages  hep://onebillionrising.tumblr.com/post/46908776369/one-­‐billion-­‐rising-­‐social-­‐campaign-­‐overview  

Sources hep://www.un.org/esa/socdev/ngo/docs/2012/social-­‐media-­‐ngos.pdf  

Karamyog.com  

hep://www.slideshare.net/SocialSamosa/digital-­‐snapshot-­‐may-­‐2013  

hep://www.fastcoexist.com/1680582/the-­‐smallest-­‐nonprofits-­‐should-­‐have-­‐the  -­‐most-­‐powerful-­‐brands