Building & Communicating Your Nonprofit Brand
August 15, 2013
Todd Rimer | Tammy Rimerelement212
Your Brand is therepresentation of a relationship
Relationships are built ordestroyed by met or unmet expectations
4 key expectations you should consider when building your brand:
Why You Exist?Engagement.Why you?Why Me?
Why You Exist? Do those who carry your brand name know your story?
Some key information they should know about your brand story:
Who/what cause you serve Why you serve that cause How your organization affects that cause Key differences you have made in that
cause Why people should care How people can get involved
Why you Exist?
Engagement
Some key expectations of engagement to set with your community are:
Where they can learn about your organization
What you REALLY need from them How the money you receive is used Who your supporters are How donors are “Thanked” for their support How they can expect to hear from you How they can communicate back to you
Engagement
53% of donors/volunteers leave due to an Organizations lack of communications.
Engagement
5% thought the organization did not need them
8% No info was provided on how their donations were used
9% Did not know they ever donated (meaning no follow up was ever done)
13% Never received a thank you or recognition for donating
16% Died (following up with the family)
18% Felt they received poor service or communication
36% Felt there were other more deserving causes to support
54% Simply could no longer afford to give money (opportunity to keep them engaged with their time as a volunteer instead)
Engagement
* survey conducted by Adrian Sargeant and Rockefeller Corporation
Communication
Organization Community – Donors – Volunteers
Community – Donors – Volunteers Organization
Engagement
Considerations of organization’s outbound communications:
Text alerts for upcoming events
Enewsletter
Thank you letters
News/events web page
Blogging
WebinarsEngagement
Considerations of organization’s inbound communications:
Utilize social media for 2-way conversations
Comment forum
Open online survey
Feedback forum
Community service representative
Donor spotlight – in their own words
Engagement
Why You?What are your true results and do they fit with my values?
Key expectations your organization needs to consider with Donors; Volunteers and the Community:
Show how your organization is a “change agent” in the cause you serve
Give examples of real percentages and case studies – what is your real social impact
Showcase the true social impact your organization makes
Show what is special about the way your organization provides its service, highlight your differentiators that no one else can own
Why You?
Why Me?
Key expectations your organization should consider to shorten the cycle of donor engagement:
How the donor/volunteer is recognized in their support
Spotlighting donors throughout the year, showcasing specifically how their support provided aid to the organization.
Providing a variety of ways a person can support (not just financially) and highlighting those non-financial supporters. (don’t make it all about $$)
What percentage of donations goes towards the cause vs. overhead expenses.
Highlight the impact donations provide the cause the organization serves.
Show donor engagement In their own words – allow a space where donors can share with the community why they support, through your
marketing mediums.
Why Me?
Donors and Volunteers want to believe that they are making a difference in your organization and are empowering you to meet the needs of the community.
Why Me?
Questions?
Thank you for your time today!
Why Me?
Next Webinar:
September 24th, 1pm EST
Network for GoodTom Ahern | Jay Love
https://bloomerang.co/resources/webinars/