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/