Not-for-profits have brands, too!
Every not-for-profit has an image or reputation. And every not-for-profit has a brand. A brand lives in the minds of members, donors, employees and volunteers. It’s the product of everything they've experienced, heard, seen or read. It's a promise to deliver what stakeholders value. It’s what sets one charity or association apart from another, enabling stakeholders to evaluate what it would be like to donate or join.
A less than sterling reputation.
A 2006 Harris poll found that only one out of 10 people surveyed "strongly agreed" that charitable organizations are honest and ethical in their use of donated funds. To be fair, most not-for-profits are highly ethical. But for many donors and members alike, perception is reality. Which underscores the importance of being proactive when it comes to building your reputation, and supporting your brand.
Not-for-profits are different than for-profit businesses.
In the for-profit world, companies spend millions delivering well-crafted messages to customers and prospects who have little direct contact with, or knowledge of, the company behind the products. Contrast this with not-for-profits where members, donors and others make 'buying' decisions based on their 'understanding' of an organization and what it stands for.
At Riverhorse Brand Advisors, we know how to position a not-for-profit to attract donors or members. We have a straightforward process for developing, clarifying and fine-tuning an organization's vision, mission, values and brand promise. And we know how to work with management and staff to ensure the brand promise is being delivered by employees who are living the brand.
For a no-obligation consultation about defining your charity's reputation and brand, call or email us today.