The secret of nonprofit branding

It's pretty simple. A successful brand -- commercial or nonprofit -- is one that connects with the aspirations of its audience. Not one that compellingly describes itself.

A recent article at OnPhilanthropy looks at this issue: Modern Philanthropy: Bring Out the Consumer Brands. Key point:

When we make the decision to give, it is based on a relatively simple checklist of smaller decisions all of which have to do with how we see ourselves in the world. Brand managers in the consumer world have long understood this. . . .

When we make a gift, it is less transactional certainly than a purchase. The desire to fund change, to help the poor, to better society is real . . . . But we also aspire as we give.

We aspire to be part of something bigger.
 We aspire to have our name related to a good cause. 
We aspire to look good in front of our peers. 
We aspire to be like Oprah. . . .

This is about all you need to know about branding. Nonprofit or otherwise. It's about the donor or customer. Not about the organization or company. Period.

When you buy a car, you're not really looking for a machine that gets you from one place to another -- you're looking for an object that says something about you. If you're like me, that something might be "I'm someone who only wants a car that gets me and my stuff from one place to another." (This is my excuse for owning a minivan.)

Since there's almost no utility in charitable giving, giving is even more purely aspirational than buying.

Put it this way: Your donors are giving to you because of what that giving says about them -- to themselves or to others.

They aren't giving because your programs are so brilliant.

They aren't giving because you're so smart (or strategic, or any other great attribute).

They aren't giving because of your long history or superior achievement.

(Though you need to excel at all those things.)

So ask yourself: What about our brand feeds the unique aspirations of our donors? What is it about giving to you that makes them feel proud or happy or cool or validated?

Remember, you don't have to please everyone. But you do need to be square in somebody's sweet spot.

I can almost guarantee you won't be there if your brand is a brilliant expression of yourself -- and not a crystal-clear expression or your donors' aspirations.

Technorati Tags: fundraising, aspirations

Comments

[Corey]

Hi Jeff,
I recently was pointed to the following post on nonprofit branding also and I thought you might be interested: http://ries.typepad.com/ries_blog/2006/10/marketing_a_non.html

[Arlene Spencer]

Jeff,
LOVE this post on branding. It is so important for fundraising (i.e. grant writing) that donors understand who a non profit org is and what they do. Basic. Much needed.

Check out my 100th post on where we grant writers are today and where we need to be. It ties into organizations needing to invest in branding.

http://thegrantplant.blogspot.com/2007/07/grant-writing-grant-writers-whats.html

Best,
Arlene

[Phil Cooke]

In my new book, "Branding Faith: Why Some Churches and Non-Profits Impact the Culture and Others Don't" (brandingfaith.com), I echo your thoughts. It's about presenting a compelling vision for your organization, and giving people the opportunity to be part of something significant and bigger than them. It's especially critical in getting your message heard through the clutter of a media driven culture.