January 10, 2014
When considering how to reach out to the donor pool, nonprofits may not throw around the term "marketing" a lot. Typically, fundraising serves the dual purpose of creating awareness surrounding the cause and then using that to leverage donor contributions.
However, consumers are interacting with brands in ways they never have before, and nonprofits can benefit from this as well. Thinking of consumers and donors, they are still turning over money to an organization. What they get in return will differ slightly for each individual. For some, it's the feeling of helping others, contributing to a passionate cause, or perhaps they just get a tax deduction.
Nonprofits need to market themselves much the same way that for-profits do. In fact, branding is really nothing more than declaring a promise. Due to their actions, most nonprofits probably slide by with a pretty high brand rating. Just the idea of no profits will raise their image quite a bit in the minds of many Americans.
However, nonprofits can quickly suffer from negative publicity, possibly more so than traditional businesses. For one thing, even a small decline in funding can cause serious budget shortfalls, so a minor PR problem is quickly amplified.
How nonprofits can improve their brand
According to Nonprofit Brand It, differentiation is one of the key reasons that nonprofits need to be conscious of branding. Just as companies compete for market share and profits, nonprofit organizations must show donors what they offer that others do not. One way to start, said the website, is to create a mission that is more quantitative.
For example, ending world hunger is clearly a daunting task that no single organization will ever be able fulfill. However, "providing families in Ghana access to clean water," is a mission that donors will see as attainable. The more specific a nonprofit is when designing its goals the more donors will be able to visualize the mission being accomplished.
Branding also improves a nonprofit's credibility. Marketing aspects as simple as an engaging logo can make an organization look more legitimate. When turning over money to a charity, donors want to believe that they it has gone to the group with best chance of using it to meet their personal goals.
Branding is becoming an increasingly complex concept
Make no mistake, while a good logo helps, branding is about much more than the sign in front of the building. Successful branding should encompass interaction with donors on social media, at community events and press in local news outlets when possible. Donors will want to feel like a part of an organization even when they are not contributing. That could lead to volunteering their time, or it could just mean they share social media updates from the group with their friends and family.
If nonprofits do not have a defined strategy for improving marketing and branding initiatives, board members should could consider developing one. Increasing awareness about the organization, its services and its needs throughout the year will improve the results of fundraisers.
Ready to chat? Get in touch today to request a no-obligation savings evaluation.
First Nonprofit has saved us so much money over the state’s program. We had one little glitch with the state recently and we contacted FNP immediately. FNP staff called us back immediately and moved to remedy the problem.
First Nonprofit has been a great partner. They have helped us saved hundreds of thousands of dollars! They have awesome resources for our nonprofit organization. Thanks for the partnership.
Life is certainly busy these days but having business partners like First Nonprofit has made some of the process hassle free. We have worked with this team for years. When we changed payroll systems, they outlined every step. I think this team is terrific and I know they get the job done! Thank you, Cruz, to all the team at FNP.
FNP has helped our agency to save thousands of dollars every year on our unemployment coverage. The service is phenomenal, and we are thankful to their team as our partner. My experience working with Marshall on the advocacy around UE for nonprofits was also a highlight as someone who teaches advocacy and lobbying for nonprofits. Really, your whole team is top shelf, so thank YOU!
Chicago Children’s Theatre has greatly benefited from our partnership with First Nonprofit, and I have always enjoyed working with the staff on our filings and any complicated questions. I would not hesitate to recommend First Nonprofit to fellow nonprofits. We’re very happy customers.
FNP is a great resource for Daniel Kids. To have a TPA that we can count on to take point on not only managing our unemployment claims, but to support and guide any protest hearing, is invaluable. All the professional support staff we have worked with have been excellent, very knowledgeable and responsive. We are grateful for the help and support, thank you.
When I first began in my position at my organization, I hadn’t had experience working with a company like FNP. The staff was so patient and helpful in helping to explain the benefits of First Nonprofit. Anytime I reach out with a question I receive a quick, clear, and thorough response. I’m so thankful that we decided to partner with FNP. Their excellence in customer service, coupled with their variety of packages frees us up to truly serve our staff and community with a peace of mind knowing that our organization is protected against unanticipated unemployment insurance expenses.
First Nonprofit gets an A+ in my book. You are so easy to work with & very knowledgeable! Whether it is my quarterly correspondence with Kim or my random interactions with Dawn about a bond … I am so pleased that I get to work with such a helpful company. Thank you!