Tag Archives: branding

Still More ePhilanthropy Ideas From Around the Web

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According to the Foundation Center’s Philanthropy News Digest. “some of the nation’s largest charities…have seen only modest gains in online donations…because many of them have been slow to embrace or aggressively market their Web sites as a platform for giving.”  So this may be more a result of a lack of marketing than to a slowdown in the growth of online fundraising.

In Fundraising Success, Steve Kehrli suggests that there’s no such thing as a free donation, The costs of ephilanthropy usually include:

  1. e-commerce platform integrated with your constituent database.
  2. creative team that creates effective copy, images and video
  3. production department that standardizes email content.
  4. list of online prospects that eventually become donors
  5. consultants and analysis that provide actionable recommendations.

Steve suggests that there are other costs, such as the correspondence team that responds to inquiries and training / developing staff that are also part of developing effective online strategies..

Pew / Internet released a report on cloud computing that estimates 69% of online users are now using hosted applications and/or storing data online, but many are concerned about how this information will be used by online vendors.

eJewishPhilanthropy’s Brand Sharing 2.0 suggests that to make the most of Web 2.0 tools, nonprofit organizations give up some control over their organizational identities and “allowi their strongest supporters to use these organizational brands as an extension of their own personal online branding efforts,” offering examples from the Salvation Army, National Geographic and the World Wildlife Fund.

Finally, marketing guru Seth Godin gave a stimulating talk this week as part of Network for Good’s wonderful Nonprofit 911 series on how to become a ‘purple nonprofit.’

NYC Nonprofit Boot Camp – Brand Driven Communications

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Thanks to the CraigsList Foundation for hosting the NYC Nonprofit Boot Camp on Aug. 16.  Miriam Kriegel of BBMGled a particularly interesting session on ‘brand driven communications

Miriam stressed the importance of nonprofits identifying what they stand for, what their unique difference from other organizations with compatible missions and realizing that branding is not simply your logo.  She also suggested that narrowing your focus makes your brand stronger.  In addition, if you don’t already have a well known brand, “create a new category in which you can claim leadership.”

In contrast to building multiple web sites to address different audiences, Miriam suggested using a single web site which is associated with a strong branding message. This presents an interesting challenge – can we serve all of our constituents differently yet have them all view our organization with a consistent identity?

As I’ve advocated elsewhere, Miriam also stressed the importance that all touch points have similar messaging, e.g. web site, direct mail, telephone, events, board interactions with the public as well as that a brand be presented consistently over time.

These principles are often used in for profit organizations, but they clearly can be used effectively within our sector.  What is it about your organization that makes it unique?  Having a clear mission which staff and board can clearly articulate helps, but creating a strong brand is a critical component of any nonprofit’s communications strategy.

Bridging Divide between Fundraising and Marketing

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As I’ve become more involved in development issues, I joined the Association of Fundraising Professionals this year.  I recently received their Advancing Philanthropy bimonthly magazine which featured an article on how fundraising and marketing staff can work together.  Quoting a recent study which examined the relationship of marketing to other NPO departments, not working together can “lead to conflicts that substantially affect a nonprofit’s performance.”  Yet when constituents interact with a nonprofit, “they’re dealing with the organization as a whole.”

Instead, it is suggested that brand can act as a common thread that unites separate departments.  “Brand is everything you do, everything you are, everything you say.  Making sure that they are all consistent across different functions is essential.”  While I’ve never seen marketing and fundraising merged into a separate department, it does seem to make sense since “the roles that marketing and fundraising play in crafting a distinctive brand is complimentary,” according to Network for Good‘s CEO Bill Strahmann.

Brand is also critical in differentiating your organization from others that represent the same cause.  Jo Sullivan, who manages both development and communications at the ASPCA, has done especially well in this area.  The ASPCA is also represented on Facebook and MySpace.  (Some organizations are still debating whether or not to devote resources to social networking sites.)

How do you get NPO departments to work together and not in different directions?  At my current organization, we’ve occasionally had lunch meeting where one department will highlight projects it is working on;  judging by comments from other attendees, it’s clear that not everyone is on the same page.  Understanding the complementary objectives of fundraising and marketing is a vital step towards establishing a consistent image to our constituents.

P.S. Happy Thanksgiving.  Let’s be grateful for what we have every day of our lives.