The benefits of non-profit brands

Branding is synonymous with logo images for people who are unfamiliar. However, the brand is more than just a sign. So what is a brand? "Brands give products and services the power of brands" [Kotler & Keller, 2015]. It is clear from this definition that brands are more than just logos, websites or brochures.

In the past, non-profit organizations adopted the concept of brand promotion, mainly for fundraising. Today, branding has gone beyond fundraising and offers the following benefits:

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establish trust

An effective brand strategy can convey the impact of non-profit work and generate trust. By sharing their activities and progress, people are beginning to realize the role that nonprofits play in them. community. With the trust they gain, non-profit organizations can easily get support for them. cause.

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Promotion / expansion of support base

Once people become aware of non-profit work, they are more likely to be associated with their "non-profit" work. brand. As a result, they have not only become loyal supporters of non-profit organizations, but they have also become loyal supporters of non-profit organizations. Advocate. This can serve non-profit organizations in a variety of ways. For example, success stories shared on non-profit social media pages can be re-published by loyal followers and shared with their friends. These activities have the ability to expand the foundation of non-profit support because a wider audience can be achieved through shared behavior.

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Increase funding opportunities

A strong brand has increased the success rate of non-profit organizations. Funding efforts. Collaboration with funders and stakeholders is made easier by creating a positive brand image.

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Promote the formation of partnerships

Strong brands make it easier for non-profit organizations to build meaningful partnerships. The ability to work with other organizations gives non-profit capabilities to implement projects with a broader scope/scope. This in turn creates good perceptions for non-profit organizations and affects their non-profitability. Fundraising potential.

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Reflecting the identity of non-profit organizations

According to Nathalie Kylander and Christopher Stone [Spring 2012 blog], "The brand symbolizes the identity of the organization and includes its mission, values ​​and unique activities". In essence, well-planned and executed brand image will convey the ideals of non-profit organizations to their "non-profit organizations". An effective way for constituents and the public. It will help to reflect the unique value proposition of non-profit organizations while distinguishing them from other entities.

As a result, its members and the public will be able to familiarize themselves with the vision of non-profit organizations while tracking the situation of their non-profit organizations. achievement. Therefore, the process of developing relationships with supporters [such as volunteers] and sympathizers ensures the relationship of their supporters. The status will be greatly improved.

Non-profit organizations must develop a well-organized and consistent brand because it generates trust in it. The audience, expanding its "' support base, increased its "funding opportunities" and promoted its ability to build partnerships and reflect its identity.

references:

Kotler & Keller: Marketing Management [2015], American Marketing Association [AMA]

Nathalie Kylander and Christopher Stone [Spring 2012]. The role of brands in the non-profit sector [Blogpost]. From https://ssir.org/articles/entry/the_role_of_brand_in_the_nonprofit_sector#bio-footer

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