Transcript
1
www.makewavesnotnoise.com 1
Branding for Nonprofits
Bonnie McEwanPresident
MAKE WAVES
2
www.makewavesnotnoise.com 2
What Is a Brand, Anyway?
3
www.makewavesnotnoise.com 3
SYMBOLS
4
www.makewavesnotnoise.com 4
Can you tell from the symbol alone whose brand this is?
5
www.makewavesnotnoise.com 5
Full logo
6
www.makewavesnotnoise.com 6
How about this one?
7
www.makewavesnotnoise.com 7
Girl Scouts logo and name
8
www.makewavesnotnoise.com 8
9
www.makewavesnotnoise.com 9
Harley Davidson logo full
10
www.makewavesnotnoise.com 10
11
www.makewavesnotnoise.com 11
Planned Parenthood Federation of America
12
www.makewavesnotnoise.com 12
13
www.makewavesnotnoise.com 13
14
www.makewavesnotnoise.com 14
15
www.makewavesnotnoise.com 15
16
www.makewavesnotnoise.com 16
17
www.makewavesnotnoise.com 17
18
www.makewavesnotnoise.com 18
19
www.makewavesnotnoise.com 19
20
www.makewavesnotnoise.com 20
SLOGANS
Some nonprofits are known more for their slogans than for theirlogos.
21
www.makewavesnotnoise.com 21
A mind is a terriblething to waste.
22
www.makewavesnotnoise.com 22
Notice that the United Negro College Fund no longer spells out its fullname in its new logo. How effective is it to go by only initials? Acorporate example is KFC.
23
www.makewavesnotnoise.com 23
Inspiring all girls to beStrong, Smart, and Bold.
24
www.makewavesnotnoise.com 24
25
www.makewavesnotnoise.com 25
The positive place for kids.
26
www.makewavesnotnoise.com 26
Boys and Girls Club--Logo, slogo, Name
27
www.makewavesnotnoise.com 27
Have faith. End hunger.
28
www.makewavesnotnoise.com 28
The Christian imagery is subtle. The fish inside the slice of bread.Loaves and fishes.
29
www.makewavesnotnoise.com 29
Democracy in action.
30
www.makewavesnotnoise.com 30
31
www.makewavesnotnoise.com 31
PROGRAMS
Some nonprofits are well known through their programs.
32
www.makewavesnotnoise.com 32
Which organization runs anannual cookie sale?
33
www.makewavesnotnoise.com 33
Girl Scouts
34
www.makewavesnotnoise.com 34
Which organization holdsthe March for Babies?
35
www.makewavesnotnoise.com 35
36
www.makewavesnotnoise.com 36
Which organizationcoordinates the Race for the
Cure?
37
www.makewavesnotnoise.com 37
Note that the Susan G. Komen Foundation now uses the name of itsmain program in its logo.
38
www.makewavesnotnoise.com 38
What is the primaryorganization affiliated with
the AIDS walk?
39
www.makewavesnotnoise.com 39
It’s interesting to see how an organization’s name can become aliability as time passes. AIDS is no longer a gay-only issue (It neverwas.) And GMHC serves many more groups than gay men. The YMand YW Cas have a similar problem with the word “Christian.” Hereagain, they use initials only in order to avoid using the problematicword in their name. Is there a better solution?
40
www.makewavesnotnoise.com 40
Which foundation runs thetruth campaign?
41
www.makewavesnotnoise.com 41
American Legacy Foundation
42
www.makewavesnotnoise.com 42
BRAND EQUITY
Just as you build equity in a house, organizations invest in theirbrands over time. The cumulative equity is a brand connotes itsvalue.
43
www.makewavesnotnoise.com 43
Building Brand Value
• Recognition• Reputation• Customer Satisfaction
Key components of brand equity. The first two build up over time,often many years. The third must be earned in real time, every day,over and over again. It feeds reputation and recognition. Recognitionalone is not enough. Many people recognize Enron, for instance, butnot in a good way.
44
www.makewavesnotnoise.com 44
Mission Fulfillment
I always think of the Salvation Army as an organization that is ashining example of mission fulfillment. They don’t have a glitzy logoor a cool name. They just do their job helping people and they getgreat results. They seem to always put mission first.
45
www.makewavesnotnoise.com 45
Brand Challenges for NPOs
• Multiple Audiences• Maturity• Organization Culture• Name Changes• Changes in Operating Environment
Since nonprofits have many audiences -- donors, clients, families ofclients, government regulators, etc. -- it can be esp. difficult to buildstrong brand equity with all audience segments. Key issue -- Ourincome usually does not come from our primary customers (thepeople who directly benefit from our services).
46
www.makewavesnotnoise.com 46
Today’s Brand Environment
47
www.makewavesnotnoise.com 47
Nonprofit Numbers - 2007
• NYC: 25,000• NYS: 94,000• NJ: 39,000• CT: 19,000• US: 1.5 million
48
www.makewavesnotnoise.com 48
New Nonprofits - 2007
• 64,176 (IRS)
• $425 million just to create these($5,000 each)
There are more and more nonprofits every year. How many are trulytop performers? How many merely fragment the donor market andcreate needless competition? Do we really need all of theseorganizations?
49
www.makewavesnotnoise.com 49
Funding - 2006
$295 billion• 83% individual gifts ($245 billion)• 33% to religious groups• 8% are bequests
While $295B seems like a lot, much of it goes to churches,synagogues, temples. There is a small pie of foundation dollars.Corporate funding is tiny, yet we put a great deal of effort into courtingcorporate sector.
50
www.makewavesnotnoise.com 50
Media Marketplace
• Fractured• Crowded• Simplistic• Episodic v. Systemic• Celebrity dominated
And there is tremendous competition among nonprofits for attentionin the media, both traditional media and, increasingly, online media.Are we promoting our causes, or our organizations? How muchattention should go toward promoting our organization versus ourcause? How about results?
51
www.makewavesnotnoise.com 51
64,176 New Competitors
52
www.makewavesnotnoise.com 52
THE FOR-PROFIT MODEL
53
www.makewavesnotnoise.com 53
Tried & True Strategies
• Repetition, repetition, repetition(aka - ad campaign)
• Persuasion(aka - selling)
• Public Relations(aka - spin)
The for-profit model uses standard techniques. The reason for thisis that they work. But do they work as well for nonprofits?
54
www.makewavesnotnoise.com 54
Newer Techniques
• Social media, Web 2.0, etc.• Sector-focused media
(NYNP Press)• Media we control (web sites,
newsletters, videos)• Corporate partnerships &
promotions
The “new” media offer opportunities that traditional media does not,but this is not a panacea. Also, there are no “mediators” (editors) inthe blogosphere to help people (our audiences) filter and find theright info.
55
www.makewavesnotnoise.com 55
Common Denominator
COMPETITION
Bottom line -- the corporate, for-profit model is all about competition.That’s fine for them. Is it fine for us?
56
www.makewavesnotnoise.com 56
TOWARD A NONPROFITMODEL
57
www.makewavesnotnoise.com 57
Why Have Nonprofits?
• You provide services and productsthat for-profit entities will not.
• You provide private alternatives togovernment.
• You provide vehicles for thedevelopment of civil society.
There are reasons that the government allows tax exemptions fornonprofit organizations. We really are different. Maybe we shouldhave a different model of branding.
58
www.makewavesnotnoise.com 58
The Nature of the Beast
• Multiple audiences - donors,clients, regulators, volunteers, etc.
• Bottom line = social goods• Your competitors are also your
collaborators in achieving socialchange.
59
www.makewavesnotnoise.com 59
A Model of Our Own
• Brand collaboration overcompetition.
• Brand results in terms of changedlives.
• Minimize duplication, maximizeresources.
60
www.makewavesnotnoise.com 60
Can That Really Work?
• Yes, according to John Nash, 1994Nobel Laureate in Economics.
• A Beautiful Mind - his story• Nash Equilibrium: All players
benefit if information is open to alland mixed strategies are used.
Nash developed an economic concept that says all players in agroup (coalition) can win IF information is openly shared and IF thevarious players use a mix of strategies. This is part of game theory.This could translate to a coalition of nonprofit groups dividing up thework (each employing a different strategy to move a commonmission) and openly sharing information (all players have access toeach other’s research, for instance). Everyone wins becausetogether they get results.
61
www.makewavesnotnoise.com 61
Huh?
• Obama/Hillary: A zero-sum game.- Competitive model- Half of the voters “lose” and are
unhappy.- Results in a problem = How to bring
everyone together to achievecommon goal?
As opposed to a zero-sum game. Here’s a recent example that mostof us are familiar with.
62
www.makewavesnotnoise.com 62
What’s the Alternative?
• Nash Equilibrium says that wheninformation is open to all abalance will result in which allplayers achieve some individualgain (aka money).
• Bonus = More progress towardcommon goals (aka results).
63
www.makewavesnotnoise.com 63
COALITIONS
Here are some examples of nonprofits working together to getresults that help all. And one example of a group of for-profitsworking together to get sales and also to have an impact in makingsocial change.
64
www.makewavesnotnoise.com 64
Causes in Common
Causes in Commonis a coalition ofactivists from theLGBT Liberation andReproductive JusticeMovements thatwork togethertoward commongoals.
65
www.makewavesnotnoise.com 65
Causes in Common Coalition Partners
• Association ofReproductive HealthProfessionals
• Center for ReproductiveRights
• Community HIV/AIDSMobilization Project(CHAMP)
• Lambda Legal• National Gay & Lesbian
Task Force
• Planned ParenthoodFederation of America
• Pro-Choice PublicEducation Project
• The Center for Geneticsand Society
• Queers for EconomicJustice
• Empire State PrideAgenda
• Family Pride Coalition
66
www.makewavesnotnoise.com 66
Results
67
www.makewavesnotnoise.com 67
SmartTransportation.org
SmartTransportation.orgis a coalition ofnonprofits dedicated topromoting awarenessand the availability ofclean technology in thetransportation sector inthe U.S.
68
www.makewavesnotnoise.com 68
SmartTransportation.orgCoalition Partners
• Stopglobalwarming.org• American Lung Association of the City of New
York, Inc.• The New York League of Conservation Voters• National Resources Defense Council (NRDC)• Set America Free• The Sierra Club
69
www.makewavesnotnoise.com 69
Results
70
www.makewavesnotnoise.com 70
Divided We Fail
Divided We Fail isa coalitiondedicated toensuring thatAmericans haveaccess toaffordable, qualityhealth care andlong-term financialsecurity.
71
www.makewavesnotnoise.com 71
Divided We Fail Coalition Partners
• AARP• Business Roundtable• SEIU• National Federation of
Independent Businesses• American Psychological
Association• Disabled American
Veterans• Human Rights Campaign
• March of DimesFoundation
• MANA, A National LatinaOrganization
• National Council on Aging• United Jewish
Communities• Women’s Institute for a
Secure Retirement
How often do we see unions, businesses and progressive groupsworking together? This could be a breakthrough partnership and thepeople of the US could be the winners.
72
www.makewavesnotnoise.com 72
Results
73
www.makewavesnotnoise.com 73
Living Cities
Living Cities is aphilanthropic,corporate and publicsector partnershipestablished to bringopportunities and thepower of mainstreammarkets to urbanneighborhoods andresidents normally leftbehind.
74
www.makewavesnotnoise.com 74
Living Cities Coalition Partners
• AXA CommunityInvestment Program
• Deutsche Bank• Ford Foundation• Bill & Melinda Gates
Foundation• The Kresge Foundation
• The McKnight Foundation• MetLife, Inc.• Prudential Financial• The Rockefeller
Foundation• United States
Department of Housing& Urban Development
75
www.makewavesnotnoise.com 75
Results
76
www.makewavesnotnoise.com 76
PRODUCT(RED)
(RED) is a partnership oficonic brands that havecreated (PRODUCT)REDbranded products. Apercentage of each(PRODUCT)RED productsold is given to The GlobalFund, and the money helpswomen and childrenaffected by HIV/AIDS inAfrica
77
www.makewavesnotnoise.com 77
PRODUCT(RED) Sponsors
• Myspace.com• Motorola• American Express• GAP• Emporio Armani
• Converse• Apple• Hallmark• Dell• Microsoft
78
www.makewavesnotnoise.com 78
Results
This is the final slide.
top related