Sandeep Kulshrestha Branding for a Non-Profit Charity
Sandeep Kulshrestha
Branding for a Non-Profit CharityBranding for a Non-Profit Charity
The context
Organisation associated with a cause Limited Resources Committed Employees Ethical expectations in Fund Management by donors Management commitment
Strategic Direction
Branding should be in alignment with the mission, vision and values of an organisation, with overall direction of top management.
Question to be asked is “what does this brand stands for” and “From where we are now to what will we be after one year, two years and three years”
The choices
Corporate Fundraisers Organising Events/road shows in collaboration with partnering
organisations Regular Newsletters to all donors (including individuals/institutions) Public Relations (if resources permit, hire a PR Agency for media
relations, coverage in national/international press, roping in celebrities, coverage on radio/tv etc)
Regular communication with Government authorities Fun events with the employees. Let all be part of branding and
communicating Innovative products which can be sold through specific shops, for fund
raising Development of a Balanced Scorecard where branding is linked with all
employees’ KRA (with variations, of course!) Usage of free toolkits available on sites like civicus.org and also to
develop internal protocols
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