Nonproit Branding & Desiging for your Audience 3/19/2015

Meet & Learn

Presented by Tarah Ornelas

Brandingfor Nonprofits

3.19.15

• We have been working side by side with nonprofits like yours for 25 years.

• We help you shine and empower you to do what you do best:

PsPrint’s Commitment to You

• Build community

• Grow your nonprofit

• Make meaningful connections

• Make a lasting impression

• Save the world!

To capture the identity of the organization, encapsulating its mission, values, and distinctive activities.

The Goal of Branding

http://www.ssireview.org/articles/entry/the_role_of_brand_in_the_nonprofit_sector

“If you don’t know where you’re going and why you’re relevant, you don’t have a brand.”Pip Emery, The Bill & Melinda Gates Foundation

• Creates trust and an identity

• Builds credibility

• Provide more information

• Cross promote it via print, web and social

• Drives broad, long-term social goals

• Used as a tool for fundraising

Branding is Key

OnMarkMedia Twitter Platform

Mission Statement Vision StatementAbout

HOW you will get to where you want to be. Defines purpose and primary objectives related to your customer needs and team values.

WHERE you want to be. Communicates both the purpose and values of your business.

Focus

What do we do today? For whom do we do it? What is the benefit? Why are we different? In other words, Why we do what we do? What, For Whom and Why?

Where do we want to be going forward? When do we want to reach that stage? How do we want to do it?

Function

It lists the broad goals for which the organization is formed. Its prime function is internal; to define the key measure or measures of the organization's success and its prime audience is the leadership, team and stockholders.

It lists where you see yourself some years from now. It inspires you to give your best. It shapes your understanding of why you are working here.

Effective Statement

Purpose and values of the organization: Who are the organization's primary "clients" (stakeholders)? What are the responsibilities of the organization towards the clients?

Clarity and lack of ambiguity: Describing a bright future (hope); Memorable and engaging expression; realistic aspirations, achievable; alignment with organizational values and culture.

http://www.diffen.com/difference/Mission_Statement_vs_Vision_Statement

Brand Insistence

http://www.brandingstrategyinsider.com/2010/10/5-drivers-of-brand-insistence.html#.VQcjSOGAurY

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1. Stay classic

2. Match the branding to the company

3. Make sure it can’t be confused with other businesses 

4. Ensure it works on multiple platforms

5. Less is more

6. Stick to no more than two colors (not including black or white)

7. Pick a memorable name

8. Keep mottos under seven words

9. Choose warm or cool tones carefully

10.Put some of “you” in there

http://www.forbes.com/sites/johnrampton/2014/11/14/12-principles-of-great-brand-design/

10 Principles of a Great Brand

CORE VALUES COMPETENCY PERSONALITY IMAGE PROMISE

1) Strengths Character Personal Image Mission

2) Weaknesses Types of Employees Associations (be like who) Work Product

3) Opportunities Types of Clients Relationship Image Communications

4) Threats Mentors Brand Image Leadership

Customers come first, always

Exceeding Expectations

Clients count on us and we deliver

Passion for design

Designing for Your Audience

you

them

US

WIIFM?US

• Know your audience

• Stop thinking about what you need to succeed, focus on your client and your donor or volunteer separately

• Use different messaging for different groups

• How will your event or nonprofit help THEM?

Speak Their LanguageUS

• Connect with your clients on the same level

• Avoid the use of jargon

• Utilize typography to emote a look and feel that aligns with your mission

Color Me Pink?US

• Use colors that are in harmony with your mission

• Choose two main colors, and keep it simple

Images Tell Your StoryUS

We Can Help…

IDENTITY:• Business

cards

• Brochures

• Letterhead

• Envelopes

• Pocket Folders

We Can Help…

PROMOTION:• Banners

• Tickets

• Invitations

• Posters

• Stickers

• Table Tents

Nonprofit Success Story

http://www.first5alameda.org/

Research shows that a child's brain develops most dramatically during the first five years of life. To ensure that more children are born healthy andreach their full potential, First 5 supports a

comprehensive system of early childhood care that helps prepare kids for success in school and life.

Our VisionEvery child in Alameda County will have optimal health, development and wellbeing to reach his or her greatest potential.

Our MissionIn partnership with the community, we support a county-wide continuous prevention and early intervention system that promotes optimal health and development, narrows disparities and improves the lives of children 0 to 5 and their families.

Q & A

Thank you for attending!