Non profit branding strategies
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This document discusses branding strategies for non-profit charities. It notes that non-profits have limited resources but committed employees and donors expect ethical fund management. It recommends that branding should align with the organization's mission and leadership should define goals for 1, 2, and 3 years. Suggested branding choices include corporate fundraisers, partner events, newsletters, PR if possible, government communication, employee events, innovative products, and scorecards linking branding to employee performance. Non-profits can also use free online toolkits and develop internal branding protocols.
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Non profit branding strategies
- 1. Branding for a Non-Profit Charity Sandeep Kulshrestha
- 2. The context Organisation associated with a cause Limited Resources Committed Employees Ethical expectations in Fund Management by donors Management commitment
- 3. 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”
- 4. 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
- 5. For resources, tips and more, write to sankulsh@boxbe.com