{"id":11810,"date":"2022-10-04T16:23:12","date_gmt":"2022-10-04T20:23:12","guid":{"rendered":"https:\/\/newpirdev.wpengine.com\/for-orgs\/learning-center\/resources\/marketing-for-nonprofit-organizations-top-21-strategies-2\/"},"modified":"2024-06-28T00:46:14","modified_gmt":"2024-06-28T04:46:14","slug":"marketing-for-nonprofit-organizations-top-21-strategies-2","status":"publish","type":"learning-center","link":"https:\/\/pir.org\/for-orgs\/learning-center\/resources\/marketing-for-nonprofit-organizations-top-21-strategies-2\/","title":{"rendered":"Marketing for Nonprofit Organizations: Top 21 Strategies"},"content":{"rendered":"

By Julia Sellers, Community Boost<\/em><\/span><\/p>\n

This article is part 1 of an 6-part series called “Digital Marketing Toolkit for Mission-Driven Organizations”. These articles originated from and were previously published by Community Boost<\/a><\/strong>,\u00a0a digital marketing agency that works with nonprofits of all sizes and sectors to accelerate and scale online revenue and impact.<\/i><\/em><\/span><\/p>\n

According to an <\/span>article<\/strong><\/span><\/a> by Nathalie Kylander and Christopher Stone in the Stanford Social Innovation Review, <\/span>www.ssir.org<\/a><\/strong>, \u201c<\/span>A brand is more than a visual identity: the name, logo, and graphic design used by an organization. A brand is a psychological construct held in the minds of all those aware of the branded product, person, organization, or movement.\u201d<\/span> In order for non-profits and good-for-the-world companies to inspire, engage, and drive donations, a solid branding strategy is essential.\u00a0<\/span><\/p>\n

It is possible to build a recognizable and impactful non-profit brand. Think about <\/span>AARP<\/a>, UNICEF<\/a><\/strong> or the <\/span>World Wildlife Foundation<\/strong><\/span><\/a>.\u00a0<\/span><\/p>\n

Still, there may be internal challenges regarding time, energy, and resources on branding.\u00a0 Yet statistics show that building a solid and recognizable non-profit brand can have enormous pay offs.<\/span> The <\/span>Harvard Business Review<\/a><\/strong>, <\/span>www.hbr.org<\/a><\/strong>, noted an increasing number of high-profile non-profits have created\u00a0 brands that are worth billions of dollars. The work your organization puts into branding is well worth it.<\/span><\/p>\n

\u00a0\u201c<\/span>In the for-profit world, marketing professionals talk of creating \u2018a total brand experience.\u2019\u00a0In the nonprofit world, executives talk more about their \u2018global identity\u2019 and the \u2018what and why\u2019 of their organizations. But the point in both cases is to take branding far beyond the logo,\u201d say Kylander and Stone.\u00a0<\/span><\/p>\n

This is not to say a good logo is unimportant. In fact, <\/span>a good logo can say everything without saying a word<\/strong><\/span><\/a>, so choose wisely. Think carefully about colors, typeface and images, and how they reflect your organization.<\/span> Vet the logo with trusted members of your board, team, and prospective audience, if possible. To land on the right one, and take your brand above and beyond it, it\u2019s important to first 1) clarify your mission and vision, 2) streamline your story, and 3) make it personal.<\/span><\/p>\n