Here is a summary of the outstanding research and revelations from several papers and presentations about the "Role of Brand" in the Nonprofit sector from an 18 month study through 2012 by the Hauser Center at Harvard.
Goals were to determine: the role of brand in creating simplicity, clarity, identity and alignment; campaigns and movements as brands; the use of brand as a decision making tool; and brands within partnerships and at different points in an organization’s life-cycle.
The first and most controversial conclusion is that the concept of "Brand" is not and should be understood and embraced by Nonprofits. Brand Marketing is embedded at the center of everything ...not just external communications.
Simplicity is the goal - for reference, see this Fast Company DESIGN report on the top 10 simpleist brands like Google, Ikea, Apple, and Subway.
Four principles capture a Nonprofit's Brand I.D.E.A.
Integrity – Alignment between mission, identity, and image
Democracy - Define and trust others to define and communicate the Brand
Ethics – Deployment of Branding defines the core values of the organization
Affinity – Attracts partners and shares credit and space
Funders should only be referred to as Partners for making a difference. The Nonprofit should not be selling... negotiating...proving. The relationship is not a sales Transaction... it is collaboration on motivating and inspiring and providing vehicles to make a difference.
It is important to train and inspire every employee/volunteer to be more comfortable
representing/pitching the brand. Two items to keep in mind:
- Empower their own individual brand using New Media and all Media.
- Empower their own individual brand using New Media and all Media.
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Don't control messages - yes, have guidelines/templates - but trust
them.
Below is a video excerpt from the one hour video presentation on Breaking Down Barriers: Using Brand and Fundraising to Build Collaboration and Partnerships.
Jennifer McCrae nails her view on "Exponential Fundraising" in an 8 minute excerpt below... where ineffective funder/charity relationships are unfortunately money-centered and asymmetrical, built on expectations, needs, and external circumstances, ... and should shift to agreements built on mutual accountability, collaboration and internal growth.
BONUS Links - for our discussion:
- 50 Wealthiest Bostonians
- BBJ's Philanthropy articles
- How to engage younger donors with "Inbound Marketing"
Tech-related giving info:
- Tech Gives Back (2100 event)
- Below Boston College study on ...
High-Tech Philanthropy
