| Opportunities in a Challenging Environment | | | | corporate sponsors, and to re-kindle their commitment |
| The economy, unemployment and overall consumer | | | | to the relevance, importance and needs of the |
| and corporate confidence have clearly been damaging | | | | organization. |
| to the nonprofit industry. A new study by Giving USA | | | | This is a unique opportunity, with the potential for a |
| Foundation shows that charitable giving fell last year by | | | | yearlong marketing program that, done properly, sets |
| the largest percentage in five decades. | | | | the stage for your fundraisers, strengthens your longer |
| While individuals and institutions gave nearly $308 billion | | | | term brand image and improves the organization's ROI. |
| in pledges during 2008 - a healthy commitment by any | | | | For-profit organizations, both large and small, have long |
| standard - it nonetheless represents a decline of over | | | | recognized the importance of company anniversary |
| $6 billion from 2007, or 5.7% on an inflation adjusted | | | | marketing because it isn't just the latest advertising, |
| basis. While the real decline started in the Fall of 2008, | | | | public relations, direct mail, internet or event program. |
| this year isn't shaping up to be much better. What can | | | | Rather, it is a unique chance for an organization to link |
| a nonprofit do to begin turning this around? | | | | the strength of its past to its plans for the future. For |
| The Importance of Branding | | | | nonprofit organizations this story can be especially |
| Some nonprofits have understood the importance of | | | | important among new members, volunteers and |
| branding their organizations, but most give it only "lip | | | | donors. |
| service" while continuing to put pressure on their | | | | And, importantly, anniversaries do not need to be |
| fundraisers to produce even more. Now, an important | | | | celebrated in multiples of 25 years. Your 33rd can be |
| new study from Cone, LLC and Intangible Business | | | | as powerful as your 75th. |
| quantifies the leverage that a stronger brand could | | | | Planning for an anniversary marketing program should |
| provide. | | | | begin well in advance of the anniversary year. As you |
| The study ranks the top 100 U.S. nonprofit brands | | | | begin to develop your strategic plans and budgets, you |
| among organizations providing social, environmental | | | | also should audit your resources and perhaps conduct |
| and animal related services. Historically, while many | | | | research to determine what your stakeholders really |
| surveys have analyzed the financial side of nonprofits | | | | think. This research also can provide a benchmark |
| and many have looked at image and awareness data, | | | | against which to measure your progress and ROI at |
| this new study puts both sets of information together | | | | the conclusion of your program. |
| and presents a Power Brand Rank. Comparing a | | | | A theme and logo are essential. You should also |
| brand's "revenue rank" with its "image rank" points to a | | | | consider a historical book, or CD, newsletters, direct |
| number of marketing implications: | | | | mail, multiple events and the internet to communicate |
| - A high "revenue rank" coupled with a low "image | | | | your story. Advertising and public relations may also |
| rank" suggests the potential financial growth if the | | | | play a part. All of these tactics require coordination and |
| image rankings were strengthened; | | | | integration with your overall strategy, mission and vision |
| - Similarly, leveraging a strong brand image asset | | | | statements. |
| should lead to incremental financial rewards. | | | | Further, you should consider hiring an outside consulting |
| The question then becomes, what's the best approach | | | | group. Not only will they bring "fresh eyes" to your |
| for a nonprofit to take to build brand awareness and | | | | situation, but they will have the experience and ability to |
| image. (It should be noted that while this study did not | | | | coordinate all of the facets of your program, |
| include universities, civic or cultural institutions, there is | | | | something that your staff or volunteers may not have |
| no reason to believe the conclusions regarding the | | | | the time or expertise to do. |
| importance of branding would differ for these | | | | Today's marketplace is uncertain, distrustful and, |
| organizations.) | | | | frankly, afraid of the future. When you celebrate your |
| Nonprofit Anniversary Marketing | | | | historical success, and position yourself for a vibrant |
| The anniversary of your nonprofit's founding is an ideal | | | | future, you reassure people about your staying power |
| opportunity to galvanize your employees, board | | | | and relevance. Ironically, the current environment |
| members, donors, foundations, government and | | | | couldn't present a stronger marketing opportunity. |