With trustworthiness being called into question, a nonprofit’s brand is more meaningful now than ever before. How can you ensure that your nonprofit organization has the staying power to weather the storm? Consider these three components that comprise a strong brand.
Differentiation
With 1.5 million nonprofit organizations competing for funding in the United States, the public has a difficult time distinguishing between many organizations that do similar work. Clearly conveying the unique attributes of your entity is essential to your fundraising and membership success.
Credibility
As a branding firm, we are big proponents of creating a professional identity for your organization. However, this needs to be grounded in the reality of what you can deliver. Whether it is in research, advocacy or providing services, to be believable, your message needs to address the capabilities and experience you have in delivering results, and your visual identity needs to convey your true values.
Authenticity
Successful organizations acknowledge challenges that exist and speak from a point of view that respects their audience. People are more motivated when they can sympathize with concerns that they can relate with, rather than generalizations about larger issues. Be sure that your message conveys the heartfelt passion that you bring to your mission while recognizing realities that confront you and your constituents in addressing the issues.
WAKE UP CALL: Does your organization clearly differentiate itself, make credible claims, and speak with authenticity?
Tags: authenticity, brand, credibility, differentiation, NONPROFIT, Nonprofit Branding
