The Best Nonprofits
by Jessica High

A report was just recently released on the top nonprofit brands. The YMCA, Salvation Army, and United Way were the top three organizations. The Cone Nonprofit Power Brand 100 report offers an analysis of 100  nonprofits whose brands are memorable.

Why is the concept of having a memorable brand important though? A brand is what gives people their initial perception of your organization. For instance, if someone mentions the Salvation Army, the first thing I am going to think of is the bell-ringers at Christmas time and the good feelings associated with giving to help those less fortunate. These ideas come because of all Salvation Army has done to promote their cause and their stories, both of success and of the hurting. Having a strong brand can determine the impact and endurance of your organization.

So how do you define your brand? Larry Checco, a consultant for nonprofits, suggests five simple steps:

1)      “Conduct a SWOT analysis”—SWOT stands for
 Strength- what does your organization do best? What makes you stand out from competition? How do you want to be remembered?
Weaknesses- What areas are hard for you to explain to people not in your field? How effective are your participants in promoting your organization? How well does your board understand your brand?
Opportunities- Have you identified a market for your services? What opportunities can you find in the current economic situation?
Threats- What are outside factors that could hinder you from developing a brand? Who is your competition? What do you know about your competition

These questions should not just be answered by one person. Instead, include people from every level in your organization and even friends outside. You need a variety of perspectives in order to have a complete analysis.

2)      Once you have completed this analysis, review the compiled information—“What have you learned about who you are, what you do, how you do it, and why anyone should care?” Checco asks.

3)      Learn how to best reach your audience—You may have great stories or interesting facts and figures, but they may not be what your audience wants to hear. You have to know your audience in order to connect with them. Look carefully through your contact lists and consider the various approaches you will need.

4)      Create a “messaging package”—Checco defines this as, “a compilation of the core messages you want your brand to convey. Its purpose is to help you stay on message whenever you communicate information about your organization.”

5)      Have a group review this message—Just as you started analyzing your organization, you need this message reviewed. It is critical that you come out strong. This message is the deciding factor of whether people will act or not. Checco says, “make sure that words or messages you have picked mean what you think they mean to your audience. Unless you want a nasty surprise later, test your messages.”

Want to read more? Checco’s book Branding for Nonprofits is available at many stores.

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