The Role of Brand in the Nonprofit Sector
Many nonprofits continue to use their brands primarily as a fundraising tool, but a growing number of nonprofits are developing a broader and more strategic approach, managing their brands to create greater social impact and tighter organizational cohesion. Nonprofit brands are visible everywhere. Amnesty International, Habitat for Humanity, and World Wildlife Fund are some of the most widely recognized brands in the world, more trusted by the public than the best-known for-profit brands.1 Large nonprofits, such as the American Cancer Society and the American Red Cross, have detailed policies to manage the use of their names and logos, and even small nonprofits frequently experiment with putting their names on coffee cups, pens, and T-shirts. Branding in the nonprofit sector appears to be at an inflection point in its development. The Bill & Melinda Gates Foundation, for example, recently appointed Tom Scott as director of global brand and innovation. “We’re catalysts,” says Scott.
Related: NGO Communications