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The Role of Brand in the Nonprofit Sector

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

The Smallest Nonprofits Should Have The Most Powerful Brands (Product) Red. Charity:Water. Toms Shoes. There’s plenty of discussion and research about the growing role of branding for large nonprofits based in wealthy countries--see Harvard’s Hauser Center for the Study of Nonprofits or a long article in the Stanford Social Innovation Review from spring of 2012. "Some are unaware of the influence branding can have; others realize its potential but have insufficient means to make the transformation," says Glyn Vaughn, a British audiologist who founded All Ears Cambodia, a small organization in Cambodia that provides medical services to people with ear and hearing problems. "Large international organizations have stories about project X with a local partner that does this in country Y, implying that these are their children and their project but it’s really not," says Judith Madigan, CEO and co-founder of BrandOutLoud. The most important partnership a grassroots organization can strengthen with branding is with its own community.

Why Can't We Sell Charity Like We Sell Perfume? Finding Frames: New ways to engage Creative Advertisements for NGO Starvation Photography – The ethics of capturing human suffering 23/07/2011 at 9:22 am The famine in the Horn of Africa has revived the debate on the ethics of famine photography. Here are a few recent contributions: Article in the Irish Independent: “The truth behind the famine pictures that break your heart” “The over-simplified narrative of the Somali famine” Also of interest: “Imaging Others” – on how our thinking about other cultures has evolved, and has been reflected in photography. And now, read our Code of Conduct on Images & Messages. Read the Dóchas Code of Conduct on Images & Messages Thank you. More resources on Communicating Development and NGO Communications Like this: Like Loading... Entry filed under: Overseas aid.

mmercial-style branding does not work for charities Commercial-style branding can do bad things to your charity, says Jeff Brooks. “Our fundraising results have dropped since we put our new brand standards in place, but that’s OK because the new brand so brilliantly articulates who we are as an organisation.” – Charity marketing director. Don’t laugh. It points out the bankruptcy that lies at the heart of so many charity branding efforts. Almost every time a charity goes through a rebranding and creates a commercial-style brand for itself, fundraising revenue falls. Why would a discipline that’s specifically designed to make companies more distinct, likeable, memorable, and sales-worthy wreak so much damage in the charity world? Here’s how commercial-style branding works. In either case, the customer ends up having direct experience with the product. But the whole premise collapses when you apply that product-based logic to a charity. But look what happens when you bring the same thinking to a charity. To where? But it gets even worse.

Our image of Africa is hopelessly obsolete | Ian Birrell | Comment is free | The Observer The way it was: Bob Geldof in Ethiopia in 1985. Photograph: Rex Features Think of Ethiopia and what do you see. Perhaps a starving child, flies in her eyes and belly distended. Painfully thin adults in raggedy clothes, staring balefully at the camera in a fetid refugee camp. Or possibly a famous self-declared saviour from the west, striding purposefully past the decaying corpse of an animal beside a dusty road. Think again. Few countries symbolise the disconnect between outdated western perceptions of Africa and fast-changing realities on the ground better than Ethiopia, the continent's second most-populous nation, whose long-serving leader, Meles Zenawi, died last week. Last week, Africa was in the news over the shooting of striking miners in South Africa, a disturbing echo of the dark days of apartheid. Some dismiss this as just a consequence of the continent's rich resources at a time of rampant development in many parts of the globe.

Branding Inside Out: a Best Practice Guide | CharityComms Branding is a huge subject: when putting together CharityComms’ Branding Inside Out Best Practice Guide the hardest task was keeping it to a manageable length. Clocking in at 84 pages of invaluable information, advice, tips and wisdom, we think Branding Inside Out is a pretty comprehensive guide to everything you need to know about charity branding. But busy people – especially chief execs or trustees who struggle to see the value of investing in brand – don’t want the full intricacies of how to develop a successful brand. They want the basic facts that will help them understand what brand is, persuade them why it matters and convince them that getting brand right is the key to organisational success. So here, in a nutshell, are the nine things you really need to know about branding. 1) Brand is about perception, about trust, about personality and about impact Brand doesn’t start and end with a nice logo – it’s the impression a charity makes, and what people say, think and feel about you.

Communicating results The UN just recently finalized its “Quadrennial Comprehensive Policy Review of operational activities for development” which gives an overview of the priorities for operational reform of the UN’s Development work for the next 4 years. (Here’s a link, but as both a politically negotiated AND technical document it is not an easy read). One of the major developments called for in this resolution is the strengthening of results and results-based management. And who could object to that? But what for me is particularly interesting about the current resolution is that it not only talks about strengthening the systems for Results-Based Management – but also calls for the strengthening of HOW the UN communicates about what it does and the results it achieves. But what might we do actually do communicate better on results? It’s hard to communicate results if: So it’s important to plan to measure your programmes at the outset and put in place the systems to collect and analyze the data. 1. 2. 3.

More than Publicity: Promoting NGOs in Social Media | SCG Content 101 How Other Companies can Benefit from Successful NGO Campaigns Non-governmental organizations (NGOs) and charity groups may be different from businesses in their core level, but the two groups are the same when it comes to social media. Their social media goals are no different from each other. Both of them seek to connect with their target audience through social networking pages in Facebook and Twitter. It is more important, though, for NGOs to engage more with their followers. This is because they have limited resources which could not be touched often to finance publicity campaigns like other profitable groups do. More and more people are now going online and joining social networks. How do NGOs catch the attention of the online world and get support for their causes? 1. There are many types of content that circulates around the web: status videos, photos, videos and links. This impresses upon the need for NGOs to post more photos and videos, as both get the highest engagement rates.

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