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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. These are just a few of the big brands that engage millions in efforts to address some aspect of poverty at the global level. But at the local level, a lack of strong branding means small grassroots groups don’t get the credit they deserve for being the world’s frontline soldiers in the struggle against poverty. 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. How to Write about Africa :-) This article was originally published in Granta 92. Always use the word ‘Africa’ or ‘Darkness’ or ‘Safari’ in your title. Subtitles may include the words ‘Zanzibar’, ‘Masai’, ‘Zulu’, ‘Zambezi’, ‘Congo’, ‘Nile’, ‘Big’, ‘Sky’, ‘Shadow’, ‘Drum’, ‘Sun’ or ‘Bygone’. Also useful are words such as ‘Guerrillas’, ‘Timeless’, ‘Primordial’ and ‘Tribal’.

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. I’ve heard this statement and others like it many times. It points out the bankruptcy that lies at the heart of so many charity branding efforts. According to some, communication standards that hurt fundraising effectiveness but make people inside the organisation feel good are perfectly fine.

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” Do aid campaigns skew the debate? A new report on attitudes to aid throws down a challenge to policymakers and campaigners in the way they communicate with the public on international development. The report from the Overseas Development Institute (ODI) and the Institute for Public Policy Research said its findings support recent opinion polls showing a drop in support for increased aid spending in austerity Britain. This erosion of public support may explain the coalition government's reluctance to enshrine in law an election pledge to spend 0.7% of its national income on international aid. Originally to be passed into law by 2013 under the terms of the coalition agreement, the pledge has been pushed back to May 2015.

Branding Inside Out: a Best Practice Guide 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.

Our image of Africa is hopelessly obsolete 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. How Attitudes Form, Change Behavior What's your opinion on the death penalty? Which political party does a better job of running the country? Should prayer be allowed in schools? Should violence on television be regulated? Chances are that you probably have fairly strong opinions on these and similar questions. More than Publicity: Promoting NGOs in Social Media 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.

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.