What kind of people do your prospects want to be?
The key to successful branding for nonprofits is first answering that question and then showing your prospects and donors how giving to your organization will help them become that person.
We all have ideals for ourselves. In fact, every decision we make, small or big, reflects the way we perceive ourselves within the world. We also make decisions based on who we want to become, or how we want others to perceive us. For example, I drive a Dodge Stratus but I want to drive a Subaru Forester. Why? Yes it has all-wheel-drive, is a safe family vehicle and gets good gas mileage– but that’s only part of my motivation. In reality there are hundreds of models out there that fit this criteria. The emotional, or primal reason I want a Subaru is because I can relate to the Subaru brand. I value art, enjoy the outdoors and am not interested in a buying a vehicle that won’t last me 10+ years. Also, I can relate to real people who drive Subarus. In fact, my best friend has one.
Donors give because they want to be part of something bigger. Because it gives them an identity and affirms their values.
Think about the last time you made a gift. How did it make you feel? Why did you feel that way? How about the last time you saw your name in an annual report? It feels GOOD to be part of a meaningful movement.
I’m currently reading the book, “Primal Branding” by Patrick Hanlon. In it, he identifies some of the most popular brands in our culture, including charity efforts and celebrity icons like Oprah. He makes the case that we buy a product (or watch a TV show) not because someone tells us it works well or tastes good, but because we identify with it on a deeper level.
When considering branding (or re-branding) your nonprofit, remember that making a compelling case for your organization isn’t enough. The same principle that applies to for-profit business like Starbucks applies to your brand. Gen Y’ers connect with Apple because it has positioned itself as hip, sleek and the “right kind” of nerdy.
Lesson? Get to know your audience (future prospects). You can stay true to your cause while also developing a brand that embodies your donors’ aspirations. Why not find a way to connect supporters (or potential supporters) to one another too? Perhaps as part of an affinity group or as volunteers for your organization!
Set your organization apart in people’s minds by keeping your audience front and center. Period.
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