Branding isn't just the responsibility of your company's marketing department. Everyone, at all levels of the organization - especially nonprofits, need an understanding of branding and how it impacts business.
Bill McKendry, co-founder and Chief Creative Officer of DOMOREGOOD , a strategic and creative brand-building firm that is committed to helping organizations make a positive impact on the world around them, shared his 14 branding principles to help you make the leap from doing good to doing more good.
39. “There is a relationship
between failing to
invest in fundraising
and a failing to meet
goals. Simply put, it
takes money to raise
money.”
The Nonprofit Research Collaborative
Executive Summary, 2012 Fundraising Survey
41. Amount of Choices
“More than ever, people (donors,
volunteers and board members)
have increasing options and
less time to make choices.”
Amount of Time
Seth Godin, The Purple Cow
48. • What does your location or even reception area
say about your brand?
• When someone calls or stops by, how are they
treated?
• When volunteers/staff email, leave voice mails or
answer the phone, how do they come across?
• What kind of cars do your key contacts drive?
How do they dress?
• How do your volunteers/staff/leaders/board talk?
50. • A brand looks at every piece of communications
as an opportunity to make a positive impression.
• A brand looks to hire staff and recruit volunteers
that matches their brand personality.
• A brand focuses on donor desires, needs wants.
• A brand understands that organizational
behavior and experiences greatly influence
marketing success.
• A brand looks at every major decision through
the filter of how it impacts their brand.
52. • 90% of all media interactions are screen based
(smartphone, PC, tablet & TV)
• Only 10% of all media interactions are non-screen
based (radio, newspaper, magazine, direct mail)
• 98% of us move between multiple screens /
devices a day
• 50% of all media consumption is peer-to-peer
53. A Four Screen Day:
6:45 AM - Home: Television
7:30 AM - Commute: Radio + Smartphone
8:00 AM - Work Day: PC + Smartphone
5:30 PM - Commute: Radio + Smartphone
Evenings - Smartphone + PC + Television + Tablet