1. Branding by
Can Fight fo
by ANDREA NADDAFF s budgets tighfen and nonprofits everywhere feel the pain of declining
competition for philanthropic donations from mdividuals and corporations,
Andrea Naddaff is a dollars increases, raising design for the sake of design can't be tolerated.
partner and vice president
awareness and visibiiity are Good design in branding can and should thrive, as
of new business development
atWatertown, Mass., USA-based more important, and more long as it combines serious business practices
Corey McPhefson Nash, challenging, than ever. To with innovation and vision—and, most
an integrated branding and meet these demands, importantly, is continually seeking to meet the
design firm with a rich history
branding has emerged as an essential tool for the needs of the end user.
in higher edncalion
marketing and branding. nonprofit organization. Savvy nonprofit organizations are combining
She can be reached at An equation of both the physical (name, innovation in design with seriousness about their
anaddaff@carey.com.
tagline, logo, color) and the mental (attributes, mission. For tbe near term, nonprofits are hoping
personality), brandmg must extend across all that the money and time put into branding and
customer/audience touch points. When the public design will increase donations and attention,
hears about the organization in the news, sees an helping to move their particular cause forward.
advertisement, goes to the foundation's web site The fear is that if they do nothing, they're taking
or notes that it is a cosponsor of an event, it expects an even bigger risk of losing mindshare in a
a message consistent with the overall brand. competitive marketplace.
When thinkmg about branding in the nonprofit Good design, whether it's manifest in an
world, it's the "visual," the "feeling" and the intuitive web site or an effective mailer, enhances
II "remembrance" of an organization that are
important. For nonprofits, these factors influence
the customer experience and serves as an
extension of the nonprofifs overall brand. Bad
the look of the organization (What do people design, however unintentional, can seriously
visualize when they think about breast cancer? undermine a brand promise and in the worst-case
The pink ribbon); the appeal of the cause (What scenario result in lost donors.
are the organization's core messages? Who does it Organizations both large and small have used
support?); and the reputation of the organization design, as an extension of good branding, to help
(Does it live the brand?). increase awareness of their groups and fheir cause
A solid brand image and brand experience donations.
strengthen an organization both internally, from a
volunteer and donor perspective, and externally. VISUAL IDENTITY VITAL FOR NONPROFITS
Good branding should translate into good design, Logos are often the most visual, most used and
because, often, it's the organization's logo, brochure most recognized form of branding, followed by a
or web site that are noticed and remembered, company's taglme. Creating a design that
encompasses the look, feel and reputation of an
THE IMPACT OF GOOD DESIGN organization is hard to do, especially since the
In today's global marketplace, customers expect logo needs to transcend paper and have an
best-of-breed design and services. But as Internet presence.
Because everyone everywhere has access to all
Illllllllllllllll Illlllllll
« Good design in branding can and should thrive,
types of charitable organizations, logo design is
crucial when trying to break through the clutter
of other nonprofits fighting for the same airtime
and donations.
Habitat for Humanity International is a
nonprofit, nondenominational Christian
organization, building houses in more than 92
as long as it comhines serious business practices countries. Playing off the organization's mission to
with innovation and vision—and, invite people of all backgrounds, races and
religions to build houses together in partnership
most importantly, is continually seeking with families in need, the organization's logo
to meet the needs of the end user. » depicts two people holding hands to form a house.
This strong visual directly correlates with Habitat

2. Design
Dollars With a Strong Visual Prese
II nil iiiiiiiiiiiiiiiiii

3. NPROFITS: THE FIVE P's
Nonprofit organizations require a much Children International, which gives desperate > PERSONALITY. What is the voice and
softer sales touch than their business world children hope for a brighter future? attitude of the organization? If your charity
counterparts, and finding that right approach > PROMISE. Communicate the benefits and provides food and shelter for children, your
can make branding difficult. When pulling true attributes of an organization. For instance, branding should nurture and reflect
together any branding campaign, whether for the Red Cross is the global leader in human warmth.
profit or nonprofit purposes, there are five Ps aid, as spelled out in the tagline, "Together, > PERMANENCE. Permanence speaks to the
to keep in mind: positron, promise, we can save a life." This is the brand promise. enduring qualities of the brand. In the case
permission, personality and permanence. > PERMISSION. Permission refers to the of Habitat for Humanity, after hardship is
> POSITION. An organization's position do's and don'ts of an organization. For relieved and homes are built, what is the
refers to what is unique about it. What does instance, a hospital's brand should not have long-standing quality of the organization?
your specific charity offer that is different? a harsh or aggressive tone. Instead, it should What driving cause will always be there and
Are you focused on a specific cause like display warmth, sympathy and hospitality. remain unchanged?
for Humanity's mission and nonprofit goals. The by Paul Revere in his ride to warn colonists of the
Illllll logo depicts warmth, courage and togetherness-
core values of the organization.
coming British invasion.
To draw visitors, the museum sought a logo
design that would harness its rich American
history. Using design to emphasize its brand, the
Habitat for museum decided to play off Paul Revere's lantern.
Humanity® The museum's literature, web site (www.concord
museum.org) and stationery incorporate a visual
play on the Concord Museum's initials and an
The city of Concord. Mass., USA, is rich in elegant, yet modern, rendering of the lantern. The
historical association and is renowned as the site
of the battle that began the American Revolution.
The Concord Museum serves as a gateway for all
generations to explore the roots of American
CONCORD
history. The most significant piece in the MUSEUM
museum's collection is the lantern made famous
logo, combined with a classical typeface, speaks
to the museum's historical and contemporary works.
A cheerful sun logo against a bright blue sky
greets visitors to the UK-based Help the Aged web
site. The organization says it is committed to
addressing the issues that matter to older people
Cym/ony and posts five main priorities; combating poverty.
A cookie cutter
measurement solution
would work
...if your
communications strategy
were made out of cookies. reducing isolation, defeating ageism, challenging
poor care standards and building understanding
through research into aging. Help the Aged's
sunny logo provides a sense of warmth and
hospitality—values essential to its brand.
Custom Media Measurement Solutions THE TEST OF TIME
Organizational branding requires tracking closely
www.cymfony.com info@cymfony.com | 617.630.9114 with changing times and trends. Here are just a
few examples of organizations that have created

4. brands and kept them "in tune" with their mission FULL STRENGTH ON THE WEB
and overarching messages. The Internet has allowed nonprofit organizations
NONPROFIT
The Red Cross is a global organization that has to have global reach. No longer are donors and BRANDING
ieveraged the art of branding and design. Committed volunteers limited to the boundaries of their state RESOURCES
to saving lives and easing suffering, this diverse or country. The Internet enables those interested
organization serves humanity by providing relief to in a cause to seek out charitable businesses that READING
victims of disaster, both locally and globally. are close to their hearts. This "no-borders" > "The Worldwide Fundraiser's
The international symbol of the red cross—five environment is wonderful for increasing awareness Handbook: The Resource
red, equal-sized squares—is recognized by and donors, but can be challenging when trying to Mobilisation Guide for NGOs and
millions of people worldwide. The symbol is the maintain a brand. Community Organisations" by
An organization's online presence needs to Michael Norton in association with
complement its offline presence. Web site visitors The Resource Alliance, 2 0 0 3 . .^
American should be able to relate to and feel the strength of (www.resource-alliance.org}
Red Cross the organization. They need to be able to sense
the warmth, the community and the dedication to
> "Destining Brand Identity:.
A Complete Guide to Creatin
the cause. Aligning branding and design in this Building, and Maintaining
environment is crucial for long-term brand identity. Strong Brands" by Alina
reverse of the Swiss flag, as the movement was One organization that has leveraged the web to R. Wheeler, Wiley, 2003.
founded by Swiss businessman Henry Dunant. enhance its communication with donors, > "United We Brand" by
Although the red cross is not a religious symbol, volunteers and the public is Oxfam America, The Mike Moser, Harvard Businea
m some Islamic countries a red crescent is used nonprofit is dedicated to finding long-term
c
Press, 2003.
instead. And the Magen solutions to poverty, hunger and social injustice > The Nonprofit Times, the
David Adom, or Red Shield around the world. leading business publication
of David, is used in Israel. Oxfam America uses good design on its web for nonprofit management
Another symbol that site to promote its brand, increase awareness of (www.nptimes.com). ;
quickly gained recognition the group's mission, assist with fundraising goals
around the world is the red and build a platform to support the ORGANIZATIONS
ribbon of The Joint United organization's growing online community, A mix > Paving Pathways
Nations Programme on HIV/AIDS, UNAIDS. This of professional and amateur photography from (www. pa vi ngpath ways.oi^)
group is the main advocate for global action on field sites is used to illustrate the power of > Abbey Solutions (UK) Ltd.
the epidemic, and it has taken steps to establish a Oxfam America's programs in action. The web (www.abbeysolutions.co.uk)
long-lasting brand, site also leverages Oxfam America's traditional > Alliance for Women's Equality
Britain's Prince of Wales founded The Prince's offline brand, including the organization's logo, (www. womenseq ua I ity.org)
Trust in 1976, After completing his duty in the color palette and typeface, providing visitors with
Royal Navy, His Royal Highness became dedicated the same continuity and brand recognition online
to improving the lives of disadvantaged young as they see in print,
BRANDING FOR LIFE
Whether regional or global in scope, a nonprofit
mill
W
Joint Uniled Nations Programme on HIV/AIDS
organization's calling card depends on good
branding. Successful branding marries the mission
of an organization with strong design to ensure it's
noticed and remembered, breaking through the
clutter of a competitive marketplace. By reflecting
the elements at the core of an organization, branding
can help create a sense of community, an urgency
« An organization's
online presence needs
to compliment its
offline presence. Web site
UNAIDS
UNHCR-UNICEF-WFP-UMDP'UNFPA
to give and a lifeline for continuous giving.
For U.S.-based nonprofits, creative branding
may be easier to achieve because many are
visitors should be able
to relate to and feel
UNODC-ILO-UNESCO-WHO'WORLD BANK independently managed. In other countries, where the strength of
governments manage most nonprofits, branding
can still play a critical role in viability. The end the organization.»
people in the UK, and founded The Prince's Trust game is always about bringing in more volunteers,
to deliver on that commitment. Over time, it has donors and resources, and thoughtful branding
become the UK's leading youth charity, offering a can help nonprofits succeed, BI!)
range of opportunities including training, personal
development, business start-up support,
mentoring and advice. Playing off its founder's
royalty, this organization embraced a crown image
for Its branding that is synonymous with quality
and the highest ideals.