Crowdfunding: Funding Innovation through Innovation in Funding – BGSE Thesis
Branding & design for non-profits
1. Branding
& for non-profits
A short talk by Sergio Gutiérrez for the
Northwestern University/Supplies For Dreams
non-profit leadership conference.
Kellogg School of Management Auditorium,
design...
Evanston, February 16th, 2013
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8. Because you
are in a
market and
haveOther non-profits are also aspiring
to a finite pool of resources:
competitors.
funding, talent, partners, media attention...
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10. A brand is the by-product
of a relationship between
your organization
and people. Brand
rg .
O
Relationship.
11. A brand is a portfolio
of meanings.
A gut reaction...
17. Brand management is the way that organizations have to
own a set of meanings in people's minds – positioning.
18. Brand management is the way that organizations have to
own a set of meanings in people's minds – positioning.
Organic?
20. Barack Mitt
Depending on the observer the gut reaction can be different.
21. Br Authentic
Mean what you say.
Can you deliver on your value
proposition?
Simple to identify qu
an alit
and understand.
Clear signs, clear value
proposition.
Engaging for your audiences –
the “cool factor.”
Multidimensional: stories,
partnership, messages,
d ies
visuals, actions...
Consistent.
A story. Easy to remember,
easy to re-tell.
22. Brand
communications
The brand Verbal identity
PR stories
Partnerships
is built Programs
Visual identity
Advertising
across all Speaking
Website
Volunteers
touchpoints engagements
Sponsors
Employees
and over time. Social
media
Leadership
The different manifestations of your organization
have to be consistent and "on-brand".
24. Building a brand
is more about
Saying "We are sustainable" vs.
being sustainable.
“behaving”
Your brand values should
inform your behavior.
than “saying.”
25. Brand strategy
aims at creating
the desired brand
associations in the minds
and hearts of
your target audiences.
27. Branding framework.
1. 2. 3. 4.
Research Target definition. Brand Platform Activation
definition across
Your market, competitors, Who you want to connect to?
targets, user context. "Paint a rich picture" of your users touchpoints.
Based on your research define
and stakeholders: who are they
a brand platform that is
What's your brand's and what do they want? Bringing the brand to life.
compelling and relevant for
opportunity space?
your core targets.
BRAND DESIGN.
USERS
MISSION. MARKETING MATERIALS.
SPONSORS
VISION. COMMUNICATION&PR PLAN.
MEDIA
VALUES. FUNDRAISING CAMPAIGNS.
EMPLOYEES
VALUE PROPOSITION. VOLUNTEER CAMPAIGNS.
VOLUNTEERS
(for each target) ETC.
ETC.
4b.
Building.
Consistency over time.
Innovation to keep the brand
alive and people listening.
29. “Every dollar we invest in
high-quality early education
can save more than seven
dollars later on…”
President Obama,
State of the Union address, 2013
30. He created
James Heckman is an
the Heckman Equation
American economist
to share his and others'
and Nobel laureate.
findings on early childhood
education investment.
31. The Heckman equation empowered citizens, through marketing materials
and other brand touchpoints, to spread the word AND lobby their representatives.
38. De Design is planning how
si
organizations, services, processes,
ideas interact with people.
Everything is designed (hopefully
well designed) to serve a purpose,
to solve a problem, to tap into an
gn...
opportunity.
39. De Design is an approach, thinking that
si
there’s always a better solution, an
iterative process of refinement,
collaborative.
Design uses visual tools to align and
communicate across teams.
gn...
Design aims at creating systems-
based solutions. Design is, ultimately,
about changing behaviors, getting
people to do something.
40. You can be
a “non-profit
designer”The trick is to look at problems
from the user’s perspective
and build solutions based on
deep user understanding.
41. You can be
a “non-profit
designer”
Stefan Moritz, 2005
47. “We want to help
them but they
won't let us.”
Basic rules for effective design.
Do you *know* your users?
Have you developed real empathy?
Do you really understand what
the underlying problem is?
Have you created a solution that is
easy to adopt for your users?
48. Problems live in a Think
system. They're obesity,
connected to other gang violence,
problems. teen pregnancy,
think pollution...
Think 5 whys.
49. Don’t make too many assumptions
based on past experiences or
successes.
The same problem can take a
different shape depending on the
user group and its surrounding
factors (culture, economics, etc.)
50. Design Design Design
Thinking Methods Outputs
The mindset The tools The products
53. Non-profit design framework.
1. 2. 3. 4.
Research Synthesize Ideate solutions Prototype
to gain insight. insights. based on those solutions.
insights.
Spend time with the users Use Collaboration-friendly And test them with users,
and the problem.Don't make format so everybody can see if they meet the
Collaborate with teams, users requirements and are
early judgments. contribute and frame the
and other stakeholders. effective.
right problem(s).
Learning time!
Workshopping time, again!
Workshopping time!
4b.
Iterate, Measure
& Refine
Gather user feedback and
user it to iterate and refine
the prototype. Keep learning!
5.
Launch (small)
54. Non-profit design framework.
1.
Research
to gain insight.
(Spending time with users.)
Spend time with the users
and the problem. Don't make
early judgments.
Learning time!
Ethnography.
Contextualized
interviews.
Observation.
Shadowing.
55. Non-profit design framework.
1.
Research
to gain insight.
Spend time with the users
and the problem. Don't make
early judgments.
Learning time!
Self-
documentation.
Crowdsourcing.
cultural probes.
56. Non-profit design framework.
1.
Research
to gain insight.
Spend time with the users
and the problem. Don't make
early judgments.
Learning time!
Secondary research –
i.e. literature review.
57. Non-profit design framework.
2.
Synthesize insights.
Use Collaboration-friendly format so
everybody can contribute and frame the
right problem(s).
Workshopping time!
Affinity diagram.
58. Non-profit design framework.
2.
Synthesize insights.
Use Collaboration-friendly format so
everybody can contribute and frame the
right problem(s).
Workshopping time!
Empathy map.
59. Non-profit design framework.
2.
Synthesize insights.
Use Collaboration-friendly format so
everybody can contribute and frame the
right problem(s).
Workshopping time!
Stakeholder map.
Source: organ-donation-master-thesis.blogspot.com
60. Non-profit design framework.
2.
Synthesize insights.
Use Collaboration-friendly format so
everybody can contribute and frame the
right problem(s).
Workshopping time!
User journey.
61. Non-profit design framework.
3.
Ideate solutions based
on those insights.
Co-create: collaborate with teams, users
and other stakeholders.
Workshopping time, again!
62. Non-profit design framework.
4.
Prototype solutions.
And test them with users,
see if they meet the requirements and are
effective.
Gather user feedback and use it to iterate
and refine the prototype.
Keep learning!
User journey.
Role playing.
Wireframes.
Life-size experiences.
63. Non-profit design framework.
4b. 5.
Iterate, Measure & Launch (small)
Refine
Gather user feedback and user it to
iterate and refine the prototype. Keep
Pilot.
learning!