Slides delivered during the closing keynote at 501cometogether: The Illinois Nonprofit Conference, sponsored by Donors Forum, on October 16, 2012. Based on the book "Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications" (Jossey-Bass, 2010), this closing keynote will challenge you to think about what’s unique about your organization and why people should be interested in supporting your cause. You’ll hear about ways to create a compelling identity that expresses the personality of your organization, attracts program participants, and takes your organization to the next level. With the proper brand in place, you’ll better understand the tools you need to communicate online and off, and ensure your organization’s staff and board are speaking with one voice. You’ll also hear about how others have used “brandraising” techniques to reposition themselves in a fresh, modern way--and how raising the visibility of your organization helps the nonprofit sector at-large.

2. #brandraising
@farra
@bigduck

5. Hello!
• Your name, title, organization
• Your org’s elevator pitch (2-3
sentences, please)
bigducknyc.com

6. How can we come together?
http://www.ssireview.org/articles/entry/the_role_of_brand_in_the_nonprofit_sector bigducknyc.com

13. Takeaway
Consistency counts
Exercise
Layout your materials and review,
no agenda
bigducknyc.com

15. Photo by Tax Credit

21. bigducknyc.com

24. Blue slide: be clear about what you want
to say as an organization, and how you
want to say it.

41. Takeaway
Positioning and personality can drive
your communications and connect it
all back to your mission
Exercise
Define your positioning and
personality as a team and then
assess your materials against them
bigducknyc.com

42. bigducknyc.com

43. Visual Identities Contain
Logo
Colors
Typography
Use of imagery / graphics
bigducknyc.com

44. Messaging Platforms Contain
Name, abbreviation
Tagline
External vision, mission, values
statements
Key messages
Elevator pitch
Lexicon
bigducknyc.com

47. Takeaway
Your brand is visuals + messaging,
institutionalized through a style guide
and trainings
Exercise
Articulate them all using positioning
and personality, then define in style
guide
bigducknyc.com

48. bigducknyc.com

49. Photo credit: bigstockimages.com

50. Caption

53. Target audiences
Try this exercise:
Audience Current Desired Their Needs Desired
Perception Perception Actions

59. Takeaway
Research can tell you more about
them so you can communicate on
their terms, not yours
Exercise
Create user personas, then test
your materials against them
bigducknyc.com

60. CASE STUDY

61. National Military Family Association

62. National Military Family Association

64. Research
• Military families, Board, Staff, Donors, Key
advocates
• Online surveys
• Interviews
• Landscape scan
• Media scan
• Best practices Updated June 2010
National Military Family Association

67. National Military Family Association

77. National Military Family Association

78. National Military Family Association

88. Resources and Overview

91. Thanks!
© Jeremy Crow