How does your organization stand out and demonstrate your unique value? How do you raise more funds, engage more supporters and volunteers and promote your important cause? With over 2 million organizations in North America competing for shrinking dollars and consumer share-of-mind, it’s vital that nonprofits have a compelling and focused brand. A strategically built and managed brand is one of the most overlooked and cost-effective ways a nonprofit can create value, improve its effectiveness, and rise above the crowd in a complex and competitive marketplace. Learn how you can turn your brand into a strategic competitive advantage that will transform your organization and the way people view and support it.

1. Breakthrough Nonprofit Branding:
Strategies to Stand Out and Win Volunteers
February 22, 2012
Jocelyne Daw
Co-Author, Breakthrough Nonprofit Branding
Confidential and Proprietary 1

2. To Ask Questions
Type questions into the box on the
right side of the your screen
Submit via Twitter to @VM_Solutions
using “#VMbpn”
We will pose questions at the end of
the presentation
A copy of the sides will be circulated
after the event.
Confidential and Proprietary 2

3. VolunteerMatch
Best Practice Network Webinar Series
Strategies to Stand out and Win Volunteers
Jocelyne Daw, Co-Author
Breakthrough Nonprofit Branding

4. TODAY’S AGENDA
1. What is the latest thinking on branding for nonprofits?
2. How are leading nonprofits using their brands to power
extraordinary results?
3. Why is branding critical for attracting and retaining the best
volunteers?
4. How you can use your brand to stand out and win
volunteers for your organization?
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5. Our Goal – Increase Effectiveness and Impact
• “Breakthrough Nonprofit Branding” book
– Extensive research,11 case studies
– What does it take for a brand to power extraordinary results?
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6. What is a Brand?
“It is not the name, the tag line or pretty
colors… a brand is the set of expectations
and beliefs the marketplace has about you.”
David Placek
CEO, Lexicon Branding
NatureBridge Board Member
Reputation Identity Goodwill
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7. CORPORATE SECTOR
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8. WHAT YOU
STAND FOR

9. FOCUS
LEADERSHIP POSITION

10. STAND OUT
DIFFERENTIATE

11. It makes an emotional and personal connection!
BUILD A COMMUNITY
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12. MANAGED OR IGNORED?
• Every nonprofit organization,
has a brand.
• Have you strategically defined
your brand value proposition?
• Is your brand managed or
ignored?
• Does your brand help drive
your volunteer engagement?
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13. YOUR ROADMAP FOR SUCCESS
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14. Breakthrough Nonprofit Branding Principles
1. Discover authentic brand meaning
2. Integrate brand meaning across the
organization
3. Rally internal brand ambassadors
4. Mobilize external community (including
volunteers) by connecting them to your brand
5. Develop 360 brand communications (geared
to volunteers)
6. Cultivate partners based on brand alignment
to extend reach & influence
7. Leverage brand for alternative revenue and
value
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15. UNICEF – Discovering Authentic Brand Meaning
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16. UNICEF’s External Cluttered Market
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17. Brand Transformation
Whatever it Takes to Save a Child….
“We spent two years defining the meaning
of our brand and focus on childhood
survival. We used the new focus as an
energy force, as a guide to everything we
do.”
- Caryl Stern, President & CEO
U.S. Fund for UNICEF

18. Discovering Your BRAND VALUE Proposition
ENGAGE THE HANDS CONVINCE THE HEAD
Actionable Rational
Invites people in Focused and distinct
Relevant
TOUCH THE HEART
Emotional and personal
Serves a higher purpose & cause
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19. Power of Research: Insights into Action
1. Discover and articulate org. leadership position
2. Elevate to cause and outcomes (solve issues)
3. Unifies focus to drive strategy
4. Rally communities to accelerate impact
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20. A breakthrough brand has an Authentic brand
meaning
• Base: Demonstrates what your
ORGANIZATION does better than
anyone else that delivers value
• Build: Serves a CAUSE and has
tangible outcomes
• Breakthrough: Rallies internal &
external COMMUNITY FRAMED
“If we’re serious about ending needless child deaths, it can’t be about us.”
- Jay Aldous, CMO of UNICEF
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21. College Forward’s Brand Evolution
“We didn’t give our brand much “Our brand is not just a way to
thought. It seemed good enough at communicate; it’s what we do, how
first , but it didn’t take long to we live and breathe within our
realize that it was truly doing us a organization and engage our
disservice.” stakeholders at every touch point.”
- Lisa Fielder, Executive Director, College Forward
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22. The Value of Introspection
2006: $200,000 2010: $1.8 million
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23. Breakthrough Brands Mobilize Volunteers
STAND FOR SOMETHING AND PEOPLE STAND WITH YOU
FOCUS: Stand for something
that people care about, connect
with
RELEVANT: Make a personal
and emotional connection
ENGAGE: Invite people to be
part of them and they become
part of you. Join like minded
community.

24. Brands Mobilizes External Community

25. Sub-Brands Drive Support
Master Brand
Overarching
Brand Platform Learn and Live
Overarching Women and Heart Disease Adults (35-54)
Issue Stroke
Heart Disease & Stroke Physical Activity
Cause Stroke in Childhood Heart Disease
Focus Heart Disease Minorities Obesity & Stroke
Cause
Sub-Brands

26. Marketing at Connecting with
•Focused, compelling, relevant
•Reframe, relevant issues
•Experience the brand
Build a community around
women and heart disease
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27. Community: Engage and Experience
1. Cultivate a brand community
 Understand your volunteers and engage around THEIR needs
 Give them something of practical value
 Don’t ask, link them to brand in way meaningful to them
2. Foster the community
 Provide deeper experiences
 Show how they are making a difference
 Meet people where they are
3. Grow the community
 Empower brand champions
 Create truest sense of community by introducing them to others
 Offer creative ways for them to be brand champions
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28. Rallies volunteer
community
“We know our organization will only be successful if we engage a
community of people who will join with us… We invite them to be part of
us & aim to be part of them.” – A Cimolino, Stratford Shakespeare Festival

29. CULTIVATE A COMMUNITY OF
VOLUNTEER ONWERS
“We don’t merely raise money for breast cancer, we empower women & give
them voice around the issue of breast cancer. We mobilize individuals to join us
& be champions in their communities.” Nancy Brinker, Founder, Susan G. Komen For the Cure

30. FOSTER AND GROW THE COMMUNITY
“Our philosophy is to be a catalyst to connect people to the brand in a way that is
relevant and meaningful to them.” – Susan Carter Johns, Susan G. Komen For The Cure

31. WHEN GOOD BRANDS FALTER
“Komen has lost sight of what made them a success – their community.”

32. Brand as a living value proposition
• Creates a sense of purpose
• Drives direction and higher performance
• Attracts, motivates and retains best staff/volunteers
• Deepens relationships with supporters
• Generates new supporters and resources
• Fosters innovation & impact
• Changes perceptions, reputation
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33. TRADITIONAL BRAND BREAKTHROUGH
SHIFT
Logo, look, line What you stand for
Raising funds Mission, vision, values in
action
Campaign Commitment
Organization Cause & higher purpose
Deliver programs Deliver impact
Market at Connect with
Volunteers Community of believers
Emotional reaction Shared values
Give time Join us
Power of a few Voice of many
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34. Does your brand break through?
• United around clear leadership position
• Stand out as cause
• Articulate & demonstrate your value
• Foster loyal communities
• Accelerate social impact

35. Let’s Continue the Journey!
Visit: www.breakthroughnonprofitbranding.com
First chapter of the book
Recent “Advancing Philanthropy” Article
Interview with authors
Jocelyne S. Daw
jocelyne@jsdaw.com
Twitter:@jocelynedaw
Breakthrough Nonprofit Branding
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Breakthroughnonprofitbranding.com

36. Stay Informed
Blog (new look!):
www.EngagingVolunteers.org
Twitter:
@VolunteerMatch
Learning Center:
www.volunteermatch.org/non
profits/learningcenter
- Educational Webinars
- Help Videos
- Resources
Confidential and Proprietary 36

37. Upcoming BPN
Green The Team: How To Create A
Healthier, Happier, More Profitable
Workplace Through Effective
Employee Engagement Programs
Guest Speaker:
Raphael Bemporad
Founding Partner & Chief Strategy Officer
BBMG
Register:
https://www1.gotomeeting.com/register/256398297
Wednesday
February 29, 2012
10-11 a.m. PT (1-2 p.m. ET)
Confidential and Proprietary 37