BE YOUR BRANDA Presentation by Parker LePla

Brand Shift Consultants

7 WAYS YOUR BRAND CAN HELP YOU RAISE MONEY

WHO WE ARE

WHO WE ARE

WHO WE KNOW

Client name Client name Client name

Client name Client name

Today we will…

• Define the importance of a strong brand promise in fundraising

• Help you understand the rules to identifying your brand promise

• Outline how to use your brand promise to create stronger donor relationships

Loyalty: Committed donors will almost never switch and they have the power to energize the rest of your giving base.

Price premium: A strong brand can command a significant increase in giving over market average gifts.

Peer recommendation: Committed donors actively recommend the organization to others.

DO YOU HAVE COMMITTED DONORS?

THE SEVEN LAWSOF STRONG BRANDS

7 WAYS TO FIND AND LIVE YOUR

BRAND

#1:BE YOURSELF

Once called Seattle Biotech Legacy Foundation: the organization is neither biotech focused nor is there a legacy involved, and they did projects outside of the Seattle area.

Through brand development, they discovered their true role and changed their name to reflect who they were.

REFLECT WHO YOU ARE

#2:KNOW WHERE YOU’RE

GOING

Frame your mission in context of a vision that excites and invigorates donors and supporters and lets them know where you are heading.

MAKING GREEN NORMAL

#3:BE YOUR PROMISE ON

THE INSIDE

• Bringing multiple, individual neighborhood clinics together under one umbrella of shared value.

• Clinics now work together to serve patient population, with each having a role to play in the greater mission.

• Rolled brand out to staff and trained them on working together for the greater good of their patients.

ALIGNMENT OF PURPOSE

#4: BE CONSISTENT OVER TIME

• Convening environmental conversations in a Web 2.0 model

• Syndicating content to expand their reach (for TV, other publications)

• Recruiting and utilizing celebrity personalities to convey message

GRIST USES BRAND TO DEFINE STRATEGY

#5:STAND OUT

Simple Measures takes chamber music out of the music hall and puts it in common places so everyone can enjoy it, without the pretense.

SIMPLE MEASURES: BREAKING RULES TO STAND OUT

#6:BE FOCUSED

The Jewish Federation focused their role to be about connecting people to the Jewish Community. This changed how they approached their giving campaigns, what programs they offered and who they should approach for donations.

FOCUS BUILDS STRENGTH

#7:KNOW WHAT TO SAY

SJI changed the conversation from “a workforce intermediary with wrap-around solutions” to “opening doors to living wage careers”. Framed clearly in this way, it opened the door for them to appeal to a greater pool of donors.

FROM CONFUSING TO CLEAR

Bellevue Community College Foundation had to articulate the role of the community college in a way that helped people understand its value in the community and why it needed more than just state funding to succeed.

Changing perceptions

IT’S ALL ABOUTBEING

QUESTIONS?

CREATING DONOR CHAMPIONS

• Strong brands generate powerful word of mouth.

• 33% of adults agree that peer recommendation would make them more likely to support an organization or brand.*

Word of mouth

Create a board that can tell your story well

STRATEGY #1

• Include board in development of your brand tools

• Train board in using your brand tools and telling your story, including the ‘ask’

• Engage board in hands-on, development opportunities

ENGAGE YOUR BOARD

Turn employees and volunteers into relationship managers

STRATEGY #2

• Train staff and volunteers on your brand tools and how to use them in their work– How to tell your story– How to deliver your mission in alignment

with your values

• Empower them to build relationships with clients, partners and community

EQUIP YOUR PEOPLE FOR THE TASK

Empower those you serve to serve you

STRATEGY #3

• Provide ways clients, donors, the community can tell their own stories about you

• Use their stories in all your communications, putting a face to the experience whenever possible

• Create a Facebook page and invite clients and donors to become friends/fans (getting exposure to their networks)

GIVE THEM A MEGAPHONE

Mayo Clinic turns patients into brand champions and future donors by giving them a voice and highlighting their relationship with the organization.

THE POWER OF PEOPLE’S STORIES FOR MAYO CLINIC

QUESTIONS?