IntroductionAfter 20+ years of operating multiple organizations to meet the demands of nonprofit cl ients across the U.S. , Chris McGown, founder and owner, made a leap to bridge the gap. As his seven companies continued to expand, develop and grow, the need for a comprehensive, cohesive, clear, and concise message was urgently needed to sustain al l cl ients and appeal to new customers across the board.

Today, the Chart & Compass brand operates as one company integrating al l seven facets of nonprofit servicing including analyzing and reporting donor data, website development and digital advertising/marketing campaigns, print collateral , staff ing assistance, PR and communications, and online education.

This is the Chart & Compass brand story.

ChallengePROBLEM

There are three identif iable problems with the current business model of operating seven separate companies.

- Competing with thousands of nonprofit agencies across the U.S. in each of the seven verticals is extremely diff icult .

- There is an internal struggle of logistics with day-to-day operations, employees, communications, and finances.

- Mixed messaging to potential , current, and past cl ients from seven companies can be perceived as confusing and scattered which leads to lack of trust.

GOAL

After achieving a ful ly integrated staff and expanded sales team, the goal is to have larger brand awareness and brand loyalty among the target audience to be the largest and only go-to nonprofit agency, destination, and hub that provides ful l-service outsourcing solutions to al l nonprofit organizations in the U.S. by the end of 2020.

Objective

NONPROFIT COMPETITIONThere are thousands organizations helping nonprofits in specif ic areas such as consulting, HR, staff ing, PR, IT, fundraising, and much more. These organizations are located across the U.S. ; some are smaller and regional , while others are much larger and reach al l types of nonprofits globally.

Some to name are: Sumac (software), Charity Net USA, Elevation, Wired Impact, Media Cause, Dalton Agency, Durable Digital , The Engine is Red, Creative Tonic, My Friend’s Nephew, Preston Kelly, Sir Isaac, The Cause Agency, Help Good, Scion Nonprofit , Nonprofit HR, Common Good Careers, Crenshaw Communications, Apex PR, Marx Layne & Company, Sharp Communications, Propel Nonprofits, and more.

Research

ONLINE PRESENCEThe online space for agencies assit ing nonprofits is competit ive as most focus on a specif ic sector in the nonprofit space such as providing only marketing and PR, or website development, or just staff ing services.

Searching for nonprofit topics with such words as “nonprofit hub,” “nonprofit management,” “nonprofit help,” “nonprofit agencies,” and “nonprofit assistance” result in a wide array of companies special izing in helping nonprofit organization.

Result f indings show there is not a preferred way to search for a nonprofit agency that services a nonprofit ’s every need - there is not a common term for an organization assisting a nonprofit .

And, there are very few agencies that offer al l seven services for nonprofits.

The need is to establish a brand that offers al l major needs of a nonprofit to serve as a true partner in the growth of each nonprofit .

Research

The target audience for Chart & Compass cl ients consists of nonprofit organizations across the United States. While the business can span further into other countries, the main focus is to appeal to the States.

Nonprofit organizations both small and large seeking help to further advance their efforts to maximize the efforts of volunteers, board members and staff with low cost to increase profitabil ity in order to al locate funds.

The cl ient needs assistance including HR, staff ing, f inancial planning, marketing (not event planning), and more, from one single organization that can service them across al l business l ines.

TARGET AUDIENCE AREA

Audience

WHO IS YOUR AUDIENCE?Serving the non-profit sector exclusively; served the ful l spectrum of non-profits (t iny to enormous); Largest cl ient is on the enormous side, but most common are mid-sized charit ies in a growth-spurt. 80% of cl ients are evangelical Christian right side of the spectrum market.

WHAT SERVICES DO THEY OFFER?Fundraising for a good cause in order to give back to the community and/or other organizations.

WHERE ARE THEY?Various cit ies and locations across the U.S.

WHAT DO THEY NEED?An affordable solution to assist their organization to excel in al l areas including marketing, tech, staff ing, data analysis, printing needs, personnel, and PR.

https://www.bls.gov/news.release/volun.nr0.htmhttps://www.volunteerhub.com/blog/who-volunteers/

Audience PersonaWHY DO THEY NEED IT?To reduce cost and increase profitabil ity in order grow the organization size and reach, to be able to inspire their fol lowing, and give additional funding to their cause in order to meet their mission and goal.

WHAT DO THEY LOOK LIKE?They are volunteers, community motivators, educators, most are women, most are married, parents with children under 18, those in the 35 – 44 and the 45 – 54 age range, most are employed, college graduates. Around 40 percent of volunteers said they took the steps necessary to become involved with an agency. However, another 44 percent reported volunteering after being invited to do so — the majority of the time by a person within the organization.

SOLUTIONIn order to meet the goal, Chart & Compass must participate in national conferences, al ign with national nonprofit organizations, market nationally online, use referrals, produce clear and concise messaging on al l digital and print platforms so cl ients understand and engage - ult imately bringing in more business from larger cl ients. To do this, a complete brand is to be developed to provide clear, concise messaging.

OUR INSIGHTNonprofits have a positive impact for communities, regions, states, and across the globe because they bring people together in a central organization to work together toward a good cause.

THE CREATIVE STRATEGYOur work would remind the U.S. why nonprofits are so special as organizations by showing how the good in people brings out the good in each of us. We help plan a clear direction each organization should take to reach their goals.

Creative Strategy

Chart & Compass fulf i l ls nonprofit needs through the seven pil lars.

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Summary

- Manage, model, analyze, and report donor data.

- Building a basic website to serving as webmaster, to building and executing ful l press digital advertising/marketing campaigns.

- Printing stack of brochures to a multi-piece direct mail effort.

- Exclusively IP Targeted Advertising.

- Offering both temporary (f i l l- in) development staff and help f i l l vacancies long-term.

- Public Relations or Communications assistance.

- On-l ine education platform geared toward educating development staff and their supervisors.

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CHART AND COMPASS

ON POINTONGOING

ON CALL

The Creative Idea

Chart and Compass is the expert in helping nonprof i t organizat ions excel to their h ighest potent ial .

Chart and Compass is readi ly avai lable and accommodating for

al l c l ients of i ts cl ient needs.

Chart and Compass wi l l cont inue to be a l i fe- long

partner even after the project is complete.

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This branding points you, the cl ient, in the right direction cal l ing attention to the meaning of the name and meaning of the tagline.

The work itself covers how Chart & Compass goes above and beyond al l expectations to help its cl ients reach their goals.

Creative Direction

Primary logo

Secondary logo Watermark

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Quantify Bo ld Gotham Medium

Using your tagline, company verbiage is focused on being on point, on call, and ongoing.

On Point

Completely in line with standards and expectations.

Getting to the pointYour strong pointCase in point

On Call

Available at any time when needed.

Call the shotsOne call awayGood call

Ongoing

Continuously fits the bill now and in the future.

On the goKeeping you goingGoing in the right direction

Tagline

At the end of the day, Chart & Compass is creating a look and feel that is going to resonate well with the end user. We want people to take action to do something - ultimately becoming a customer. In order to do this, we must look a certain way, sound a certain way, be accessible, and easy to use - all while providing more services than the competition.

Our impact on others is what makes them trust us and entices them to work together as partners toward the same goal.

We are leaders who take struggling nonprofits and create a plan to guide them down the path of success.

On Point. On Call. Ongoing.

Customers can rely on Chart & Compass for our high quality work, accommodating service, and continued life-long partnership.

Brand Vision

Brand Promise

DIFFERENTIATORSWe are a one-stop shop, we are a turn-key solution, and we are educators - digitally and physically through blogging, social media, conferences and events.

We are confident and one-of-a-kind. We want clients to look at Chart & Compass and know we hold the answer to their struggles, and that they can count on us to deliver as promised.

DIRECTIONAs the only agency tasked to helping nonprofit organizations excel in all areas, Chart & Compass positions itself the #1 leading solution for all nonprofits. We understand the needs of the organization, we identify the solution, and act on meeting the goal.

Core Values

WHY IT WORKSBeing on point shows the dedication to clients with precision products and services. Being on-call shows that we are there for clients no matter what. Being ongoing shows that we are there for clients past the point of sale as a life-long partner. As the leading agency assisting nonprofit organizations with all of their needs, Chart and Compass provides services that no other company can offer.

THE BRAND IN A NUTSHELLWith services including everything every nonprofit needs, Chart & Compass will never steer you wrong as we guide customers down the path of success. The organization focuses on ethical community-centric work with superior services, continuous hard work, and life-long partnerships. Chart & Compass is always on point, on call and ongoing.

Brand Story