november luncheon | 14 tips to help turn your organization into a highly impactful brand
DESCRIPTION
Branding isn't just the responsibility of your company's marketing department. Everyone, at all levels of the organization - especially nonprofits, need an understanding of branding and how it impacts business. Bill McKendry, co-founder and Chief Creative Officer of DOMOREGOOD , a strategic and creative brand-building firm that is committed to helping organizations make a positive impact on the world around them, shared his 14 branding principles to help you make the leap from doing good to doing more good.TRANSCRIPT
Hello.
Imagine you’re this guy.
You don’t have a job.
Your spouse depends on you.
As do your 10 children.
And 20 elderly relatives.
What do you do?
You hire a housekeeper.
Meet with your accountant.
You buy a bigger house.
And a bigger car.
Have a huge dinner party.
But don’t ask anyone for a job.
You don’t even have a resume.
Sounds ridiculous?
Irrational?
Irresponsible?
My Mission:
Amount of Time
MOVE FROM
DOINGGOOD
MORE
TO
DOING
GOOD
Amount of Time
Amount of Time
EXPRESSION
14 Key BrandingPrinciples to Do MORE Good in 2014 and beyond
EXPRESSION
14 Recognize your problem.
EXPRESSION
KEY STAGES of NPO Marketing Accountability
1 DENIALWE DON’T NEED MARKETING!
WE NEED FUNDS, CALL IN MARKETING!
2 FEAR
WHAT DO WE DO? WHO DO WE TALK TO? WHAT SHOULD WE SAY?
3 CONFUSION
LET’S HAVE AN EVENT ... TALK ABOUT OURSELVES ... HOPE THINGS CHANGE!
4 SELF PROMOTION
FUNDRAISING/REVENUE STARTS WITH MARKETING.
5 ACCOUNTABILITY
“An organization has one and only one purpose: to create a supporter.”Peter Drucker, Social Ecologist
EXPRESSION
13 Never say this...
WE’RE THE BESTKEPT SECRET.
EXPRESSION
12 Marketing isan “investment,”not an “expense.”
“Marketing and innovation produce results; all other organizational functions are a cost.”Peter Drucker, Social Ecologist
“There is a relationship between failing to invest in fundraising and a failing to meet goals. Simply put, it takes money to raise money.”
The Nonprofit Research Collaborative Executive Summary, 2012 Fundraising Survey
EXPRESSION
11 Nonprofits have competition.
Amount of Choices
Amount of Time
Seth Godin, The Purple Cow
“More than ever, people (donors, volunteers and board members) have increasing options and less time to make choices.”
EXPRESSION
10 Everything starts with awareness
Eyeballs
Awareness
Consideration
Preference
Action
Loyalty
Supporters
People
PEER REVIEWS
Supporters
ACTION
Influencers
RECOMMENDATIONS FROM FRIENDS
COMPETITIVEALTERNATIVES
USER GENERATED CONTENT
EXPRESSION
9 Every brand contact counts.
“Understanding branding is easy—everything matters.” Howard Schultz, Founder of Starbucks
• What does your location or even reception area say about your brand?
• When someone calls or stops by, how are they treated?
• When volunteers/staff email, leave voice mails or answer the phone, how do they come across?
• What kind of cars do your key contacts drive? How do they dress?
• How do your volunteers/staff/leaders/board talk?
EXPRESSION
8 Be a brand, notan organization.
• A brand looks at every piece of communications as an opportunity to make a positive impression.
• A brand looks to hire staff and recruit volunteers that matches their brand personality.
• A brand focuses on donor desires, needs wants.
• A brand understands that organizational behavior and experiences greatly influence marketing success.
• A brand looks at every major decision through the filter of how it impacts their brand.
EXPRESSION
7 Make a habit of knowing media habits.
• 90% of all media interactions are screen based (smartphone, PC, tablet & TV)
• Only 10% of all media interactions are non-screen based (radio, newspaper, magazine, direct mail)
• 98% of us move between multiple screens / devices a day
• 50% of all media consumption is peer-to-peer
A Four Screen Day:
6:45 AM - Home: Television
7:30 AM - Commute: Radio + Smartphone
8:00 AM - Work Day: PC + Smartphone
5:30 PM - Commute: Radio + Smartphone
Evenings - Smartphone + PC + Television + Tablet
EXPRESSION
6 Content is the new30 (seconds).
Variety
CONTENT
QuantityQuality
EXPRESSION
5 Mean more to your targets.
OFFEROR PROVIDE
TALKING ABOUTMOVE FROM
WHAT YOU
TALKING ABOUTTO
WHAT YOU
MEAN
EXPRESSION
4 Ask yourself, ‘why?’
WHATResults
HOWActions
WHYPurpose
EXPRESSION
3 Get emotional.
REASON
PERSUADE
EMOTION
MOTIVATE
EXPRESSION
2 Don’t leave moneyon the table.
“Brand associations with your nonprofit have value; yet, even the most savvy nonprofits admit they’re leaving money on the table.”
EXPRESSION
1 Frequency wins.
QUESTIONS?
“The knowledge of fire does not keep one warm.” - St. Maximus, The Confessor
THANK YOU.
Now
DOMOREGOOD