onboard 2017 | why brands matter for nonprofits
TRANSCRIPT
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NANCY GOLDSTEINChief Strategist,
Compass(x) Strategy [email protected]
@nancyagoldstein
BRIDGETT COLLINGDigital Marketing Project Manager
See3 Communications
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The digital agency for do-gooders. We work with nonprofits and social causes, activating people to change the world. We develop videos, websites and digital strategies to deliver on goals like fundraising, advocacy, awareness, recruitment and more.
Building brands, better.
We are a Chicago firm that tackles the most complex issues to build brands that achieve sustainable growth. Brand Strategy | Strategic Growth Planning | Mission Development | Messaging
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“A brand is essentially a container for a customer’s complete experience with the product or company.”
- Sergio Zyman
YOUR BRAND STRATEGY IS YOUR STRATEGY
Emails Collateral
VolunteersBoard Development
EventsVideos
Your Awesome Organization
Website
EVERYTHING communicates what your brand stands for
Programs
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A STRONG BRAND WILL INFORM EVERYTHING THAT YOU DO
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GUIDE ACTIONS (WEBSITE, CONTENT,
CAMPAIGNS)
SAY SOMETHING
SPECIFIC ABOUT YOU
TRANSLATE YOUR BRAND
INTO RELEVANT
CONNECTIONS BY
AUDIENCE
CHOOSE OWN MESSAGEA clear brand will help you:
EXERCISE: DO YOU KNOW?
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CHOOSEDoes your nonprofit know how to easily make choices about social media, website content, campaigns?
OWNDoes your nonprofit’s messaging say something that specific about you relative to others that offer similar services?
MESSAGEDoes your nonprofit know how to communicate with all of your audiences in a way that makes sense for them?
1 5Uhhhhh….. Definitely
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NIKE MAKES THE ATHLETE THE HEROLike many nonprofits, they don’t take the credit, but own their role.
PAIR UP!
For the next 10 minutes, discuss how your organization would answer these questions:
1. Who are your organization’s key audiences? Who are your heroes?
2. What is your organization an expert in that could be useful to those audiences? Where can you be the mentor?
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TOO MANY BRANDS AND CAMPAIGNSMISSION DIDN’T FULLY REFLECT THE SCOPE OF THEIR WORK
Mobilizing investor and business leadership to build a thriving, sustainable global economy
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CERES ELEVATED THEIR MISSION
“Transforming the economy to build a sustainable future for people and the planet.”
Mobilizing investor and business leadership to build a thriving, sustainable global economy
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MORE THAN A MISSION, WHAT IS YOUR BRAND?
How do you help? Why do your heroes choose to engage with you?
How will you know you are successful?
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Who do you help? Who are your heroes?�
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Observe behavior
Customer interviews Find existing data on the interwebs
Social Listening
Surveys
WHAT IF YOU DON’T KNOW??
How do we keep from going crazy, especially when trying something new?
We: a) get (re)focused, b) get organized, c) get buy-in, and d) get help (human and technical).
Q:
A:
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● Identify your audience/heroes - who are you targeting and why?
Set measurable goals - i.e. increasing the number of referrals by X% this year - and choose tactics to match those goals
GET (RE) FOCUSED
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● Combine calendars - make sure they’re “talking to each other”
● Coordinate across chapter to ritualize content
● Delegate responsibly● Use “down time” to create evergreen
content
GET ORGANIZED
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Loneliness is exhausting.
To get others on board, don’t just share what you’re doing, engage your team in the “why” of it.
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Where are you feeling stuck in the process?
Sourcing stories?Creating content?Aligning channels?
Sometimes you just gotta ask.
GET HUMAN HELP
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GATHER YOUR TEAM
Gain alignment on if your brand allows you to make choices, be ownable, and create meaningful messages. Create a plan to fill in gaps.
CONDUCT A HERO AUDIT ON YOUR SOCIAL MEDIA CHANNELS
Who’s the hero of the story you’re telling, and how often? If it’s always your organization, think about how to shift the narrative.
PUSH THE PAUSE BUTTON AND REFLECT
What do you or your organization need to improve your communications: focus, organization, buy-in, or help (human or technical)? Choose one action step from one of these categories that you can do in the next month.
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