onboard 2017 | why brands matter for nonprofits

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WHY BRANDS MATTER FOR NONPROFITS AND WHAT TO DO ABOUT IT YOUR NON-PROFIT

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WHY BRANDS MATTER FOR NONPROFITSAND WHAT TO DO ABOUT IT

YOUR NON-PROFIT

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NANCY GOLDSTEINChief Strategist,

Compass(x) Strategy [email protected]

@[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

BRANDS MATTER

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WHAT IS A BRAND?

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LET’S DISCUSS

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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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NIKE IS MORE THAN THE SHOES IT SELLS

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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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HOW YOUR BRAND COMES TO LIFE

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NIKE MAKES THE ATHLETE THE HEROLike many nonprofits, they don’t take the credit, but own their role.

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EVEN WHEN FEATURING THE BEST ATHLETES

It’s about their effort, not the gear they wear

WHO’S THE HERO OF YOUR STORY?

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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THAT’S NIKE. WE’RE A NON-PROFIT.

WHAT DOES THIS MEAN FOR US?

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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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COMPLEXITY DIDN’T YIELD BENEFITS

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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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AND SIMPLIFIED THEIR BRANDING STRATEGY

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WHAT DOES THIS MEAN FOR YOU?

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?

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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WHERE SHOULD WE FOCUS OUR TIME?

Use the PICK Matrix to help decide!

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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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Sometimes technology really does make our lives easier.

GET TECHNICAL HELP

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Tools We LoveTOOLS WE LOVE

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TOOLS WE LOVE

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TOOLS WE LOVE

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THINGS YOU CAN DO.RIGHT NOW.

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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QUESTIONS?

THANK YOU!

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CONTACT US. WE’D LOVE TO HEAR FROM YOU.

[email protected]@compassxstrategy.com