Does branding matter to non-profits? It seems like branding is for large corporations, like Apple or Nike. However, branding is essential for all organizations, even if you have a non-profit.
While you don’t need to spend billions of dollars on ad campaigns, you can still reap many benefits branding offers. With only a few well-invested resources, you can get people to care about your cause by capturing their attention.
For many non-profits, branding may be one of the last things they think about daily. Yet, that’s because they’re busy trying to impact the world.
Without a strong brand, you’ll spend more time bringing on new volunteers and donors than elevating existing ones. As a result, this turnover can keep you from accomplishing major things.
Let’s discover why branding should matter to your non-profit and how you can define yours.
1. Increases Your Revenue
It’s true that non-profits receive more donations because of branding. That’s because people invest in supporting causes. After all, they’re connected emotionally and trust an organization more through their branding.
In a survey by Statista, 82% of respondents said they donate to charities because they trust the organization.
Therefore, an organization that clearly communicates on-brand messaging helps to maximize donations.
There’s a reason large companies invest in branding — it increases their bottom line. With strategic branding, you have the power to convert passive donors into branding advocates and increase revenue.
Furthermore, donors and volunteers are more likely to support a brand they love through word-of-mouth marketing – freely advertising your non-profit.
2. Differentiates Your Organization
Standing out from hundreds of other organizations like yours may seem difficult. However, one thing successful organizations do to stand out easily is have a clearly defined branding message and strategy.
Even though your non-profit may focus on the same causes as other organizations, each of them has a unique vision, mission, purpose and values.
While you’ll always have something that makes your non-profit different, this alone won’t differentiate it.
Remember, branding is about how people perceive your non-profit organization. How you communicate your message – and align your words and actions with your vision, mission, purpose and values help you stand out.
3. Captures Attention
First impressions are everything for non-profits. Users who visit your website only take a second to form an opinion about it. That’s when they determine whether they’ll leave or stay.
People feel the need to support organizations because it helps them feel good. In fact, 81% of people switch to brands that support good causes. However, you must communicate that visually, so they understand your message.
Therefore, paying attention to your brand’s visual identity is crucial. For example, your fonts, colors and images are all part of this. How your logo looks and your website functions even play a large role in getting people to support your cause.
Branding also helps you look professional, which doesn’t give people any reason to question the validity of your non-profit.
That’s why good design is imperative for your business’s success. Leaving a good first impression leads your organization to further growth.
4. Aligns Your Team
Branding is more than a good logo or the colors you use for your organization. While the core of your brand is defining your values, differentiators and who you serve, it’s also about your team.
Everyone in your organization must work together to support your mission. That’s why branding matters. It helps them understand your cause, what you stand for and why it’s important.
With branding, you unite everyone in your organization because it reinforces shared values – creating organizational cohesion. It can excite your team about the cause because team members deeply associate with your organization’s brand.
In turn, they intuitively share it with family and friends, serving as advocates and free marketers for your non-profit.
Overall, it gives them something they can rave about everywhere they turn.
How to Define Your Non-profit Brand
Here are a few simple ways to define your brand to increase your organization’s success.
- Define your core values: What does your organization stand for, and why does it exist? By identifying your core values, you can define them more effectively and create an authentic, emotional connection between your non-profit and audience.
- Create strong messaging: The environment is oversaturated with messages across various platforms. Consider creating a short tagline, compelling elevator pitch and a deep narrative to spark attention and get your news across.
- Use brand positioning for success: Differentiate your non-profit by catering to your donors’ desired preferences. Knowing your audience and other organizations’ strengths and weaknesses will help clarify your cause and rally supporters.
- Create a visual brand identity: Develop a visually cohesive identity for your brand through colors, fonts and images to avoid confusion. Consistency will keep your content on point. Hence, your organization is memorable, and people can identify it quickly.
- Execute strategically: Once you’ve developed your brand identity, you’ll need to find the correct way to communicate it through marketing. Therefore, you must understand your brand well to reach your audience through various platforms — including social media, your website, email, print content, videos, events, etc.
Strong Branding Is the Key to Measurable Growth
Branding is no longer exclusive to billion-dollar companies. Every non-profit should have a well-defined brand strategy to achieve success. That’s because it helps you know what you’re working for, making it much easier to make decisions.
With a strong brand, you inspire your team and develop a passionate community. Consider investing in branding to secure a strong foundation that gives you greater visibility and returns. When you have the power to define your non-profit’s mission, you can reach more measurable growth for years to come.