Non-profit branding makes sure that the world sees your organisation and the work you do. It’s likely you are familiar with what Habitat for Humanity, Red Cross, or UNICEF do. This is the effect of a strong branding for a non-profit. You get recognition, while it also influences the way your non-profit's messages are received by the public.
A brand is a construct, a perception that people build in their minds — and brand management makes sure that those associations are accurate and properly nurtured.
Branding isn’t only about spreading your logo on mugs, t-shirts, and pens. It’s a complex process that makes sure communication, presence and reputation are all aligned with the organisation’s goals.
The dominant brand paradigm in the non-profit sector has been all about fundraising — making branding something for the marketing and communications team to focus on.
Nowadays, progressive non-profits are able to see the potential of branding to transform organisation, rally supporters and brand ambassadors to help achieve their non-profit's mission.
Why is Non-profit Branding Important?
Effective branding gets your non-profit stand out amongst other similar organisations and deliver your message across in an already crowded world.
Many non-profit organisations struggle to differentiate themselves from other organisations that work on similar missions. With effective branding you can improve your chances of being a memorable organisation.
Increased Trust and Loyalty
When a non-profit brand has a well crafted mission, is properly positioned and adapts its communication to its target audiences, it can gain the trust and loyalty of the people. Not only does this affect the potential supporters, but also creates organisational well-being internally, amongst staff, volunteers, and other stakeholders.
Fundraising and Increased Engagement
In the non-profit sector, the competition for funding is high. A strong non-profit brand increases the visibility of your organisation and directly contributes to generating support and interest. A strong brand also leads to increased engagement from supporters and donors.
Beyond these, non-profit branding can drive your long-term strategic goals, augment reputation, improve internal cooperation and increase awareness about your mission and your work.