The best way to understand nonprofit branding is to look at things from a slightly different perspective.
Consider this – a Morning Consult survey in 2022 listed the top 5 ‘most trusted’ nonprofit brands in America. Of that list, three were heavy-weight medical research institutes and associations transforming medicine for all humankind. Another was the Special Olympics. But what caught my eye was that second on the list was the ‘Make-a-Wish’ foundation.
It is interesting to note that, though doing markedly different work than the others, Make-a-Wish commands the trust of Americans at the same level as a multi-billion dollar hospitals that treats children with cancer for free (St. Jude’s, which was first on the list).
That is the power of nonprofit branding.
What is nonprofit branding?
One of the principal goals of a nonprofit is to foster strong bonds with people – as this helps ease the burden of fundraising for (or awareness about) the primary mission goals of the nonprofit.
Since a well-defined brand is one of the major steps in making it easier for people to recognize and remember the nonprofit, nonprofit branding is how that brand is strategically developed and communicated to the general public.
A brand defines everything from the nonprofit’s logo and color palette to the messaging style used in all communications.
Beyond slogans and logos, nonprofit branding is about creating a meaningful and emotional connection between a nonprofit and its people and community, fostering trust and engagement to drive its cause forward.
Components of nonprofit branding
Nonprofit branding is more than what color your logo is or how likable your writing is. It is a ‘360-degree’ approach to presenting your nonprofit to the world and how people engage with it at any point.
The basics
Before you begin branding your nonprofit, you must ensure you have certain set-ups in place. These are:
Communication guidelines: A defined set of rules, styles and positions all your nonprofit communications must maintain – in terms of style of writing, language, tone, etc.
For example, look at the ‘Charity: Water’ brand book here – which lists precisely how to present the brand to the world.
Website: A well-designed, user-friendly nonprofit website that serves as the landing page for the nonprofit’s information and activities.
Social media presence: Consistent posting across platforms to connect with and engage audiences with a consistent brand voice.
Internal branding: Staff, board members, and volunteers should be given sufficient training so that they understand and embody the brand. This includes aligning organizational culture with the brand identity.
Read More: Nonprofit Fundraising: The Most Comprehensive Guide
With such things in place, here are the critical components you need to consider when branding your nonprofit.
| Pro-tip: Emotion in nonprofit branding |
| A study published in the American Sociological Review notes, “donations are expected to be 29 percent higher” when nonprofits use both positive and negative emotions in their messaging and branding. |
Mission statement
You will need a clear, concise statement that defines the nonprofit’s purpose and what it aims to achieve.
Consider this your ‘elevator pitch’ – how you define your nonprofit to someone if you only had 30 seconds with them in an elevator.
The aspirational statement should be about the long-term impact or change the organization seeks to create.
| How to craft a mission statement for nonprofits |
| A study by Candid (which provides data and insights about the social sector) revealed that: If the yearly budget of the nonprofit is less than $1 million: Keep your mission statement as ‘positive’ as possible and focus on your vision more. If the yearly budget of the nonprofit is more than $1 million: Be more alarmistic or negative in your messaging, and focus on the specific problem you are solving. |
Visual identity
The ‘logo’ is the central visual symbol representing the organization. An evocative symbol has been the cornerstone of human group identity since the dawn of our civilization, and the reasons for it endure.
In modern times, our logo doesn’t have to indicate our bloodline or allegiance to a particular royal house. But it does need to be memorable, easily identifiable, and unique.
Additionally, consider the following factors:
- Color palette: A consistent set of colors that evoke specific emotions (blue is soothing, red calls for action, etc.) and align with the organization’s mission.
- Typography: The fonts used in branding materials provide a consistent look and feel.
- Imagery and graphics: Photos, icons, and other visuals convey the nonprofit’s work and its beneficiaries.
Brand messaging
While the mission statement is usually several sentences, if not a whole page worth of text, you cannot use this bulky text for all communications. Nonprofit branding requires a short and memorable phrase summarizing the nonprofit’s mission or purpose.
This phrase has to be in the same personality and style you choose for all your communication – formal, conversational, hopeful, or urgent.
Storytelling
As part of your nonprofit’s identity, you must create a certain amount of content that can be distributed to the public.
This has three main advantages:
- It gives those engaged by a short communication (like a text message, a banner ad, or a brochure) something more in-depth to know your nonprofit better.
- It helps catch the attention of those looking for detailed information on various causes (let’s say online or during market research) to potentially donate.
- It inspires casual readers to commit more substantially to your cause through a strong narrative.
Read more: The perfect nonprofit storytelling approach to create effective messaging that drives action
Broadly speaking, you will have to create two kinds of content:
- Impact stories: Real-life narratives of the people, communities, or causes positively affected by the organization.
- Case studies: Detailed accounts showcasing the nonprofit’s effectiveness and results.
| Storytelling tip for nonprofit branding |
| “Gen Z and Millennials…want to see metrics, not just hear anecdotes. It’s no longer enough to say, ‘We want to alleviate poverty.’ The statement should be, ‘We’re going to reduce poverty by a percentage in this region within the next (number) of years.’ It needs to be focused, measurable, and verifiable.” – Missy Sue Mastel, Founder of Mass-Tel Communications |
Brand positioning
An estimated 2 million registered nonprofit organizations in America collectively reported revenues of $2.61 trillion in 2020. So this means standing out in the crowd, even for a little while, is the difference between survival and closure for any nonprofit.
That is why positioning is essential.
Positioning is crucial for nonprofit branding because it defines how the organization is perceived relative to others. The goal is to set your nonprofit apart and ensure it resonates with its target audience.
Effective positioning highlights what makes an organization unique, whether it’s a specialized approach, innovative programs, or specific geographic focus. Precise positioning also helps donors and supporters understand why they should choose your organization over others.
While these components are what you need to set up effective branding for a nonprofit, don’t forget this is just part of a larger outreach program your nonprofit will run continuously.
Steps to developing nonprofit branding guidelines
Now that you understand the components of nonprofit branding and have put in place the basic facilities and tools you need to promote the brand, you must ensure that everyone is aligned on the brand at all times and in various scenarios.
The best way to do this is to create comprehensive brand guidelines with examples, diagrams, and ‘do’s/don’ts’ to illustrate correct usage.
Here are the steps to developing nonprofit branding guidelines to create a consistent, recognizable, and impactful brand identity:
Clarify goals
Determine why the branding guidelines are needed (e.g., consistency across materials, clear communication with stakeholders, better donor engagement).
State your nonprofit’s identity:
Clearly define the organization’s purpose and outline the long-term change the organization aims to achieve. Also identify the principles that guide the nonprofit’s work.
Develop your visual identity
Not only should you create one logo, but your guidelines should define exactly how and where that logo should be used and provide several iterations of it. (full color, black and white, horizontal, vertical, etc).
Along with the logo, you should also specify primary and secondary colors with HEX, RGB, and CMYK values – so all creatives can be visually similar. Include instructions for color combinations and accessibility.
Further, define the primary and secondary fonts for headlines, body text, and digital use. And provide examples of the kind of photographs or illustration styles that align with the nonprofit’s mission (human-centered, community-focused, etc).
Create your messaging framework
Image: Page 15 of the Pencils of Promise brand book. Source
Develop a concise, memorable phrase that encapsulates your mission. Then, define how your organization communicates (for example, should the tone be warm and approachable, professional and authoritative, or some other combination?)
Also, ensure you provide core talking points tailored to different audiences. For example, you may wish to ensure ‘accountability’ is the keyword for all messaging towards donors, while communication towards volunteers highlights community engagement.
Provide applications of the brand
Show examples of your branding on various commonly used marketing outreach avenues. For example:
- Marketing materials: Demonstrate branding on ad banners, posters, and brochures.
- Stationery: Include sample letterheads, envelopes, and business card designs.
- Merchandise: Show branding on t-shirts, mugs, banners, and other items.
Maintain the guidelines
These are some of the basics for a guideline, which you can, of course, make as extensive as you wish. Once you make brand guidelines, you will also have to maintain them to a certain standard. So make sure you:
Provide training: Educate staff, volunteers, and external partners on how to use the guidelines effectively.
Centralize access: Make the guidelines easily accessible, such as in a shared folder or on the nonprofit’s intranet.
Gather feedback: Assess the effectiveness of the guidelines and identify any gaps.
Make updates: Revise the guidelines as the nonprofit grows or its brand evolves (for example, adding new audiences or visual trends).
A strong set of guidelines acts as a roadmap for consistent, impactful branding that effectively supports your mission.
Best ways to promote nonprofit branding
Promoting new branding for a nonprofit requires a strategic approach to ensure it resonates with stakeholders and effectively communicates the organization’s mission, vision, and values.
Here are the best ways to promote a nonprofit’s new branding:
Announce the rebrand
- Create a launch plan: Develop a timeline and strategy to unveil the rebrand across all channels.
- Update all touchpoints: Redesign the website to reflect the new branding, update social media profiles, email templates, and signatures, and replace old designs on brochures, business cards, stationery, and promotional items.
- Tease the rebrand: Share sneak peeks or countdowns on social media to build anticipation. Create a unique hashtag for the rebrand to foster conversations and track engagement.
Make the announcement
Use a combination of press releases, blog posts, emails, and social media to explain the reason for the rebrand and its significance.
Use eye-catching visuals, videos, or infographics to introduce the new branding. Show the evolution of the brand, highlighting improvements and changes.
Highlight the reasons for the rebrand, such as organizational growth, evolving mission, or improved focus. And don’t forget to feature testimonials or endorsements from well-known supporters or beneficiaries.
Also, share behind-the-scenes content, such as design iterations or interviews with staff and stakeholders involved in rebranding.
Engage key stakeholders
Send personalized messages explaining the rebrand and how it strengthens the nonprofit’s mission to your donors and supporters. Also, send communications to beneficiaries, clarifying the changes and how the organization continues to serve them.
Encourage followers to share their thoughts or create content celebrating the new brand. Also work with corporate partners, influencers, or allied organizations to spread the word.
Create compelling content
Use storytelling to illustrate how the new branding aligns with the nonprofit’s impact and beneficiaries.
It is best to develop a short video explaining the rebranding journey and its connection to the organization’s mission. This allows you to highlight the changes in a visually engaging format.
Use the new branding to frame stories of success, aligning the design and messaging with the organization’s impact.
Monitor feedback
Use surveys, social media comments, and direct feedback to gauge stakeholder response. Refine your communication based on the feedback received to address any concerns or confusion.
In the end, nonprofit branding is all about consistency
While you can make a new brand, consistently use the new branding across all platforms, materials, and communications for the identity to be firmly cemented in the real world.
Continuously integrate the new branding into future campaigns, events, and messaging, and very soon – your ideas will become the new identity of your nonprofit.
Read more: How Can Nonprofits Benefit From Using A Call Center Product
You will also need nonprofit outreach tools to help people experience the branding you will put into place. These tools should allow you to do the following:
So, if you are ready to take your new branding to all your supporters and donors, sign up for CallHub today.
Feature Image by Brimbus Production Pvt Ltd from Pixabay
