THE ROLE OF BRAND IN THE NONPROFIT SECTOR
Blog Post, Posted on January 15, 2015
Bill & Melinda Gates Foundation. Woodland Park Zoo. Seattle Symphony. Three distinctly different organizations with distinctly different missions and audiences. But what they do share in common is their status as non-profits. Not-for-profit organizations face unique challenges in that they need to build awareness and also enhance their brand equity in a way that leverages for social impact...all while being fiscally transparent and responsible. So when it comes to marketing, the challenges and opportunities include aligning board members around the core essence of their brand, helping them understand the value of branding as well as demonstrating to donors and patrons that their dollars were well-spent.
It’s a challenge that has been studied closely by Harvard University’s Hauser Center for Nonprofit Organizations. They have confirmed that developing a solid brand strategy is crucial to creating greater impact.
“At every step in an organization’s strategy and at each juncture in its theory of change, a strong brand is increasingly seen as critical in helping to build operational capacity, galvanize support, and maintain focus on the social mission.”
Read more about their findings and the role of branding in the nonprofit sector in this article published by the Stanford Social Innovation Review.
*Image from The Role of Brand in the Nonprofit Sector By Nathalie Kylander & Christopher Stone, published by Stanford Social Innovation Review