The brand is not a logo, design package, advertising tag line or public relations campaign, rather it is the perception which your constituents hold of you. This presentation provides informative suggestions as to how non-profits can successfully establish and maintain their brand.

1. Branding Secrets for Non-Profits Ron Gossen, APR, PMP [email_address]

6. Persuasive Model COGNITIVE Cognitive – know who you are, knowledge.

7. Persuasive Model COGNITIVE No. Too limited

8. Persuasive Model COGNITIVE AFFECTIVE Affective – Feelings and attitudes.

9. Persuasive Model COGNITIVE AFFECTIVE Better. But still too limited.

10. Persuasive Model COGNITIVE AFFECTIVE CONATIVE Conative – behavior: volunteer, contribute, support.

15. Brand essence model Your Strengths Constituents’ Needs Competitions’ Weaknesses

17. Brand essence model Your Strengths Constituents Needs Competitions’ Weaknesses SECRET #2

21. Find the “sweet spot.” Your Strengths Constituents Needs Competitions’ Weaknesses Sweet spot

25. “ Questions to answers. Answers to results.” StratComm Strategic Communications Group [email_address] Ron Gossen, M.B.A., A.P.R.