Breakthrough nonprofit branding: seven principles to power extraordinary results

1. Strategies to
Stand out & Build Partnerships
Imagine Canada, Business-Community
Partnership Forum
JOCELYNE S. DAW

2. Our Goal – Increase Effectiveness and Impact
• “Breakthrough Nonprofit Branding” book
– Extensive research,11 case studies including Canadian examples
– What does it take for a brand to power extraordinary results?
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3. What is a Brand?
“It is not the name, the tag line or pretty
colors…..a brand is the set of expectations
and beliefs the marketplace has about you.”
David Placek
CEO, Lexicon Branding
NatureBridge Board Member
Reputation Identity Goodwill
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4. Breakthrough Nonprofit Branding Principles
1. Discover authentic brand meaning
2. Integrate brand meaning across the
organization
3. Rally internal brand ambassadors
4. Develop 360 brand communications
5. Mobilize external community by
connecting to brand
6. Cultivate partners based on brand
alignment to extend reach & influence
7. Leverage brand for alternative revenue and
value
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5. UNICEF – Discovering Authentic Brand Meaning
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6. UNICEF’s External Cluttered Market
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8. Brand Transformation
Whatever it Takes to Save a Child….
“We spent two years defining the meaning
of our brand and focus on childhood
survival. We used the new focus as an
energy force, as a guide to everything we
do.”
- Caryl Stern, President & CEO
U.S. Fund for UNICEF

9. Discovering Your BRAND VALUE Proposition
ENGAGE THE HANDS CONVINCE THE HEAD
Actionable Rational
Invites people in Focused and distinct
Relevant
TOUCH THE HEART
Emotional and personal
Serves a higher purpose & cause
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10. Power of Research: Insights into Action
1. Discover and articulate org. leadership position
2. Elevate to cause and outcomes (solve issues)
3. Drive strategy- programs, communications, people
4. Rally communities to accelerate impact
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11. A breakthrough brand has an Authentic brand
meaning
• Base: Demonstrates what your
ORGANIZATION does better than
anyone else that delivers value
• Build: Serves a CAUSE and has
tangible outcomes
• Breakthrough: Rallies internal &
external COMMUNITY FRAMED
“If we’re serious about ending needless child deaths, it can’t be about us.”
- Jay Aldous, CMO of UNICEF
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12. A brand unifies and drives direction
• Brand unifies focus and purpose
• Drives strategy - do, say, act, interact
• Rallies communities
• Accelerates impact
“Our brand is not just a way to communicate; it’s what we do, how
we live and breathe within our organization and engage our
stakeholders at every touch point.” - Lisa Fielder, College Forward

13. A brand is inspirational
People get inspired when they are part
of something bigger than themselves
“Be brave, bold and bigger than the whole organization
that’s what breakthrough brands do. It’s got to be an invitation to join a cause
and a movement.”
Jennifer Dorian, SVP Network Strategy & Brand,
TNT, U.S. Fund for UNICEF Volunteer

14. College Forward’s Brand Evolution
“We didn’t give our brand much “Our brand is not just a way to
thought. It seemed good enough at communicate; it’s what we do, how
first , but it didn’t take long to we live and breathe within our
realize that it was truly doing us a organization and engage our
disservice.” stakeholders at every touch point.”
- Lisa Fielder, Executive Director, College Forward
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15. The Value of Introspection
2006: $200,000 2010: $1.8 million
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16. Integrate brand meaning
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17. Sub-Brands Drive Brand Meaning
Master Brand
Overarching
Brand Platform Learn and Live
Overarching Women and Heart Disease Adults (35-54)
Issue Stroke
Heart Disease & Stroke Physical Activity
Cause Stroke in Childhood Heart Disease
Focus Heart Disease Minorities Obesity & Stroke
Cause
Sub-Brands
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18. RALLY COMMUNITY INSIDE & OUTSIDE

19. CULTIVATE A COMMUNITY (OF OWNERS)
CONNECT AND ENGAGE

20. FOSTER AND GROW THE COMMUNITY
BASED ON THEIR NEEDS & INTERESTS, PASSIONS, VALUES

21. Marketing at Connecting with
•Focused, compelling, relevant
•Reframe, relevant issues
•Experience the brand
Build a community around
women and heart disease
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22. Cultivate Breakthrough Partnerships
“Partnerships build and strengthen our brand, its reach
and credibility. We ensure careful alignment of passions,
goals, values, and target audiences. So, at the core of each
partnership is a win-win relationship.”
Ellen Rethore
VP, Marketing and Communications
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23. Shared Brand Values…Mutual Benefit
“We have a strong belief in directly benefiting our
partners as well as our beneficiary audience.”
Kids’
Well-
Being
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24. Cataloguing Value-Add Assets
Preparing Internally
Asset Checklist Supporter networks Volunteer opportunities
10,000 volunteers
 Brand reputation 100 trained counselors
 Audience
 Impact, reach and influence
 Community connections
 Media relationships
 Communications
 Social media presence
Issue expertise Event collaborations
Celebrity spokespeople
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25. Identifying Targets
With Overarching Strategies…
•
•
•
High
Mission
Alignment
•
•
Moderate
Mission
Alignment
•
•
-
•
Low Mission Alignment
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26. Partnership Analysis Framework
Preparing Internally
 Alignment: Is there strategic alignment
with brand meaning, audience, and
mission?
 Structure: Internal support systems?
 Financial: Is the potential revenue
greater than the costs involved?
 Marketing & reach potential: Does it
build supporter base; heighten awareness
and engagement?
 Reputation and risk fit:? Does the
potential partner enhance and strengthen
reputation?
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27. Developing Goals
Nonprofit Goals Shared Goals Partner Goals
• Generating revenue • Reaching similar audiences • Awareness
• Extending reach to new • Building reputation • Program development and
audiences • Achieving social goals implementation
• Building on relationship • Innovation • License to operate
with existing audiences • Employee
• Creating awareness recruitment/retention
• Achieving specific mission- • Reputation lift
oriented goals • Increased sales
• Access to new market, new
geographic areas
• New stimulus for
innovation
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28. Evolving Partnerships
Keys to Success
 Leadership buy-in and involvement
 Clearly define roles and responsibilities
 Actively manage relationships, not just programs
 Plan realistic expectations and deadlines
 Evolve program elements
 Communicate continuously
 Provide expected and unexpected benefits and opportunities
 Celebrate accomplishments
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29. BRAND SHIFT
TRADITIONAL BREAKTHROUGH
Logo, look, language  What stand for
Raising money  Mission in action
Organization  Community
Deliver programs  Deliver outcomes
Send money  Join us
Power of a few  Voice of many
Donors  Community of believers
Emotional reaction  Shared values
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30. Brand as a living value proposition
• Creates a sense of purpose
• Drives direction and higher performance
• Attracts, motivates and retains best staff/volunteers
• Deepens relationships with supporters
• Generates new supporters and resources
• Fosters innovation & impact
• Changes perceptions, reputation
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31. Is your Brand Breaking Through?
• United around clear leadership
position
• Stand out as cause
• Articulate & demonstrate your value
• Foster loyal communities
• Accelerate social impact

32. Let’s Continue the Journey!
Jocelyne S. Daw
jocelyne@jsdaw.com |
Twitter:@jocelynedaw
Breakthrough Nonprofit Branding
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www.breakthroughnonprofitbranding.com