https://bloomerang.co/resources/webinars/ Sarah Durham, CEO of Big Duck, will define brand architecture and share insights for organizing your brand and expressing it in a clear, holistic way that your audiences understand.

1. Brand Architecture: Rethinking
How You Connect the Dots
Between Your Nonprofit’s
Brand and Programs
The presentation will begin shortly.

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Before we get started »

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https://bloomerang.co/demo/video

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Our guest presenter »
Sarah Durham
@BigDuckSarah
• founded Big Duck in 1994
• author of Brandraising: How
Nonprofits Raise Visibility & Money
Through Smart Communications
• featured on NPR, Chronicle of
Philanthropy, Guidestar
• "top fundraiser under 40" by
Fundraising Success magazine
• “most influential women in
technology” by Fast Company

5. Brand
architecture:Rethinking how you connect the dots of your
programs
Smart communications
for nonprofits

6. Sarah Durham
CEO
@BigDuckSarah
@BigDuck
#brandraising
bigducknyc.com/about/sarah-durham

7. Strong
Brands
Strong
Campaigns
Strong
Teams

8. Poll
Which of the following scenarios has presented the biggest challenge
for your organization?
1. Programs with names/logos/elements that feel disconnected from your
nonprofit
2. Local versus national confusion
3. ‘Cobranding’ with another organization
4. A program or event that’s better known than your organization as a whole

10. Brand architecture defines
the relationships between
your nonprofit’s brand,
sub-brands, and programs

11. Signs you need clearer
brand architecture
‣ External audiences know parts of your work better
than the whole
‣ Stakeholders struggle to represent your work clearly
‣ Some initiatives, programs, campaigns, or events
have lives (supporters, websites, names etc.) of their
own

12. Clear brand
architecture should…
‣ Help audiences recognize you faster and understand
you better
‣ Improve overall awareness
‣ Help you move from program- or event-specific
donors toward organizational level support

13. Ladder of
Engagement
Nonprofits have to
move multiple
audiences up a ladder
of engagement

14. Brandraising

15. Our philosophy:
Simpler is better.

16. What does it
look like?

17. Brand architecture
strategies

22. Independent brands
What it looks like
‣ 2+ brands with distinct brand identities
‣ One might be primary, but no clear connection
When to use it
‣ Audiences: distinct and disconnected
‣ Relationship: minimal benefit in connecting the dots

23. Independent brands
What it takes
‣ Significant staff and cost to maintain

27. Associated brands
What it looks like
‣ Parent brand w/1+ distinct sub-brand identities
‣ Linked through visuals and/or messaging
When to use it
‣ Audiences: separated segments (e.g., location)
‣ Relationship: prioritize sub-brand connection
‣ Reputation: add credibility/value

28. Associated brands
What it takes
‣ Significant staff and cost to maintain

31. SOUTH CAROLINA

32. Connected brands
What it looks like
‣ 1+ sub-brands with connected identities
‣ Feels/sounds like an extension of parent brand
When to use it
‣ Audiences: overlapping/connected segments
‣ Relationship: prioritize parent brand connection

33. Connected brands
What it takes
‣ Disciplined maintenance
‣ Smart segmentation

39. Master brands
What it looks like
‣ One brand; no clear sub-brands
‣ Descriptive program/campaign/event names
When to use it
‣ Audience: connected to the whole mission
‣ Relationship: one org/idea/mission

40. Master brands
What it takes
‣ Standard maintenance
‣ Commitment

41. Cobranding

44. Cobranding
What it looks like
‣ Two or more distinct brands shown together
When to use it
‣ Partnerships focused on shared impact
‣ Significant sponsorship/donor support

45. Cobranding
What it takes
‣ Commitment to sharing space and credit
‣ Can take significant time and cost to maintain depending on the
arrangement

46. Let’s get to work.
Captionforphoto

47. 1. Define strategy: What do our audiences need? What
do we want them to think/understand/experience?
2. Creative expression: How will we communicate this
strategy in visuals? Language?
3. Clear guidelines: What are the rules? How will we
make decisions moving forward?
4. Capacity: What can we realistically create and
maintain?
Process

48. Don’t give events
their own logos (plus)
without a good reason.

49. It’s complicated?
Conduct an audit and
make a decision tree.

51. 1. Administrative assistance for synagogues
2. Adult education
3. Adult Mitzvah Corps
4. AIDS/HIV resources
5. The Aleph-Bet of Marriage
6. ARZA/ARZA Canada
7. Ask the Union
8. A Time to Prepare (URJ Press)
9. Bar/Bat mitzvah prep materials
10. Bedtime rituals for early childhood
11. Belin Outreach Awards
12. Biennial conventions
13. Bio-ethics study guides
14. Board workshops
15. Building maintenance information
16. Bylaws assistance
17. Caring Community programs
18. Carmel: College academic year
19. Chadeish T’filateinu
20. CHAI Curriculum: Learning for Jewish Life
21. Chai IMPACT Action Alerts
22. Children’s books
23. CHIP: The Chai Investment Program
24. Classroom materials
25. ClickonJudaism.org
26. Camp Coleman
27. Combined Reform Appeal (Canada)
28. Communicate!:
29. Congregational insurance program
30. Congregation of Learners Award Program
31. Consultation on Conscience
32. Crane Lake Camp
33. Cultivating the Future: Long-Range Planning
34. Curriculum consultation
35. Distance learning
36. Diversity discussion guides
37. Divrei Shir: Words of Song
38. Dues assistance information
39. Early childhood books
40. Early childhood education
41. Eating disorders program (Litapayach Tikvah: To Nourish
Hope)
42. Eisner Camp
43. Epstein Communicate Awards
44. Family education materials
45. Family Shabbat Table Talk
46. Fund for Reform Judaism
47. Ganeinu
48. Camp George
49. Get Out the Vote initiative
50. Goldman Union Camp-Institute
51. Greene Family Camp
52. Camp Harlam
53. Hava Nashira: Song Leading and Music Workshop
54. Hebrew Union College–Jewish Institute of Religion (HUC-JIR)
55. High school semester in Israel
56. Hineh Mah-Tov: Creating meaningful Shabbat morning
experiences
57. Hineini: Supporting Reform Judaism in Israel and the Former
Soviet Union
58. Holiday Happenings: An early childhood resource
59. Inside Leadership
60. Introduction to Judaism classes
61. Inviting Someone You Love to Become a Jew
62. Irving J. Fain Social Action Awards
63. Israel trips
64. Israeli Movement for Progressive Judaism
65. Iv’du B’simcha: Worship with Joy
66. iWorship listserv
67. Jacobs Camp
68. Jewish Chautauqua lectureships
69. Jewish Family Concerns
70. Kallot
71. Camp Kalsman
72. KESHER College Convention
73. KESHER Directory
74. KESHERnet.com
75. KEVA Program for adult learners
76. K’hilat Tzedek
78. Kibbutzim Lotan and Yahel, Israel
79. Kutz Camp
80. L’Taken Teen Political Action Seminars
81. Leadership development programs
82. Lehiyot: Access to Judaism
83. Lesbian and gay inclusion support
84. Lirdof Tzedek:
85. Long-term care insurance
86. Machon Kaplan summer college internship
87. Making It Count: Guidelines for Becoming a
Bar/Bat Mitzvah
88. Managing the Sacred: A Guide for Synagogue Board Members
89. Meitav Youth Fellowship for Reform Judaism Leadership
90. Membership programs
91. Mifgash Musicale
92. Mitzvah Day manual
93. Money Matters: Compassionate Guidelines for Talking Dues
94. Music education materials
95. Music resources and consultation
96. National Commissions on professional congregational
relationships
97. New Jewish Connections: A Home for Generation Aleph
98. Camp Newman
99. Community Shaliach Program
100. NFTY Convention
101. NFTY Mitzvah Corps
102. NFTY National Leadership Center at Kutz
103. N F TY: North American Federation of Temple Youth
104. North American Jewish Choral Festival
105. Office supplies from Quill
106. Olin-Sang-Ruby Union Institute
107. Online social action program bank
108. Online teacher training
109. Open Doors, Open Minds: Synagogues and Churches Studying
Together
110. Outreach education
111. Outreach Fellows
112. Outreach resources for temples
113. Packing for College
114. Panim el Panim: Face to Face—A Guide for Conversations
About Worship
115. Pensions for Jewish professionals
116. Presconf (presidents’ chat)
117. Program Directors of Reform Judaism
118. Progressive Association of Reform Day Schools (PARDeS)
119. Rabbinic transition assistance
120. RACNews
121. Reform Jewish Nurses Network
122. Reform Judaism magazine
123. Regional assistance
124. Regional biennial conventions
125. Religious Action Center of Reform Judaism
126. RJ Media
127. RJ Web-Builder
128. S’lichot and High Holy Day materials
129. Sacred Aging project
131. Scheidt Seminars for presidents and presidents- elect
132. Sh’liach K’hilah/Synagogue Associate program
133. Shabbat Across America participation
134. Significant Jewish Books study guides
135. Small congregations educational materials
136. Social Action holiday guides
137. Staying in Touch: A Congregational Guide to Better Serve Our
College Students
138. Striking Sparks, Raising Ruach: Programming for 20s and 30s
139. Student rabbis/student cantors 140. Support for new
congregations
141. Camp Swig
142. Synagogue affiliation workshops
143. Synagogue Match: Connecting Jews Who Move
144. A Taste of Judaism: Are You Curious?
145. Teacher in-service programs
146. Teaching aids for the classroom
147. Teaching certification
148. Temple–Chat
149. Temple Management Manual
150. Ten Minutes of Torah
151. Textbooks and teacher’s guides
152. Tikkun Leil Shavuot study materials
153. The Torah: A Modern Commentary, revised
154. Torah at the Center
155. Torah cantillation training
156. Torat Chayim: Weekly Torah commentary
157. Transcontinental Music Publications
158. Twenties/Thirties consultants
159. Tzedek V’Shalom: newsletter
160. V’Shinantam: National Teacher’s Newsletter
161. The Video Guide to Jewish Teaching (URJ Press)
162. What’s Missing from Our Congregation?…YOU!
163. When It Hurts Too Much: Questions and Answers about the
Issues of Assisted Death
164. Workshops for synagogue musicians
165. Worship materials
166. Worship music guidelines for small congregations
167. Worship with Joy: Visions of Prayer video
168. www.urj.org
169. Young adult programs
170. Youth advisor training
171. Youth suicide prevention and substance abuse
172. Youth Workers Conference
100+ Ways URJ Works for You

53. Wrap up

54. Brand Architecture
Strategies to strengthen your nonprofit’s family of
programs, events, and initiatives
E-BOOK
bigducknyc.com/brand-architecture-ebook

55. BOOK
Brandraising
How nonprofits raise visibility and money
through smart communications
bigducknyc.com/brandraisingeffect

56. Brandraising
Benchmark
REPORT
FlickrmemberGedCarroll
bigducknyc.com/brandraising-benchmark

57. The Rebrand
Effect
E-BOOK
bigducknyc.com/rebrandeffect

58. Takeaway?

60. Questions?

61. https://bloomerang.co/resources
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•Daily blog post
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62. https://bloomerang.co/bloomcon

63. Upcoming free webinars »
11/2, 1pm eastern
Developing Your Case for Support:
The Foundation For Your Fundraising Success
Robin L. Cabral, MA, CFRE
https://bloomerang.co/resources/webinars