Improving Your Non-Profit Branding in 2023

Non-profit branding is just so much different from any other form of brand building. It has a completely unique set of challenges, goals, and priorities. When you set out to make your organization as compelling and memorable as possible, it’s very important to understand that those traditional techniques that you may have learned may not be as relevant here. You’ll need to develop a special toolset. 

I’m going to go over some specific non-profit branding priorities that I hope will give you a deeper understanding of how to make your message standout. 

Finding your audience

First of all, the audience that non-profits are trying to reach is totally different from a typical product or company. They’re not consumers, they’re not purchasers, they’re not looking for a service - they’re looking for meaning. So your message needs to start there - how does your non-profit give meaning to someone’s life? Think about who your long-term supporters are, or who you’re hoping they’ll be. What gives them meaning? Think about your donors. The individuals, the corporations that you hope will connect with your cause. How will your work help give them meaning? What sets you apart from other organizations who may have similar goals? Ask yourself this! What sets you apart? You’ll need to be ultra-clear on why your supporters should rally behind you, and not someone else. 

You’ll also have to be ultra-clear when you’re recruiting the best employees. Your public brand should become the heart of your employer brand. You should define them both for yourself and your team. Why should your employees care about the work they do? Be specific. Ask them! Interview them, make them explain why they want to devote so much of their time and energy to your cause, your organization. Their voices should be loud and clear when your brand is being communicated. 

Mission statement and list of values

When you’re doing this work of brand building and defining and refining your message, it’s essential to develop your mission statement. A mission statement is great for any endeavor, but absolutely essential for a non-profit! 

That statement goes hand in hand with a list of values. A list of values is vital for communicating who you are, what you do and how you hope to serve, to help. This will clarify your message for you, and when it’s in front of your audience, they’ll be able to see immediately what you’re all about and why they should support you. 

Together, your mission statement and your list of values will be the backbone of your brand. They’re the wayfinders, the motivators, the reminders for you and your supporters about why you’re doing the work you do. I think the more specific you are, the more concrete details you include, the more effective you’ll be at connecting with that audience. 

Tell your brand’s story

People want to hear your origin story! Non-profit brands should feel personal and heartfelt. Your audience wants to know who you are and what’s made you care about this cause so much. They want to see if they want to be friends with you! If you share their passions, their complaints, their struggles. Again, this is where the traditional branding path diverges - you’re not building a customer base, you’re building a family. Your story is essential. Your supporters and your employees want to know, and internalize, what motivates you, what makes you care about your mission. Your passion is what will drive them to support you and help you to thrive. 

Whatever materials you produce, print, media, anything - always look for ways to tie them back into your origin story. This will do wonders to cement your connections to your audience. 

These are just a few things to focus on when building your non-profit brand. I hope they help! And if you ever need any advice, you know where to find me [https://universalevents-inc.com/].