Building your brand for nonprofits
We all grew up hearing “don’t judge a book by its cover” but it’s easy to do so. When browsing in the library, you stop and look at the book with an intriguing cover. Think of brand image as your nonprofit’s “cover”. Brand image is just as important for a nonprofit organization as a for-profit company, some may argue it could be more important. How you appeal to your possible donors directly affects your success as a nonprofit.
Here are some ways to build a strong brand image for your nonprofit.
Create a strategy and stick to it
There are about 1.5 million nonprofits in the United States today. Choose a strategy that your nonprofit truly believes in. Sticking with one strategy will relay a consistent message across all channels of communications. Communication with your donors is key; when they look at your website and social media accounts, your authenticity will be proven by how consistent you are. Perception is reality. By staying consistent and using the same strategy throughout all channels you control what the donor’s perception of your nonprofit is.
Invest in your nonprofit’s online image
Your website is your best form of communication. Your donors will visit your website and expect to find the most updated information. We live in a day and age where technology is almost a second language. Keep it updated.
Whether it be your website, blog or social media accounts, post often and update frequently. Your design of your website should be updated as well. Take time in creating your website, pick a set of fonts and colors and stick to them. Logos are how donors will recognize you. Your font and colors in your logo should relate to your website and other social media.
Focus on your audience
Donors are extremely important to your nonprofit which means they should be your primary concern. Your donation page should be easily found and easy to use. Donate buttons are great—just be sure they look updated and are working properly.
Look into personalizing the donating process. Is peer to peer donating something that would be in line with your nonprofit? Offering donors to create a personal donation page that they could then share on their own social media will raise awareness of your nonprofit.
On top of donating, there are other call-to-action possibilities such as fundraising or volunteering. These are just as important as donating.
As stated above, there are 1.5 million nonprofits in the United States. Your website and social media should answer the question many donors are thinking: “why should I donate to this organization?” It’s likely that there are multiple nonprofits with a similar cause. Communicate what sets you apart. Use emotional appeals through storytelling and images to capture your donor’s attention.
In the process of communicating what sets you apart, be relatable to your desired donors. Your donors will feel more inclined to donate if they feel a personal connection with your cause and understand how they can make a difference.
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