The role of branding in the non-profit sector
When first setting up a non-profit, you may be thinking that branding should take a back seat. How could a logo and colours help in the grand scheme of the non-profit’s goals? Well, would UNICEF, Green Peace or The Red Cross be as recognizable without their iconic branding? Let’s not forget that branding, at its core, is your company’s face. It helps create a relationship between your non-profit and your audience. This creates loyalty, recognition, preference, identifiable values and trust.
Branding can take your cause from having a handful of donations to consistent donations and passionate volunteers. In this blog post we will discuss the importance of branding in the non-profit sector.
When creating the non-profit, sometimes the organizers may worry that a focus on branding should be an afterthought, implying that branding is associated with vanity. This is not the case.
A strong non-profit brand can help strategically advance a non-profit’s goals, mission, impact and growth. This will translate to:
Donations
There are over 170,000 charitable and nonprofit organizations in Canada. It can be very overwhelming for a person to find a cause to donate to. When supporters feel connected to your brand’s story, brand’s values and your brand’s cause they are more likely to donate on an ongoing basis. Visuals add an easy way for donators to get a quick glimpse of who/what the nonprofit is for. What energy they bring to the nonprofit community. What personality the non-profit has. If your branding can communicate the non-profits mission and/or goals it is more likely to stay front of mind for potential donors.
Credibility
With a fully realized brand, consistent language, visuals and overall style, your donors will see your organization as… well, organized. A fully realized brand from the perspective of the donors equals to, “this non-profit has a clear vision”. “This non-profit wasn’t created overnight and they are determined to reach their goals”. “This non-profit will manage the money I donate wisely and honestly”. The eyes of your donors to donate resources more consistently and with greater enthusiasm as opposed to weaker, less consistent, less thought out brands.
Talent
FOMO (Fear Of Missing Out) is a real feeling humans feel, and it’s not just associated with house parties or concerts. With a strong, passionate, organized brand, volunteers will see their time and efforts as actually working towards a tangible goal. Creating an exciting opportunity for volunteers to be a part of a positive change. Fostering the feeling of FOMO. The consistency of the way a brand looks and the language a brand looks can build hope around that specific cause. The combination of an organized brand, beautiful branding and promise of change will attract amazing, driven, talented board members and volunteers.
Partnerships
Creating an organized brand will build a positive reputation. Using volunteer’s time wisely, using donations wisely, making a positive change in this world with concrete goals with a clear mission will only increase trust within the community. This will attract and maintain useful partnerships with other brands. Aligning a non-profit with a brand will only increase trust, donations and eyes to the non-profit.
Branding is so much more than “just” a logo, it’s the story, goals and mission of the non-profit. Creating a brand right the first time is imperative. Contact Sunday Roast to get your dream #DoGood brand started!
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