WHY NONPROFIT BRAND BUILDING IS ESSENTIAL

WHY NONPROFIT
BRAND BUILDING IS ESSENTIAL

If you’ve read any of our recent articles about co-advertising and how we’re using the method to build nonprofit brands and sponsor brands in unison, then you probably remember what I’ve listed as one of the biggest challenges we face: nonprofit organizations are often times singularly focused on the good work they do to the point that they do not allocate time and money to build awareness in the community. That focus is what makes these nonprofits effective, but if the foundational work to build their brand is ignored, when they need engagement there will be a mountain to climb.

TRENDS

The benefits of brand building go well beyond an ability to immediately engage your audience. This is true of any brand but is particularly important for nonprofit brands that are susceptible to the rise and fall of social trends. Whether it’s a specific event or a news story that brings a need or issue to light in our communities, nonprofits can benefit from the increased awareness that press and publicity provide. But when a new issue becomes the focus and public interest wanes, the need remains. Brand building creates awareness for organizations so the rise and fall of social trends flatten out over time.

MORE APPEAL TO SPONSORS AND GRANT MAKERS

Outside of the fact that people are more likely to support organizations that they know and love, we’ve learned through our experience with nonprofits that organizations without well-developed brands and brand building foundations are less likely to be supported by sponsors and awarded grants. The investment in the brand shows a longer term strategy and reinforces that the organization is planning not just for the need today but future needs.

AWARENESS OF ISSUES

Yet another benefit of nonprofit brand building is an awareness of the social and environmental issues the nonprofit addresses. While the brand is introduced, the need and the reasons why people should care are introduced as well. This is especially relevant if a nonprofit is tackling a need that may not be a part of the social trends discussed previously.

We would love to connect and discuss how brand building can benefit your organization.