Who Brands Your Nonprofit? Who Tells Its Story and How?

Harnessing the power of co-creation requires letting go. Particularly with organizational identity and messaging, there is an inherent need to control every word. Consistency is often valued over accessibility. Researchers at Harvard University’s Hauser Center for Nonprofit Organizations found that successful nonprofit brands have elements of democracy baked into them, trusting that the “story shapers” have an understanding of the organization’s core identity. If organizations want greater community ownership of the cause, then they need to allow staff, volunteers, participants and the greater public a true opportunity of ownership.