Branding

The Home for Little Wanderers, the nation's oldest and one of New England's largest child and family service agencies, has selected branding and design firm Corey McPherson Nash to handle its branding strategy. Corey will be responsible for brand strategy stretching across multiple channels for the renowned nonprofit organization.

Through more than 20 programs across Eastern Massachusetts, The Home is a leader in delivering services to thousands of children and families each year through a system of residential, community-based and prevention programs.

Once the immediate crisis passed, many 9/11-related charities broadened their mission to serve more people, such as rescue workers and their families or overseas victims of terror. Others have added educational programs to teach kids what happened on that tragic day.

The key: Adapt, or face irrelevance.

"You can't necessarily make an appeal for something that happened 10 years ago," says Jennifer Adams, CEO of the Tribute WTC Visitor Center in New York. "You have to have a current issue people want to support."

Perhaps if we understand why brand and fundraising are so incompatible, we can reconcile them and live out the rest of our days with pretty design, plenty of revenue and endless rainbow juice for our unicorns.

Orange County, Calif., supervisors approved a $1.5 million contract for a nonprofit’s mental health services program after the nonprofit agreed to change the name of its Promotora Program to include English words. The program is now called Community Outreach Services/Promotora Program.

The contract with nonprofit Latino Health Access to teach its Promotora Program to outside organizations was held up by supervisors two weeks ago after questions on the use of the Spanish word promotora when the program is aimed at educating people across Orange County on how to fight the early signs of mental illness.

"The past few years have been an exciting and evolving time in nonprofit and political direct marketing. To recognize the leadership that Kim Cubine and Lon Chapman have shown in our company through the years, it is only fitting that they lead our new company name. They have been part of the leadership team that has delivered record-breaking results for many years," said Jim Hussey, former president and now chairman of the newly named Chapman Cubine Adams + Hussey (CCAH) in announcing the company's new leadership structure.

Kim Cubine will assume the role of president effective immediately.

For decades, the uninterrupted programming on PBS has been one of its most distinctive selling points to audiences and philanthropic and corporate supporters alike.

But those leisurely stretches of break-free programs could be going away.

PBS officials told member stations at its recent annual meeting in Orlando that beginning this fall, the Wednesday science series “Nature” and “Nova” would contain corporate and foundation sponsor spots, promotional messages and branding within four breaks inside the shows, instead of at the very beginning and end.

It's difficult to resist petting these hard workers. But Freedom Service Dogs have a job to do. And the Englewood, Colo.-based organization that trains the canines and pairs them with people with disabilities who can benefit from these working dogs' help ensure that they're able to do that job.

The Boys & Girls Clubs of America is turning to 21st-century social media, including Twitter, to garner support for its mission. The organization wants to shed its “swim and gym” image and focus on its state-of-the-art technology offerings for students. Its principal supporters are mothers and other women, so it plans to appeal to them by holding its first Twitter party on Tuesday to spread word of its Club Tech centers, which provide computers, software and technology instruction.

Infogroup will reposition its various companies as product lines or services under the Infogroup brand beginning July 1, CEO Clare Hart told Direct Marketing News. As a result, well-known direct-marketing brands, such as Direct Media Millard and Edith Roman Associates, will no longer be used.

The Omaha, Neb.-based company will roll out the new organizational structure and branding on the one-year anniversary of CCMP Capital Advisors' acquisition of the data and services company.

Best Friends Animal Society and Susan G. Komen for the Cure are the two most-trusted nonprofit name brands in the country, according to the 2011 Harris Poll Equitrend study, conducted by Harris Interactive, a market-research firm.

The two organizations were followed by Shriners Hospitals for Children and St. Jude Children’s Research Hospital, which tied for No. 3 in the poll.