Branding: It's About What You Do

To most people in the community, some of whom may have benefited directly or indirectly from this organization's efforts, it was just another nonprofit out there doing whatever it is nonprofits do.

Instead of effectively cultivating goodwill and new revenue streams by letting the community know the impact it was having on the lives of so many beyond its direct client population, this particular organization was content to be one of the best-kept secrets in town.

Bring community into your communications
Tell the world how the entire community benefits from your work. Whether your organization provides housing, health care, literacy classes, or drug and alcohol rehab services, or supports conservation efforts or human rights, whatever, we all — as a community — benefit from your work. And that's a message each and every nonprofit needs to emphasize, as does the sector as a whole. It's not about our client base; it's about all of us.

Larry Checco is president of Checco Communications and author of "Branding for Success: A Roadmap for Raising the Visibility and Value of Your Nonprofit Organization." This article is excerpted from his Branding Bytes newsletter.