How to Create a Winning Brand Strategy (and Why It's Critical for Nonprofits)
A few years ago, Omar Mahmoud, chief of market knowledge for UNICEF’s private fundraising and partnership division, presented at the United Nations on the topic of corporate/nonprofit partnerships. Corporations are increasingly partnering with nonprofits to boost their credibility and trust, and the conference was designed to help nonprofits become more brand-savvy as they build collaborative programs with private sector businesses.
After a few slides highlighting the expected corporate mega-brands, Mahmoud, who worked at Procter & Gamble before he joined UNICEF, shifted gears into less expected territory. He talked about the brands of icons like Barack Obama and David Beckham. Next, he shared an example of India’s campaign to rebrand the entire country to encourage tourism and investment—which included training everyone from customs officers to taxi drivers—in order to change visitor perceptions and influence tourism. Lastly, he covered nonprofit brands like Greenpeace, Amnesty International and beyond.
Sarah Durham is president of Big Duck, a New York City-based branding, marketing and fundraising firm for nonprofits. She serves on the boards of the National Brain Tumor Society and the New York Chapter of the Association of Fundraising Professionals (AFP).