Branding

Hard to see, the Dark Side is—especially when you can’t use your lightsaber to light the way. Newmindspace, a Toronto-based nonprofit, has rebranded its popular charity lightsaber battles as the “Cats in Space Tour” after it received a cease-and-desist letter from Lucasfilm’s lawyers for using trademarked terms, the Toronto Star reported...

A sparrow landed on Bernie Sanders’ podium in Portland, Oregon and the Internet went bonkers. Within hours, Facebook, Instagram and Twitter were flooded with trending topics about #BirdieSanders. You Can’t Predict What Will Go Viral If I told you that a sparrow literally would perch herself on Bernie’s podium and light up the Internet, you’d…

It seems like you can't go a minute without some mention of the election in our 24-hour news cycle, which got me thinking, how does a brand compete with the deep pockets of presidential candidates for attention? This must be especially hard for nonprofit brands with limited resources. It's frustrating to me that many nonprofit…

Years ago, branding was considered the purview of corporations alone. But in recent years, branding is increasingly considered a useful strategy for nonprofits, too, particularly those that are struggling to distinguish themselves from peers when competition for donors, members or clients heats up. But what does the word “brand” mean for nonprofits today?...

Mission statements often have been mind-numbing, only good for bureaucrats and impressing funders. But your mission statement is part of your branding, just like your logo or website design. That's why it must be outstanding. Today's mission statements often are shortened to a few, pithy words that work across communication channels. The best ones express…

Goodwill Industries of San Joaquin Valley is taking a stand against competitors with a billboard that reads, "Say yes to Goodwill and say no to the box." The billboard is posted at the intersection of Thornton Road and Hammer Lane in Stockton, Calif., and will rotate to a new location every two months through June.…

The rampant, widespread use of boring, convoluted language is costing the social sector a lot of money. Here’s why: Nonprofits are spending more to get people involved in their causes simply because no one can understand what they’re saying. The language they use to convey who they are, what they stand for and what they…

Branding is never easy, but nonprofit branding poses special challenges. Potential partners, team members, donors and advocates can have wildly varying expectations when it comes to defining a nonprofit organization's profile. On the one hand, thriftiness and efficiency are held in high-esteem; on the other, there is a natural hesitation for stakeholders to engage with…

Something about the Council of Senior Centers and Services of New York City Inc. just did not sound right anymore. For one, the council, a nonprofit organization, does not operate senior centers. It advocates against the abuse of older adults, helps them apply for rental and food assistance, and lobbies for affordable housing on their…

No matter the mission, size or location of the organization, nonprofit professionals always are looking for ways to increase their fundraising numbers and invest more dollars into making the world a better, safer place. One way to do that is through nonprofit merchandising. With the technologies at every organization’s disposal these days, there’s no shortage of ways nonprofits can incorporate merchandising into their plans...