What's Your Personal Brand?
Relative to the first bullet, our Marketing 101 books tell us that American consumers want to be aligned with the best — the best product, the best service, etc. In the nonprofit world, the same thing applies. Donors want to know they are backing the leader in the cause — the best at delivering the mission or attacking the problem. That is why it is so important for a nonprofit to define itself as the leader and back it up with proof. It's not just in one communication or one action — it must be a message that is clear and consistent across the whole communication stream and all the actions of the organization.
Relative to the second and third bullets, how many times have we talked about nonprofits needing to connect and build relationships with their constituents? You hear it from me a lot and other experts and leaders in the industry. But at the very heart of a relationship is a "value." An organization's brand needs to be consistent and continuous in defining the value it brings to the relationship and providing that value to those it is serving. We're not talking about a logo. We're certainly not talking about a tagline. We like to use words like "brand essence" and "brand impact," and it is often hard to quantify.
What is suggested above is that quantifying the value is critical. For people to connect with a brand once is not the same thing as keeping someone engaged with the organization. Quantifying why someone should continue to volunteer his or her time, give another donation, or come back to your website is twofold. You must identify the value to the people you are serving through your mission, and you must also identify the value to the constituent who has chosen to support your mission. They are not the same, and it's a lot more than an annual report on your progress.
Vice President, Strategy & Development
Eleventy Marketing Group
Angie is ridiculously passionate about EVERYTHING she’s involved in — including the future and success of our nonprofit industry.
Angie is a senior exec with 25 years of experience in direct and relationship marketing. She is a C-suite consultant with experience over the years at both nonprofits and agencies. She currently leads strategy and development for marketing intelligence agency Eleventy Marketing Group. Previously she has worked at the innovative startup DonorVoice and as general manager of Merkle’s Nonprofit Group, as well as serving as that firm’s CRM officer charged with driving change within the industry. She also spent more 14 years leading the marketing, fundraising and CRM areas for two nationwide charities, The Arthritis Foundation and the American Cancer Society. Angie is a thought leader in the industry and is frequent speaker at events, and author of articles and whitepapers on the nonprofit industry. She also has received recognition for innovation and influence over the years.