What's Your Personal Brand?
Let's break down another piece of the article: How do you promote the value without simply self-promotion? Over my two decades of work with organizations, I've read multiple studies about what donors want. How many times do we have to be told that people want to know how the money is being used, what progress is being made and how their donation is making a difference? And how many times have we reviewed our messages to find that we have provided the stats and facts we are most proud of?
Again, many confuse the building of a brand or building awareness with self-promotion. In the end, it is about ensuring the organization can be counted on to deliver the value it has become known for.
This is a key piece of the puzzle. Most organizations create an annual report of some kind, where the progress is reported in great detail. The problem is the annual report is, well, annual. Typically it comes out once a year, and even worse, due to the expense, it often gets sent to only the best donors and best volunteers. Yes, the facts and figures are important to telling the story, but they are not the story.
This goes back to some of the concepts in the first three bullets — it's about knowing along the way and throughout the engagement that a donor has made the right choice to back your organization. An organization is a leader not simply because it says so. It's a leader because it has the stories of impact and the stories of progress. And, don't forget, the stories need to be relevant to the constituents who have made the decision to support the organization. It's not about self-promotion — it's about ensuring that supporters consistently reaffirm their belief the organization is the best at the cause.
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.