Slide 1: Branding for Nonprofits
Bonnie McEwan President MAKE WAVES
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Slide 2: What Is a Brand, Anyway?
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Slide 3: SYMBOLS
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Can you tell from the symbol alone whose brand this is?
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Full logo
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How about this one?
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Girl Scouts logo and name
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Harley Davidson logo full
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Planned Parenthood Federation of America
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Slide 20: SLOGANS
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Some nonprofits are known more for their slogans than for their logos.
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Slide 21: A mind is a terrible thing to waste.
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Notice that the United Negro College Fund no longer spells out its full name in its new logo. How effective is it to go by only initials? A corporate example is KFC.
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Slide 23: Inspiring all girls to be Strong, Smart, and Bold.
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Slide 25: The positive place for kids.
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Boys and Girls Club--Logo, slogo, Name
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Slide 27: Have faith. End hunger.
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The Christian imagery is subtle. The fish inside the slice of bread. Loaves and fishes.
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Slide 29: Democracy in action.
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Slide 31: PROGRAMS
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Some nonprofits are well known through their programs.
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Slide 32: Which organization runs an annual cookie sale?
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Slide 33: Girl Scouts
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Slide 34: Which organization holds the March for Babies?
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Slide 36: Which organization coordinates the Race for the Cure?
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Note that the Susan G. Komen Foundation now uses the name of its main program in its logo.
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Slide 38: What is the primary organization affiliated with the AIDS walk?
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It’s interesting to see how an organization’s name can become a liability as time passes. AIDS is no longer a gay-only issue (It never was.) And GMHC serves many more groups than gay men. The YM and YW Cas have a similar problem with the word “Christian.” Here again, they use initials only in order to avoid using the problematic word in their name. Is there a better solution?
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Slide 40: Which foundation runs the truth campaign?
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Slide 41: American Legacy Foundation
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Slide 42: BRAND EQUITY
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Just as you build equity in a house, organizations invest in their brands over time. The cumulative equity is a brand connotes its value.
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Slide 43: Building Brand Value
• Recognition • Reputation • Customer Satisfaction
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Key components of brand equity. The first two build up over time, often m any years. The third must be earned in real time, every day, over and over again. It feeds reputation and recognition. Recognition alone is not enough. Many people recognize Enron, for instance, but not in a good way.
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Slide 44: Mission Fulfillment
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I always think of the Salvation Army as an organization that is a shining example of mission fulfillment. They don’t have a glitzy logo or a cool name. They just do their job helping people and they get great results. They seem to always put mission first.
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Slide 45: Brand Challenges for NPOs
• • • • • Multiple Audiences Maturity Organization Culture Name Changes Changes in Operating Environment
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Since nonprofits have many audiences -- donors, clients, families of clients, government regulators, etc. -- it can be esp. difficult to build strong brand equity with all audience segments. Key issue -- Our income usually does not come from our primary customers (the people who directly benefit from our services).
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Slide 46: Today’s Brand Environment
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Slide 47: Nonprofit Numbers - 2007
• • • • • NYC: 25,000 NYS: 94,000 NJ: 39,000 CT: 19,000 US: 1.5 million
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Slide 48: New Nonprofits - 2007
• 64,176 (IRS) • $425 million just to create these ($5,000 each)
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There are more and more nonprofits every year. How many are truly top performers? How many merely fragment the donor market and create needless competition? Do we really need all of these organizations?
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Slide 49: Funding - 2006
$295 billion • 83% individual gifts ($245 billion) • 33% to religious groups • 8% are bequests
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While $295B seems like a lot, much of it goes to churches, synagogues, temples. There is a small pie of foundation dollars. Corporate funding is tiny, yet we put a great deal of effort into courting corporate sector.
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Slide 50: Media Marketplace
• • • • • Fractured Crowded Simplistic Episodic v. Systemic Celebrity dominated
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And there is tremendous competition among nonprofits for attention in the media, both traditional media and, increasingly, online media. Are we promoting our causes, or our organizations? How much attention should go toward promoting our organization versus our cause? How about results?
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Slide 51: 64,176 New Competitors
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Slide 52: THE FOR-PROFIT MODEL
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Slide 53: Tried & True Strategies
• Repetition, repetition, repetition (aka - ad campaign) • Persuasion (aka - selling) • Public Relations (aka - spin)
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The for-profit model uses standard techniques. The reason for this is that they work. But do they work as well for nonprofits?
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Slide 54: Newer Techniques
• Social media, Web 2.0, etc. • Sector-focused media (NYNP Press) • Media we control (web sites, newsletters, videos) • Corporate partnerships & promotions
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The “new” media offer opportunities that traditional media does not, but this is not a panacea. Also, there are no “m ediators” (editors) in the blogosphere to help people (our audiences) filter and find the right info.
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Slide 55: Common Denominator
COMPETITION
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Bottom line -- the corporate, for-profit model is all about competition. That’s fine for them. Is it fine for us?
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Slide 56: TOWARD A NONPROFIT MODEL
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Slide 57: Why Have Nonprofits?
• You provide services and products that for-profit entities will not. • You provide private alternatives to government. • You provide vehicles for the development of civil society.
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There are reasons that the government allows tax exemptions for nonprofit organizations. We really are different. Maybe we should have a different model of branding.
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Slide 58: The Nature of the Beast
• Multiple audiences - donors, clients, regulators, volunteers, etc. • Bottom line = social goods • Your competitors are also your collaborators in achieving social change.
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Slide 59: A Model of Our Own
• Brand collaboration over competition. • Brand results in terms of changed lives. • Minimize duplication, maximize resources.
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Slide 60: Can That Really Work?
• Yes, according to John Nash, 1994 Nobel Laureate in Economics. • A Beautiful Mind - his story • Nash Equilibrium: All players benefit if information is open to all and mixed strategies are used.
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Nash developed an economic concept that says all players in a group (coalition) can win IF information is openly shared and IF the various players use a mix of strategies. This is part of game theory. This could translate to a coalition of nonprofit groups dividing up the work (each employing a different strategy to move a common mission) and openly sharing information (all players have access to each other’s research, for instance). Everyone wins because together they get results.
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Slide 61: Huh?
• Obama/Hillary: A zero-sum game.
- Competitive model - Half of the voters “lose” and are unhappy. - Results in a problem = How to bring everyone together to achieve common goal?
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As opposed to a zero-sum game. Here’s a recent example that most of us are familiar with.
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Slide 62: What’s the Alternative?
• Nash Equilibrium says that when information is open to all a balance will result in which all players achieve some individual gain (aka money). • Bonus = More progress toward common goals (aka results).
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Slide 63: COALITIONS
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Here are some examples of nonprofits working together to get results that help all. And one example of a group of for-profits working together to get sales and also to have an impact in making social change.
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Slide 64: Causes in Common
Causes in Common is a coalition of activists from the LGBT Liberation and Reproductive Justice Movements that work together toward common goals.
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Slide 65: Causes in Common Coalition Partners
• Association of Reproductive Health Professionals • Center for Reproductive Rights • Community HIV/AIDS Mobilization Project (CHAMP) • Lambda Legal • National Gay & Lesbian Task Force • Planned Parenthood Federation of America • Pro-Choice Public Education Project • The Center for Genetics and Society • Queers for Economic Justice • Empire State Pride Agenda • Family Pride Coalition
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Slide 66: Results
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Slide 67: SmartTransportation.org
SmartTransportation.org is a coalition of nonprofits dedicated to promoting awareness and the availability of clean technology in the transportation sector in the U.S.
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Slide 68: SmartTransportation.org Coalition Partners
• Stopglobalwarming.org • American Lung Association of the City of New York, Inc. • The New York League of Conservation Voters • National Resources Defense Council (NRDC) • Set America Free • The Sierra Club
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Slide 69: Results
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Slide 70: Divided We Fail
Divided We Fail is a coalition dedicated to ensuring that Americans have access to affordable, quality health care and long-term financial security.
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Slide 71: Divided We Fail Coalition Partners
AARP Business Roundtable SEIU National Federation of Independent Businesses • American Psychological Association • Disabled American Veterans • Human Rights Campaign • • • • • March of Dimes Foundation • MANA, A National Latina Organization • National Council on Aging • United Jewish Communities • Women’s Institute for a Secure Retirement
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How often do we see unions, businesses and progressive groups working together? This could be a breakthrough partnership and the people of the US could be the winners.
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Slide 72: Results
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Slide 73: Living Cities
Living Cities is a philanthropic, corporate and public sector partnership established to bring opportunities and the power of mainstream markets to urban neighborhoods and residents normally left behind.
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Slide 74: Living Cities Coalition Partners
• AXA Community Investment Program • Deutsche Bank • Ford Foundation • Bill & Melinda Gates Foundation • The Kresge Foundation The McKnight Foundation MetLife, Inc. Prudential Financial The Rockefeller Foundation • United States Department of Housing & Urban Development • • • •
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Slide 75: Results
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Slide 76: PRODUCT(RED)
(RED) is a partnership of iconic brands that have created (PRODUCT)RED branded products. A percentage of each (PRODUCT)RED product sold is given to The Global Fund, and the money helps women and children affected by HIV/AIDS in Africa
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Slide 77: PRODUCT(RED) Sponsors
• • • • • Myspace.com Motorola American Express GAP Emporio Armani • • • • • Converse Apple Hallmark Dell Microsoft
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Slide 78: Results
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This is the final slide.
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