How To Tell Your Strength Story: Nonprofit Storytelling #5 1/2

Getting Attention

differentiation). . Guru-of-most-things Seth Godin recently summed up the value of differentiation : If there’s not at least one thing that’s distinctive about your organization—OR if you have that unique strength but don’t highlight it—you’re toast.

Dove: A Lesson in Brand Differentiation

Mission Minded

In spite of the persuasive critiques of Dove’s 9-year old “Real Beauty” campaign, the most recent installation is clearly articulated and brilliantly executed from a branding perspective. There’s a lot to question in our beauty-obsessed culture, and Dove has clearly, positively differentiated itself in the beauty marketplace by relentlessly marketing a single, overarching message: we should [.].

Trending Sources

The 5 laws of nonprofit branding

Nonprofit Marketing Blog

Today, I quote five laws on branding from my talk with Raphael Bemporad of BBMG. We’ve found that most successful organizations follow five laws of branding. Own a word in the mind of your audience that differentiates your organization from all others. The power of a brand is inversely proportional to its scope. Identify the one thing you do better than anyone else, and focus your brand on that unique value proposition.

Law 33

Branding Your Nonprofit: An Investment in Your Tomorrows

Fundraising 123

So, how do you differentiate yourselves from others to access the funding dollars you desperately need? How can you create a brand without spending a fortune? Focus on the cornerstones of a brand: name, packaging, history, reputation and customer experience. Name If your name says it all and has brand recognition, keep it. If your organization''s name doesn''t speak to who you are, and you don''t have big bucks to build your brand, confusion can result.

Social Media Can "Help" Build & Promote Your Personal Brand - Part 1

Diva Marketing Blog

Social media can amplify your personal brand, but the presence itself cannot be a substitute for a personal brand. Personal branding is a sizzling hot topic. However, some say personal branding is little more than a Kimbaya campfire "feel good" song.

How Nonprofits Can Be #InstaAwesome on Instagram

J Campbell Social Marketing

Instagram is a marketing powerhouse for brands, companies, and nonprofits alike. Another key characteristic that differentiates Instagram from social media stalwarts Facebook or Twitter is the way in which people use it.

Media 71

How to Measure the Performance of your Government Social Media Initiative

Public Sector Marketing 2.0

Objective: To attain an average rating of at least 9/10 on our annual online brand reputation survey this year for the question relating to trust. This post is based on a comment I left on the following OECD blog post the other week : Measuring government impact in a social media world.

Be Honest About Competition—It Might Just Make You a Better Collaborator

Mission Minded

Blog Nonprofit Branding attribute brand branding collaboration competition differentiation market partnership unique People don’t like to talk about competition in the nonprofit world. Competition suggests a dog-eat-dog fight to the finish that would have one valuable nonprofit entity edging another out of the marketplace.

Acquisition: Why ‘Best Practices’ Suck

The Agitator

So couple lack of innovation (the duplication of the same old/same old prospecting packages) with the horrid absence of brand awareness and you have 90% or more of today’s acquisition mail. There’s not a copywriter alive who doesn’t hate the mindless, idiotic spend many organizations make on ‘brand building’. The fact is that where there is no brand recognition for a nonprofit there is likely to be poor acquisition.

How To Turn A New Brand Into a Fresh Admissions Campaign

Mission Minded

Being crystal clear on the brand of your school—that single big, differentiating idea that you want to be known by—is how smart schools create an admissions campaign that excites everyone from faculty to would-be families. Blog Independent Schools Nonprofit Branding

How To Turn A New Brand Into a Fresh Admissions Campaign

Mission Minded

Being crystal clear on the brand of your school—that single big, differentiating idea that you want to be known by—is how smart schools create an admissions campaign that excites everyone from faculty to would-be families. Blog Independent Schools Nonprofit Branding

Nonprofit branding and the role of organizational culture

ImpactMax

I’ve watched the evolution of nonprofit branding since the topic first hit The Chronicle of Philanthropy years ago. I’m just one of many “thought-followers” on this topic, but I’m intrigued by the important role that organizational culture plays in nonprofit brands. flickr/onlinewoman.

Is Your Logo Effective? Tips to Evaluate Your Visual Identity

Kivi's Nonprofit Communications Blog

This second post focuses on logos and how they relate to branding. People are passionate and loyal to brands they feel connected to, and that doesn’t just apply to coffee and sneakers, it’s relevant to nonprofit brands too. Guest Post by Julia Reich, Julia Reich Design.

Who Are You?

Marketing for Nonprofits

According to Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) that Engage Customers and Ignite You Business , “voice is about how you write…but in a larger sense, it’s also about how you express your brand. Build on your brand.

Infographics & Data Visualization: Not Your Grandmother’s Pie Chart – Part 2

Kivi's Nonprofit Communications Blog

We had done a lot of interviews with donors and clients and we wanted to differentiate this one to show how much we did this past year.

Video Making for Fun and For (Non)Profits

Kivi's Nonprofit Communications Blog

5) Use the icon of your brand, no matter how large or small, to help tell your story. The plan was to use our flagship brand, identified by our fans and target audience in their trademark West Point-inspired uniforms, and place members in uniform in real life situations. Sean King.

Graphic standards do not create a brand

Donor Power Blog

I wish "branding experts" would read the Freaking Marketing blog, especially this post: Marketers Don't Know the Meaning of Branding. What many nonprofits and companies call "brand guidelines are actually just graphic design guidelines. When that happens, you miss the point: Real brand-building involves much more than graphics. when a book of "brand guidelines" inhibits innovation, differentiation. Tags: Branding

Study Links NFL Sponsorship and Purchasing Decisions. Does it apply to Cause Marketing?

Cause Related Marketing

Called “The Effect of Fan Passion and Official League Sponsorship on Brand Metrics: A Longitudinal Study of Official NFL Sponsors and ROO,” the study was co-authored by Anne Rivers of the New York City firm Brand Asset Consulting. A study from Kirk Wakefield, Ph.D.

First Things First

The Agitator

He warns that as a marketer you can become so focused on differentiating your offering from your competitors that you forget the need to address your prospect’s first option … which is to do nothing. branding communications copywriting Don't Miss these Posts donor retention fundraising loyalty nonprofits Seth GodinSeth Godin offers a valuable reminder in his recent post, Accentuating Differences. He’s talking about a sin I know I’ve committed in the past.

3 Steps to Video Annual Report Success: VolunteerMatch Case Study

Getting Attention

Your theme guide the writing, editing, and branding of the video, and it will be helpful for differentiating this year’s video from next year’s if you decide to do more video. I dug into VolunteerMatch’s recent annual report in video format the minute it reached my inbox.

Is your organization bright, bold and visually salient?

Nonprofit Marketing Blog

But further investigation revealed something more: The change made it harder to spot Tropicana on a store shelf or to differentiate it from other brands. Dan Ariely of Predictably Irrational fame had an interesting recent post on Tropicana’s marketing debacle. Remember that?

Stand Out

The Agitator

Recommendation #4 is Differentiate (or die, as the famous book on branding admonishes). branding communications creativity direct mail direct marketing Don't Miss these Posts DonorTrends fundraising nonprofit management nonprofits online fundraising

Cause Marketing vs. Sponsorship – What’s the Difference?

Selfish Giving

In addition to being a wonderful author who’s written two of my favorite books on cause marketing, Cause Marketing for Nonprofits and Breakthrough Nonprofit Branding (with Carol Cone ), Jocelyne has been a great mentor to me and other cause marketers.

Last Chance -Deadline for Reinvigorating Your Messaging

Getting Attention

“We needed to do a better job positioning our unique value and differentiating the Partnership from mentoring programs, but just couldn’t get there on our own.

How to make a magnificent mini-impression

Nonprofit Marketing Blog

Differentiate. How did the company use the commercial to portray its unique brand? People decide very quickly whether something appeals to them - usually in a matter of seconds. If you work in communications, marketing or fundraising, it’s wise to remember to focus on that mini-impression formed in the first few instants of engagement. You can be sure the Super Bowl advertisers knew that - heck, they were spending $116,667 a second to make a good impression.

10 Dumbest Words Used By Fundraising Consultants

The Agitator

Specifically, I’m singling out those fundraising, branding and communications consultants whose misuse of words and aversion to simplicity and clarity only serve to muddy the waters with their confusion.

If content is king, how do you become king of content?

Nonprofit Marketing Blog

about natural and organic foods, presumably to position the Whole Foods brand as the world’s though leader in natural and organic foods. In addition, your point of view should be differentiated from competitors’ views, original, and perhaps even somewhat counter-intuitive.

Being More Creative

Social Marketing and Social Change

Learn the fundamentals of strategy , branding , copywriting , and design - maybe someday we’ll see courses like these in schools of business, engineering and public health, Until then, try those last four links.

Will Social Media Influence The Travel Channel Launch's of "Deep Fried America?" An interview with host Jay Ducote

Diva Marketing Blog

While I would be just another guy in the kitchen, taking the food blog route helped differentiate me. It definitely helped grow my blog and my brand. Whatever your theme or brand is, stay consistent with it. It helps build and audience and grow a brand.

Mine's Bigger than Yours Is: Enter Your Tagline in 2009 Awards -- Deadline Friday

Getting Attention

It's a bit long but works well to differentiate that block from all others in the city. Tags: Awards Branding and Messages Nonprofit Communications Taglines You're right. Mine's Bigger than Yours isn't really the 1,400th tagline entered in the 2009 Nonprofit Tagline Awards. But that's the essence of the tagline from Fourth Arts Block. Here's the real thing: More Art per Square Foot than any Other Block in NYC. I like it.

Time is running out: Just 3 days left to save $200

Getting Attention

“We needed to do a better job positioning our unique value and differentiating the Partnership from mentoring programs, but just couldn’t get there on our own. Branding and Messages

5-Star Nonprofit Taglines – MS Society Fundraising Events

Getting Attention

Here are two more examples, from much smaller organizations, that clearly differentiate their special events. Tags: Awards Taglines branding event fundraising messaging Morrin Society MS Society special event tagline tagline awards tagline awards program Team Story Project

The Effectiveness of Health Campaigns that Combine Products and Promotion

Social Marketing and Social Change

Improving the collection of information about priority, or target, groups to improve the understanding of possible differential effects of programs based on age, gender and race/ethnicity (though I would argue that there are more important variables to consider than the old epidemiological standbys). "Combining product distribution with a health communication campaign results in greater behavior change than using a health communication campaign alone."

Cone Study to Local Nonprofits: Now is the Time for Cause Marketing

Selfish Giving

Cause Marketing Differentiates Brands and Drives Sales. And a whopping 80% of consumers would switch to a brand that supports a cause when price and quality are equal. Focus on building your brand.

We Cannot Fundraise Alone

The Agitator

This comes from two sources: (1) Those with a political agenda which means they don’t like the fact that charities have to raise voluntary funds and (2) The brand police who seek to control everything the fundraising function does, weaken their messaging, then expect fundraisers to raise money and hit their targets anyway. Hopefully The Agitator has stirred the pot constructively with some of our recent rants ( here and here ) about fundraising atrocities, as they are found in the US.

Peggy Lee Cause Marketing

Cause Related Marketing

All you needed was a cool bottle and a fancy brand and the distribution to match and you were in business. Increasingly the water bottlers are turning to cause marketing to help them differentiate and remain commercially viable. The water business used to be a pretty sweet deal.

Build Your Message Team: Part Two—Groundwork

Getting Attention

Include the message platform and some context on why and when the messages were developed, how they connect with each target audience, and how they differentiate your nonprofit from organizations competing for attention and action. Start here with Part One.

Saying Thanks In The Digital World

Diva Marketing Blog

Although I now appreciate the hand written thank you note (it's an amazing differentiator!), Post your tip for how to use social media for branding on this Diva Marketing post And on this MSN Business On Mail Post. Show of hands please.

Acquisition Topics

The Agitator

The Product — Thinking about what are you selling … DifferentiationBranding … Weighing the competition … Gaining visibility. Roger and I have begun preparing a series of posts focusing on donor acquisition. Here is a list of topics we plan to cover … although perhaps not as systematically as this outline might suggest. We’ll probably jump around as events, bloggers and our readers inspire us. Investing — What should you pay? … How much should you spend? …

Lending for Change -- 700th Entry in 2009 Tagline Awards -- Enter Your Tagline Today

Getting Attention

The staff there has done a terrific job in shaping a pithy message that showcases not just what they do, but the impact of the organization's work (which clearly differentiates it from other lenders). If you do, you’re doing everything you can to undermine your organization’s brand. Tags: Awards Branding and Messages Nonprofit Communications I love this tagline from The Loan Fund , an alternative lender in New Mexico.