The Benefits of Non-Profit Branding

June 10th, 2021 by dayat No comments »

To the uninitiated, branding is synonymous to the image of a logo. Yet, branding is much more than a logo. What then, is branding? “Branding is endowing products and services with the power of a brand” (Kotler & Keller, 2015). One can clearly tell from this definition that branding is much more than a logo, a website or a brochure.

In times past, non-profits adopted the concept of branding mainly for fundraising purposes. Today, branding has evolved beyond fundraising purposes and offers the following benefits:

1). Builds Trust

An effective branding strategy that communicates the impact of a non-profits work engenders trust. By sharing its’ activities and progress, people become aware of the role the non-profit plays in its’ community. With the trust earned, a non-profit can easily garner support for its’ causes.

2). Advocacy / Expanded Support Base

Once people become aware of a non-profits’ work, it becomes easier for them to connect with its’ brand. Consequently, they not only become loyal adherents of the non-profit but they also become its’ advocates. This can serve the non-profit in many ways. For instance, success stories shared on a non-profit’s social media page can be re-posted by loyal adherents and shared with their friends. Such activities have the power of expanding a non-profit’s support base since a wider audience is reached through the act of sharing.

3). Increased Funding Opportunities

A strong brand improves the rate of success of a non-profits’ funding endeavors. By creating a positive brand image, it becomes easier to engage favorably with funders and stakeholders alike.

4). Facilitates Partnership Formation

A strong brand makes it easier for a non-profit to forge meaningful partnerships. The ability to collaborate with other organizations enhances a non-profits ability to implement projects that have a wider reach/scope. This in turn creates a favorable perception for the non-profit and influences its’ fund-raising potential.

5). Reflects a Non-Profit’s Identity

According to Nathalie Kylander & Christopher Stone (Spring 2012 Blogpost), a ” brand embodies the identity of the organization, encapsulating its mission, values, and distinctive activities”. In essence, a thoughtfully planned and executed brand image will convey the ideals of a non-profit to its’ constituents and the general public in an effective manner. It will aid in reflecting the unique value proposition of a non-profit while differentiating it from other entities.

Thus, its’ constituents and the general public will be in a position to familiarize themselves with the vision of the non-profit while keeping track of its’ achievements. As a result, the process of nurturing relationships with supporters(such as volunteers) and sympathizers to its’ cause while entrenching its’ position will be greatly improved.

It is essential for a non-profit to develop a compelling and consistent brand since it engenders trust among its’ audience, expands its’ support base, increases its’ funding opportunities, facilitates its’ ability to forge partnerships and reflects its identity.


Creating Great Non Profit Websites

March 10th, 2021 by dayat No comments »

Quality web design and maintenance can be pricy. Therefore it’s not surprising that when building websites non profit and charity organizations often come up lacking in both design and features. By necessity, these organizations provide a minimal budget for advertising purposes – including website design and hosting. However, with a few creative solutions, non profit websites can be just as dynamic as those of mega corporations.

There are a variety of free or low cost website hosting options available. Many of these offer simple template design, or optional software (WYSIWYG) that allows someone with no HTML skills to easily design an entire website. Although this solves the problem of actually getting the site online, it doesn’t help to make the most of it. These inexpensive websites are often built by volunteers or clerical employees of the non profit organization. As these people are not necessarily webmasters or marketing and IT pros, the resulting websites may lack functionality or basic user-friendly design.

If you are charged with the responsibility of designing a website for a non profit organization, here are a few simple tips to help you design a great website.

Encourage Volunteerism and Donations

Because promotion is the entire point of websites, non profit organizations need to promote their cause. Naturally this means putting a lot of information on your website. However, it doesn’t matter how much you emphasize the importance of the cause if you don’t give people a way to do something about it.

If you don’t have a payment system on your non profit website, a simple PayPal donate button can be added easily and costs nothing (your charity will need a PayPal account, however). Make sure your donation button isn’t buried among graphics and text. It should be predominant on the home page, and available on every page of the site. Leave bit of blank space around it to make it stand out. Place a link to a page of information about the good things you’ve done with donations near the button. Hesitant donors will want to see where their money is going.

Your website home page should also predominantly feature a link to a page on information on volunteering. It’s a good idea to include a little info about volunteer programs on the home page, but give this section is own page as well. In addition to the contact address or form, include detailed information about the benefits of volunteering and the requirements for volunteers. If they have came to your non profit website, they already have an interest in helping. However, people want to know what they are signing up for in advance.

Make Your Non Profit Website User Friendly

Even people who support your non profit organization won’t stay on your website long if it’s difficult to use. Make sure navigation is clear, and every page is accessible. Keep graphic sizes to a minimum. This is often a cause of slow websites – non profit and charity websites typically post a lot of pictures. While this can be quite effective in winning support, they load slowly. Use thumbnails linked to larger photos, and if you have a lot of pictures include a photo gallery page. People will expect this page to load slowly.

Ascetic appeal is important in websites and non profits are no exception. Use a consistent, pleasing color theme. Give your websites the same color scheme as your non profit’s logo if you have one. This aids in recognition.

Keep Your Content Relevant

Relevant content is one of the main requirements for successful websites, non profits included. Post as much information about your organization as you can. Include history, successes, current projects and future plans. Often, non profit organizations are considered potential scams, and people want to verify your credibility before donating time or money.

Include links on your website to news articles, award won, and affiliations. When people can go to another website and see mention of your non profit they believe you are for real. Success stories, statements from members, and details of current/future plans also helps prove credibility.