Brandraising is a great strategy to use when trying to boost your nonprofit’s voice within your community. Now that you know the importance of reinforcing your nonprofit’s brand message through brandraising and increasing your reach, let’s dive into some tips on how to achieve this. Starting this process can seem a little daunting, but there are ways to effectively ease into this new stage. Here are 4 easy steps to beginning your journey to effective brand awareness:
Take a Good Look At Your Brand
The first step to reinforcing your brand is to, of course, get a grasp of what it’s about. You know what your nonprofit does, but can you say it in a short and ‘digestible’ way? This can be a lot more difficult than it sounds. While your entire message is important, remember that it also needs to resonate with people. Incorporating every detail of your mission might not be the best course of action. Create a short (1 or 2 sentence), memorable ‘elevator pitch’ that reflects your organization’s mission and goals.
Get to Know Your Community, But From a ‘Marketing’ Perspective
Now that you have your message down, how will your community take it in? The point of this exercise is to set yourself apart from nonprofits in your community with similar missions. For this to happen, you must think about what the people who need your services will be most attracted to. What will resonate with your audience? Going out and getting to know the inner-workings of community is the easiest way to answer those questions. You will find out exactly what people need from your nonprofit and how your mission will fit into that. Since you’re already engaging with your community, take note of common questions and outreach by staff, volunteers and service recipients. Use recurring points as a means to bolstering your nonprofit brand.
If Possible, Have a Dedicated Staff Member to Work on Brandraising
This is is a lot to ask of a nonprofit with limited resources, but it’s a great way to ensure that your investment doesn’t fall to the wayside. If a nonprofit relies on a few, equally busy case workers or program managers, delivering your mission will inevitably take precedence over branding. This is okay since your mission is important. However, it may cause your brand message to become buried under a mountain of responsibility. Having a team member dedicated to ‘brand messaging’ could immediately ease that burden. This ‘expert’ will give your brand the attention it deserves and ensure it aligns with the organization’s message. If you’re unable to dedicate the resources, it is possible to reflect your brand message through social media conversation.