Non-profit organizations, as the name suggest, exist to operate for the goodwill and service of community or nature without any aim of earning a profit. Nonprofit organizations simply exist to make an impact in a community that will bring positive change. For this nonprofit needs a branding strategy that can help them create such an expectation.
Most of the big nonprofit organizations, like the World Wildlife Federation, Amnesty International, and American Red Cross, are all well-known because they had an impactful and successful branding strategy.
Importance of Branding for Nonprofit Organization
Although nonprofit organizations do not exist to make the profit, they still need to create a brand out of their organization and create unique brand value in the audience’s minds. This will help them differentiate their organization from others in the community.
With the right branding strategy, nonprofit organizations can also gain the trust and confidence of the audiences, which is important for them to accomplish their mission. Without the community’s trust and confidence, these organization won’t be able to gain funding and carry out their charity events.
This is why most of the big nonprofit organizations appoint some expert as their brand strategist. For example, Bill and Melinda Gates Foundation appointed Tom Scott as director of global brand and innovation. The purpose of these brand managers is not to generate revenue or increase the worth of the organization. Their purpose is to help that organization in creating a social impact.
Storytelling
To create such a social impact, nonprofit organizations first need to create a lasting impression on their audience’s minds. For this, they need to strengthen their brand by creating storytelling branding campaign that will compel people to join their mission. By creating storytelling campaigns, nonprofit organizations can communicate their values in a way that will inspire people to contribute in their efforts to create a social impact.
Emotions
To create a storytelling branding campaign, nonprofit organizations need to create a campaign that will appeal to the emotions of their audiences. This is not as easy as it sounds. For this, they must first completely understand what kind of emotion they want to create in their audience and how they will appeal to that emotion. This is so the people can relate to the values of the organization so they are more likely to contribute to your cause.
Visual Design
To create such emotions in your audience’s minds, you need to create visual assets and content. Start with creating a logo design that is relevant to your cause and design visual assets that communicates your values and story to the people.