When it comes to furthering your nonprofit’s mission, attracting supporters and inspiring them to take action is essential. That's why it's important to invest time and effort in cultivating your organization's image across various print and digital marketing channels.
As your nonprofit expands and evolves, it's crucial that your image evolves as well. There may come a time when your organization’s values and personality no longer align with your brand—meaning the visuals and messaging you use to represent your nonprofit in your communications. When this happens, it may be time to consider rebranding.
Step 1: Define Your Goals and Values
The first step in rebranding your nonprofit is to determine what you hope to achieve through the process. Common goals for nonprofit rebranding include:
- Improving supporter engagement
- Increasing awareness of your work
- Positioning your organization apart from similar nonprofits
- Signaling an internal change in your nonprofit’s direction
Once you have established your goals, consider your organization’s mission and values. Your brand should effectively tell your organization's story. Think about the visuals and written content that would best convey your mission.
Step 2: Create New Brand Assets
After the planning process, it's time to start rebranding by creating new brand assets for your nonprofit. Not all rebrands require a complete overhaul of your existing branding—sometimes, updating a few elements can make a big difference.
Consider redesigning the following aspects of your nonprofit’s brand:
- Color palette: Choose colors that align with your nonprofit’s values and convey the right emotions.
- Typography: Select readable fonts that represent your nonprofit’s personality.
- Logo: Update your logo to reflect your mission and connect emotionally with your audience.
- Messaging standards: Revise your guidelines for tone, word choice, and other stylistic elements to accurately represent your organization in written communications.
Keep all these elements organized in a brand guide that serves as a reference for anyone working on your marketing materials.
Step 3: Communicate With Stakeholders
When rebranding, it's important to involve your nonprofit’s stakeholders to avoid losing recognizability in the community. Engage the following groups in your rebranding process:
- Staff members: Ask for their input on your nonprofit’s mission and values.
- Board members: Seek their advice based on their observations and knowledge of your nonprofit’s reputation.
- Supporters: Collect feedback through surveys or focus groups to cultivate stronger relationships and involve them in the rebranding process.
Use the insights from these groups to make revisions to your new brand assets. Communicate the timeline of your rebrand to generate excitement and avoid catching stakeholders off guard when you roll out your updates.
Step 4: Roll Out Your Rebrand
When it's time to reveal your rebrand, consistency is key. Apply your new brand assets across all your organization’s communications, including:
- Your nonprofit’s website: Incorporate your updated logo and revised messaging standards throughout your site.
- Email marketing: Design new email templates that reflect your brand's color palette and typography.
- Social media: Update your organization’s profile pictures to your new logo and create graphics that align with your brand's color scheme.
- Print communications: Use your brand typography and include your new logo and color scheme in direct mail messages and flyers.
Include examples of how your rebrand can be applied to each marketing material in your brand guide. Consistency will help supporters recognize and emotionally connect with your brand.
Your nonprofit’s brand should inspire your audience to learn more about your mission and take action to support it. Rebranding can provide the renewed inspiration your supporters need. Use these steps to get started, and don’t hesitate to seek expert help or guidance along the way.
Frequently Asked Questions
What are the 4 functions of marketing?
Marketing is the art of creating demand for products and services.
It provides information about the organization's offerings and values, as well as how they impact customers' lives.
Marketing drives interest in the offering, increases awareness and eventually leads to purchase or action in response to an offer.
The following are the four functions that marketing has:
- How to Create Demand – This is about building relationships and convincing potential buyers that your product or company has value.
- Stimulating interest: This is a way to increase awareness about your product.
- Building Awareness – This is the process of making sure that your customers are aware of your product or service, and why they may want to purchase it.
- Driving Action – This means ensuring that consumers make purchases after becoming aware of your product or services.
What are some examples for direct marketing?
Direct Marketing Examples include postcards, brochures, flyers, e-mails, etc.
Direct marketing helps you reach people at home or on the go. Direct marketing is the best method to communicate with customers who have chosen your product over another brand.
Know what type of message would be most appealing to your target markets.
You need to know what your customer wants, and then deliver it.
Direct marketing can be used for many reasons. You could send brochures to potential clients or advertise in local newspapers.
You can also create a mailing list that is unique to your customers. You can easily add subscribers to your existing customers list if there is a good database.
Ask current customers if their would like to receive promotional materials. Many companies offer discounts for those who sign up to special offers.
What are 5 marketing concepts you should know?
The five marketing concepts are:
- Branding – A brand is an image that people have for you. It's what people associate with you when they hear your name. You must create a consistent brand identity across all media.
- Positioning – How you position yourself in your market. How do you describe who you are, and why should anyone care?
- Message: This is the message. What is the point of your message? Why should someone purchase from you?
- Marketing mix – This is a combination of channels, pricing and promotions that enables you to reach your target audience.
- Measurement – How do I measure success?
Statistics
- Companies that use personalization are seeing revenue increases ranging from 6-10%. (blog.hubspot.com)
- Today, 81% of brands around the world have affiliate programs. (influencermarketinghub.com)
- This allows us to deliver CPCs that are 80% less than average and CTRs 4-5 times higher than average. (marketinginsidergroup.com)
- A poll earlier this year found that 14% of older Gen Z's had bought an item in the previous six months based on an influencer's recommendation. (influencermarketinghub.com)
- 81% of brands employ affiliate marketing, and eCommerce sites are particularly good candidates. (blog.hubspot.com)
External Links
influencermarketinghub.com
statista.com
- TikTok quarterly first-time installations 2021
- Statista – E-commerce around the World – Statistica – Facts & Statistics
neilpatel.com
youtube.com
How To
What is your marketing strategy?
Have you ever heard the expression “If you build it they will come”?
Well, you're wrong.
Building something does take work, but it's not enough to attract customers. To grow your business, you must use Internet Marketing Principles to reach your target audience.
Internet Marketing Principles refer to the guidelines marketers use in creating websites, blogs, emails campaigns, and social media profiles that generate leads, and sales.
This is an example of how to market handmade jewelry online.
Here are some examples from Internet Marketing Principles.
- Content is King – You must make your content unique and memorable. Copying content from another source will make you less credible as an information source.
- Trust builds trust. People prefer recommendations from friends and relatives to Adsense. So, if you recommend a product, make sure it's trustworthy.
- Be personal – People prefer to talk to real people rather than robots. You want your website to look real and not robotic.
- Value – People are more likely to give away their stuff if it's something they value. So, offer them something valuable in exchange for their contact info.
- Tell stories. Stories are powerful tools that connect audiences. They allow you to tell your story and make connections with your audience.
- Giveaways – Giving things away helps spread awareness and builds brand loyalty.
- Using call-to-action buttons is important because they prompt users to take action.
- Make sure you test everything before you publish your website.
- Keep it simple – Simple is often better than complex. Keep it simple whenever possible. A website that is simple to maintain and easy to update will be more successful.
- Have a clear goal – A clear goal makes it easier to measure results.
- Measure everything – It is essential to track your progress toward your goals in order to improve your marketing efforts.
- Focus on conversion. Conversion is turning visitors into buyers.
- Get feedback. Feedback can help you improve your marketing efforts.
- Track your results – By tracking your results, you can identify areas that need improvement.
- Repeat – repetition creates momentum
- Optimize Your Marketing Efforts – Optimization ensures your marketing efforts are efficient.
- Stay consistent – Consistency keeps your brand recognizable.
- Reward yourself. Rewards will motivate you.
- Learn from others – One of the best ways you can avoid making the same mistakes as others is to learn from their mistakes.
- Never stop learning. Always look for new ideas and techniques.
- You must think long-term. To sustain growth, it is important to think long-term.
- Trust your gut – Sometimes intuition is your best guide.
- Treat each day as a trial run. Although mistakes are inevitable they teach us lessons that we wouldn’t otherwise know.
- Recognize your weaknesses. Knowing your strengths and weak points will give you the insight to how to overcome obstacles.
- Do not let failure discourage you – Everybody fails at least once. But don't let failure discourage you. Just try again.
- Accept risks – Sometimes, it is necessary to take risks in order to move ahead.
- Enjoy the journey – Enjoying the journey is essential to living a happy life.
- Be passionate – Passion fuels motivation.
- Be who you really are. It is essential to build relationships.
- Know yourself – Self-knowledge can be essential for self-improvement.
- Find your tribe. It's important to build a support network of like-minded people.
- Make a vision board. Vision boards can be a great tool for visualizing your future.
- Ask questions. Questions lead to knowledge.
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By: Giana Reno
Title: Revitalizing Your Nonprofit’s Image: 4 Steps to Rebrand
Sourced From: marketinginsidergroup.com/branding/revitalizing-your-nonprofits-image-4-steps-to-rebrand/
Published Date: Mon, 30 Oct 2023 09:30:57 +0000