Creating a Marketing Image for Your Nonprofit Organizations

Marketing, as the American Marketing Association defines it, is "the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals".

For nonprofit organizations it is important to introduce your organization to strangers and attempt to engage them. By building relationships you create new friends to the organization that may become supporters, donors and volunteers. For those individuals and corporations that are already friends, by continuing to involve them with your mission and keep them informed through marketing communications they stay engaged. It all begins with effective marketing.

Today, many nonprofit executives understand that marketing can create an image and communicate to potential donors why supporting your cause can make a difference. This new era comes with a reversed attitude of "let us show you what your contribution can do for those we serve."

Branding / Image

• When you think ‘World Wildlife Federation,’ does the image of a panda bear immediately come to mind?
• How about when someone mentions ‘American Red Cross’ do you quickly imagine the red, cross symbol?
• The ‘YMCA’ has created the ‘Y’ symbol that every local chapter uses outside their doors

All of these organizations have done a superior job branding their logos in the minds of people within the marketplace. A logo is commonly the first step in marketing. This is because whatever image you create to represent your organization should be included in every piece of correspondence and literature that is printed. It should be carried throughout your message. The image needs to be both appealing and strong enough to draw attention to your organization. Both the for-profit and non-profit world are faced with competition: branding is one way for your organization to set itself apart from others and establish an image in the mind of your constituents, donors, volunteers, and potential supporters.

There is much more to branding and creating an image beyond having a logo and trademark. Your image and branding should be consistent with the attitude of the people that represent your organization. The brand image that you select also needs to be portrayed by the person who answers the phone, greets guests, and speaks on behalf of the organization. All of these elements are considered, then reflected, in people’s decision to give to your organization, volunteer their time or participate in special events.

• Allowing your constituents to take hold of your trustmark, let them own it. Your constituents want to be a part of your mission and participate in the programs you support. If you attempt to make changes you must ensure that they are in favor of the new systems, services or programs.
• Include a personal touch through emotional marketing. Everyone wants to hear a human voice on the telephone or be greeted by someone at the front door. Your constituents want the personal touch in the services that you provide.
• Include a sense of mystery in your trustmark. This is a way to "hook" your target audience and cause them to want to know more about you. In today’s society people don’t have the time to read and understand a great deal of information. If you want to provide further information, direct them to your web site that includes all of the pertinent information about your organization, mission, programs, current needs and a means of contacting you. Your trustmark needs to create belief, tradition, and legacy, as well as illustrate the emotional connection between you and your constituents.

If you can capture all of this in one symbol or character then you have a head start in marketing and implementing your trustmark. Some examples are Ronald McDonald, the Macintosh Apple, Disney’s Mickey Mouse, American Red Cross, World Wildlife Federation and UNICEF.