Opportunities in an environment
The economy, unemployment and, in general, consumer confidence and business have been clearly detrimental to the nonprofit sector. A new study by the Giving USA Foundation shows that charitable giving fell last year by the greatest percentage in five decades.
While individuals and institutions that gave nearly $ 308 million in pledges during the year 2008 – a healthy by any standard – which nevertheless represents a decline of more than $ 6 billion from 2007, or 5 , 7% inflation on an adjusted basis. While the real decline began in the autumn of 2008, this year is not shaping up to be much better. How can a nonprofit organization to begin to turn around this?
The Importance of Brand
Some nonprofit organizations have realized the importance of the brand of their organizations, but most only give "good words", while putting pressure on its fund-raising to produce even more. Now, an important new study from Cone, LLC and Intangible Business quantifies the influence that a strong brand could provide.
The study ranks the 100 brands in the U.S. among nonprofit organizations provide social, environmental and animal-related services. Historically, while many studies have examined the financial aspects of nonprofit organizations and many have analyzed the data of image and awareness, this new study offers two sets of information together and presents a powerful brand Fila. The comparison of a brand of "income range" with its "range image" points to a number of implications for marketing:
* A high "income range", with a low "range image" indicates the financial growth potential if the image is enhanced classifications;
* Similarly, building a strong brand image but should lead to a financial reward.
The question is, what is the best approach for a nonprofit organization in order to create brand awareness and image. (It should be noted that while this study does not include universities, civic or cultural institutions, there is no reason to believe that the findings on the importance of the brand would be different for these organizations.)
Anniversary of non-profit marketing
The anniversary of the nonprofit foundation is an ideal opportunity to boost your employees, board members, donors, foundations, government and corporate sponsors, and re-ignite their commitment to the relevance, importance and needs of the organization.
This is a unique opportunity with the potential of a marketing program that year, done correctly, sets the foundation for fundraising, strengthens its brand image long-term and improves the organization’s return on investment.
Profit, large and small, have recognized the importance of the marketing company anniversary because it is only the latest in advertising, public relations, direct mail, Internet event or program. Rather, it is a unique opportunity for an organization to link the strength of its past to its future plans. Nonprofit organizations of this story can be especially important among the new members, volunteers and donors.
And especially do not need anniversaries to be held in multiples of 25 years. His 33rd may be as powerful as his 75th.
Planning a marketing program anniversary must begin long before the fiftieth anniversary year. When starting to develop their strategic plans and budgets, should also revise their behavior and perhaps resources for research to determine what stakeholders really think. This research may also provide a benchmark for measuring progress and return on investment in the celebration of its program.
A theme and logo is essential. You should also consider a historical book, or CD, newsletters, direct mail, multiple events and the Internet to communicate their history. Advertising and public relations may also play a role. All of these tactics require coordination and integration with its global strategy, mission and vision.
In addition, you should consider hiring an outside consulting group. Not only will bring "fresh eyes" to his situation, but they have the experience and ability to coordinate all aspects of their program, something that your staff or volunteers may not have the time or knowledge to do so.
Today’s market is uncertain, mistrust and, frankly, afraid of the future. Celebrating its historical success, and the position for a vibrant future, to reassure the people about its staying power and relevance. Ironically, the current environment could not present a greater market opportunity.
Related posts: