“We can’t afford branding” is a frequent refrain I hear from smaller nonprofit groups. In reality, you can’t afford not to brand. The term branding seems to carry with it the image of an expensive and long-term contract with ad agencies and experts. Advocacy groups are generally the exception to this rule. Because they are […]
If a picture is worth a thousand words, then a video is worth ten thousand. That’s why You-Tube, Vimeo and other online video tools have become so useful to small businesses, nonprofit organizations and federal agencies who in the past may have avoided video because of the cost of mass distribution. (The cost of quality […]
Social media and the web of access provided by Web 2.0 have had a profound impact on how organizations function. And while corporations were early adopters, government agencies and nonprofits have now caught up and are fundamentally changing the way they connect to the people they serve. But there are pitfalls to instant communications. As […]
It’s hard to find an organization today that’s not focused on, or at least giving lip service to, diversity. But have you ever considered the cost to your organization of not having a diverse board? A recent study of for-profit boards found that diverse boards return a better ROI for investors. [See Board Diversification Strategy: […]
This week, federal regulators plan to release the methods they are using for the “stress test” being applied to banks accepting TARP money. Non-profits should be developing their own stress test to assure soundness to funders, who are both private donors and the American taxpayer (by way of the gift of tax-exempt status). Why should […]
McDonald’s is thriving. It’s global same-store sales rose just over 7% in January, and were up more than 5% in the U.S. Why? Is it simply that people are looking for a cheap meal when times are tough? It’s more complicated than that. People are looking for good value in a recession. And the McDonald’s […]
AIG CEO Edward M. Liddy recently admitted to Congress, “I think the AIG name is so thoroughly wounded and disgraced that we’re probably going to have to change it.” And so begins a re-branding process that starts with re-naming several subsidiary divisions, the way Philip Morris became “Altria.” But how useful is re-branding if the […]
The salmonella-in-peanuts debacle reminds us that brands built over a lifetime can be ruined in an instant—even for actions and outcomes for which those brands are not responsible. Sales of direct-to-consumer peanut butter—which does not contain the tainted Peanut Corporation of America nuts—are down 25%. Big names like Kelloggs (Keebler, Famous Amos), JM Smucker (Jif) […]
Nonprofits often resist marketing. Marketing and sales smack of for-profit activities. In the best of cases, marketing dollars are viewed as an expenditure that reduces money for core mission projects. Worst case, branding, marketing and brand management are considered downright inappropriate. But whether you know it or not, you are already selling your mission. The […]
The board and other supporters are the voice of your nonprofit brand in the community. Properly trained, these volunteers are your marketing secret weapon. But they need tools to become effective and prepared. Here are four steps you can take to ensure your volunteers are a positive force for your brand. 1. Teach the Message.Board […]
