Branding that inspires giving…this is, undoubtedly, a subject that will compel much discussion within your organization, or it should do so. Developing a strong nonprofit brand identity begins with understanding the essential components of branding: (a) branding refers to the big picture, the unique identity and promise of a nonprofit; (b) the positioning statement is an internal document that defines what your organization is and what you intend to be and do; and (c) taglines refer to a short phrase that encapsulates a nonprofit’s identity.
Brand identity and the nonprofit’s positioning and tagline, all together, are what your aggregate target market thinks of your nonprofit, or what you strive to cultivate in them. Think of Nike and its tagline, “Just do it,” or BMW’s, “The ultimate driving machine.” Who produces the product that says, “It melts in your mouth, not in your hands,” or “Because you’re worth it”? What are some invaluable taglines for local, statewide, or national nonprofits?
How does one create and maintain a consistent and relevant brand and messaging for an organization that has so many constituencies and so many varied reasons for supporting it? Two starting points are: a review of the financials and surveys and/or focus groups.
Show Me the Money: Understanding Your Nonprofit’s Revenue Mix
Reviewing Five Years of Financial Data. Start with the organization’s most recent five years of income statements. Review all forms of revenue generated and consider from where and who funds it (not the name of a person, but the constituent category). If the company’s bookkeeping system doesn’t produce these reports directly, create a spreadsheet that shows the year-to-year differences and deviations from line-item targets. Learn from your financials.
Common Revenue Sources for Nonprofits
It is imperative to evaluate how a nonprofit generates revenue. Examples of where nonprofit revenue comes from include:
- Entrance fees (admission or ticket fees)
- Grants
- Sponsorship support
- Membership dues
- Planned gifts
- Current philanthropic gifts
- In-kind donations
- Merchandise sales
- Fundraisers and auctions
- Community events
- Federal, state, and local government support
- Capital campaigns and other project-specific fundraising
- Foundation support
- Endowment investment income
What else can be added to this list?
If a nonprofit has only one or two kinds of revenue-generating sources, there is no need to worry (not yet!) because acknowledgement of fact is part of the realistic review of numbers.
Avoiding Misaligned Expectations
Many organizations don’t have the “luxury” of relying on all potential sources of revenue. Many work hard to generate program-related revenue, such as entrance (or admission or ticket fees), but cultivate minor philanthropic support. On the other hand, some nonprofits have a loyal donor and membership base, but do not generate grant revenue nor substantial program service revenue.
Keep in mind that some on the leadership team or Board may want to focus exclusively on a given line-item, for example program revenue. If the nonprofit’s revenue history shows that this line-item constitutes an average of 15% of total revenue, then building a brand that implies otherwise or setting a short-term goal to increase that to 85%, for example, is entirely unproductive.
Brand-building must consider existing data and be based on relevant and reasonable overarching goals established during (annual or biennial) Board Retreats. Re-branding may be necessary if a nonprofit is off-track. This may be the time to contact a nonprofit consulting firm to rely on expertise to confirm leadership’s thinking and/or to right the ship.
Regardless of the situation, know how the organization is funded and then begin to think about branding. Goal setting for future years is separate from this task but, indeed, it is a part of brand-building. For now, data-mine the financials, grasp, and learn.
Using Constituent Feedback to Strengthen Your Brand
Why Constituent Feedback Matters. Those who provide any type of support, whether it’s through membership, philanthropy, capital campaigns, volunteering, sponsorship partnering, etc., should be tapped through market research to get critical feedback.
This primary research will inform nonprofit leaders what these constituents think about a given organization now and where they may think it should go. That does not suggest a leader must accept the feedback as a directive, but that feedback will be invaluable nonetheless.
Imagine what would happen if all constituencies had the same or similar “off-base” image of a nonprofit…if too many audiences think the same. If that is not the leadership’s intention, then there is a problem that must be addressed during the (re-) branding creation process.
Research Tools You Can Use
Research tools to learn from all who provide mission support could include:
- Paper survey mailings
- Online survey tools
- Focus groups (no more than 10 people each)
- One-on-one discussions with engaged large donors
- Website analytics
- Larger presentations to selected groups to kick off the research effort
Leaders may also want to interview past members or donors. That will certainly elicit commentary on why they are not currently providing support.
Understanding Motivations Across Supporter Types
Questions for each constituent group will be similar at the onset, but probing will eventually be different for each group because the driving reason for one to participate in an organization will differ. What inspires a volunteer to give their time and talent? Why does a member provide consistent, annual support? How and why does a major gift philanthropist choose to direct a donation?
Primary research not only yields valuable information, but nonprofit leadership continues to cultivate a relationship of respect with mission supporters by asking for their input. Many members or volunteers—even those not currently large donors—are evaluating whether a nonprofit merits a future major gift or an unplanned endowment gift. Never assume, “once a $50 donor, always a $50 donor.”
The Value of Asking Former Supporters
Assembling a comprehensive market research project may appear exhausting, but it doesn’t have to be so. If managed correctly, the fruit it yields will spawn the organization’s brand and subsequently engender an effective marketing program that resonates with everyone.
How to Develop an Effective Nonprofit Brand Identity
Brand identity must resonate with every supporter. An effective nonprofit brand identity reflects the organization’s mission while acknowledging the diverse motivations of those who support it. Branding and positioning should be inclusive and credible, speaking honestly to donors, members, volunteers, partners, and the broader community. When possible, leadership should seek early feedback on branding elements—such as language, tone, and taglines—from a representative group of supporters to ensure alignment before final decisions are made.
Strong branding takes time and thoughtful leadership. Developing a nonprofit’s brand identity is not a quick exercise. It requires reflection, internal alignment, and deliberate decision-making. Attempting to define a brand in a brief strategic session or a single Board Retreat often leads to superficial outcomes. Instead, effective branding evolves through ongoing discussion, testing, and refinement—allowing leadership to balance creativity with organizational reality.
Design partners support the brand—they do not define it. Graphic design firms play an important role in visual expression, but they should not be expected to define the organization’s brand. Visual work is most effective when leadership provides clear direction grounded in the nonprofit’s mission, positioning, and goals. Treating designers as strategic partners—rather than vendors executing requests—helps ensure that visuals support, rather than dilute, the organization’s brand identity.
Bringing Your Nonprofit Brand Identity to Life
The leading effort for branding includes a review of the findings from the financials, primary research, and feedback from all constituencies, full Board support, creative thinking and visual persuasion, and strategically making sense of all information. The process is incredibly enlightening and forms the foundation for a strong nonprofit brand identity that resonates with every supporter.
With clarity gained from financial insights and constituent research, leadership can confidently move into the creative and strategic work of defining the organization’s nonprofit brand identity—one that reflects reality today and guides growth for the future.
Never attempt a branding project alone. Always involve people with varying opinions, those who understand the nonprofit’s history, goals, and relevant, achievable, and genuine capabilities to make a difference for the benevolent advancement of the organization.
In the end, a well-developed nonprofit brand identity is the lifeblood of an organization’s ability to engender a sense of respect and connection, create a feeling that the nonprofit is worthy of consideration, and ensure it is dutifully and vigorously fulfilling its mission.
If your organization is preparing for a rebrand or needs guidance developing a strong nonprofit brand identity, Soukup Strategic Solutions can help you navigate the process with clarity, research-driven insights, and proven expertise. If you’d like expert support tailored to your nonprofit’s goals, schedule a free consultation today to explore next steps.
