2. What is a Brand…
• A conditional experience –
something you create as an
organization

3. Your Brand is…
• The essence of your organization
• The voice of your mission
• Authentic and carried out by
your organization every day

4. A Brand is More than a Logo
•It is the promise that past performance
will indicate future results
• It is developed by the organization but
supported by the staff, board,
volunteers & community

5. An Effective Brand…

6. An Effective Brand…
• Communicates your mission
• Builds trust
• Raises awareness
• Impacts long-term sustainability
of your organization

7. A Brand is Active
• It continually creates a sense of purpose
• It drives performance and direction
• It attracts, motivates & retains best staff/board/volunteers
• It deepens relationships with supporters
• It generates new supporters and resources
• It fosters innovation & impact
• It changes perceptions and builds/enhances reputation

8. Where do you come in?
It is your responsibility to build,
support and maintain the perception of
your brand through enhancing
understanding among your volunteers

9. Word of Mouth
Perception IS Reality!

10. A Brand can be Damaged
It is your most valuable asset as an
organization –
Protect It!

11. Your brand is key to volunteer
recruitment because many
people don’t want to make a
contribution—they want to make
a difference.

12. Cultivate a Community of Owners…
“We don’t merely raise money for breast
cancer, we empower women & give
them a voice around the issue of breast
cancer. We mobilize individuals to join us & be
champions in their communities.”
Nancy Brinker, Founder, Susan G. Komen For the Cure

13. Mobilize your internal and
external community by
connecting them with your brand

14. Components of a Brand
Visual
“The Look”
How your organization expresses its
identity
Logo, fonts, graphics and all materials
that promote your organization

16. “The Look”
How do you want your audience
(volunteers) to view you?
The visual aspects of your brand
should convey the word(s) that
best describes your organization.

17. “The Look”
Your Logo
• Visual statement about who you
are and what you stand for
• Should be:
o Distinctive
o Appropriate & Applicable
o Easy-to-read

19. “The Look”
Graphic Do’s & Don’ts
• Do use a consistent, specific color palette
• Do establish size and proportion
guidelines
• Don’t use low-quality, fuzzy or stretched
images

20. “The Look”
Importance of a Brand Guide
• Outlines standards and regulations of your brand
• Ensures your organization is represented accurately and
appropriately
• Includes:
• Color palette
• Key messaging
•Appropriate fonts
•Logo uses
•Do’s and Don’ts

24. Components of a Brand
Verbal
“The Message”
How your organization speaks to
others
Examples: name, mission, tagline,
. elevator speech, boilerplate, etc.

25. “The Message”
Communicate your identity so your
volunteers know you, value you, and
support you.
Messaging should be:
• Credible
• Memorable
• Distinctive
• Sustainable

26. “The Message”
Your message cannot always be
“We need your money”
Messaging should be:
1. The story of what you do
2. How what you do affects individuals
(not just recipients – donors too)
3. Results of how donations help
4. We need your money

27. “The Message”
Talk the talk, and walk the walk!
Tell your story through:
Key Messages
Tagline
Elevator Speech
Boilerplate

28. “The Message”
Key Messages
• Central ideas that must be communicated to
articulate your organization’s role and
resources
• Help translate “industry-speak” into audience-
centric language
Tip: Give volunteers a “FAQ” sheet that enables them to
answer common questions

29. Sample “FAQs”
• Who does this organization serve?
• What is the role of volunteers?
• What is the mission of the organization?
• When was the organization established?
• How can I help/donate/volunteer too?

30. “The Message”
Tagline
• Your “branding slogan”
• 8 words or less!
• Captures essence of your mission, promise,
& brand
• Can be used in conjunction with logo
• Relevant and special to your organization

31. “The Message”
Elevator Speech
• Short, accurate explanation of your organization
• Easy to say and remember
• Anyone who advocates for you should be
ready to share it at a moment’s notice
• 15-30 seconds long
Hint:
Enough time to make a lasting first impression!

32. Sample Elevator Speech
Generations Group Home
“Generations is committed to the prevention of
sexual abuse by providing best practices in the
assessment and service for neglected or at-risk
youth and their families. We maintain a 98%
success rate!”

33. “The Message”
Boilerplate
• Final stamp on every press release
• Comprehensive overview of your
organization
• Incorporates the facts (who, what,
when, where, why)
•Includes compelling position statement
that sets you apart

34. Sample Boilerplate
Greenwood Genetic Center (GGC)
The Greenwood Genetic Center (GGC), founded in 1974, is a nonprofit
organization advancing the field of medical genetics and caring for
families impacted by genetic disease and birth defects. At its home
campus in Greenwood, South Carolina, a talented team of physicians
and scientists provides clinical genetic services, diagnostic laboratory
testing, educational programs and resources, and research in the field
of medical genetics. GGC’s faculty and staff are committed to the goal
of developing preventive and curative therapies for the individuals and
families they serve. GGC extends its reach as a resource to all residents
of South Carolina with satellite offices in Charleston, Columbia,
Florence and Greenville. For more information about GGC please visit
www.ggc.org.

35. Once you solidify your brand’s
messaging and visual identity
…apply it!

36. REMEMBER
Your message should be the driver;
your pictures should reinforce your
words!

39. Most Importantly…
Consistency is key!
• Consistency builds brand value.
• Consistent across every outlet
• Cohesive with your values and
mission
• Recognizable and trustworthy

40. Print Applications
 Signage
 Vehicles
 Volunteer T-shirts
Annual Reports
Brochures & Newsletters

43. Online Applications
 Website
 Social media
 E-newsletters
 Email signatures

44. Website
Social Media

45. Branding Tips for Social Media
 Invite commentary.
- If people know what your brand means to
them, and they witness positive experiences—
they will talk about you in a way you never
could. Social media is your platform for this!

46. Example
@LIVESTRONG uses Twitter to encourage and
support patients, as well as teach people how to
“live strong” in the face of cancer

47. Branding Tips for Social Media
 Be relevant.
- Connect your brand’s message with current
events or perspectives.
- Ex. The Funnel Effect

48. Example
@RedCross uses Twitter to warn and interact with people
about situations that may require their help

49. Branding Tips for Social Media
 Aim for cohesion.
- Adapt to the medium of social media—rally your
messaging so that it is relatable, cohesive and gives
a call-to-action to your audience
- Ex. The Funnel Effect

50. Example

51. There are over 1.5 million
nonprofit organizations in the
United States
Source – National Center for Charitable Statistics (NCCS)

52. You must continue your brand
through relationships after it
has been delivered –
keep the promise

53. “Brands are the express
checkout lane for people living
their lives at an ever increasing
speed.”
Brandweek

54. Need Help?
Call DNA for the development of your branding plan
or hands-on workshop training
DNA Creative Communications
864-235-0959
dana@dnacc.com
www.dnacc.com
Twitter: dna_cc
Facebook: DNA Creative Communications