Nonprofits reputation, both online and off, drives contributions. This presentation gives ideas to polish your image in 2010 from experts in the fields of online marketing, branding and sustainable fundraising. To view the live version and more webinars - go to www.guidestar.org.

1. Stay Ahead of the Eight Ball in 2010: Tips from the Experts

3. |  2010 Benevon. All Rights Reserved. THE BENEVON MODEL TM

4. |  2010 Benevon. All Rights Reserved. Giving Statistics Corporations ___________ % Foundations ___________ % Individuals ___________ % TOTAL: ___________ Source: Giving USA 2009 5 13 82 $307 B

5. CAUTION!!! A brand is not a cosmetic you apply to your organizationto make it look pretty…. A good brand honestly reflects who you are and what you do.

9. What is a brand, anyway? McDonald’s versus Frank’s Home-Style Cooking

11. Branding myth #1 “Marketing and branding are one and the same.”

12. Marketing & advertising are promotional strategies. Your brand is a reflection of everything associated with your organization…

14. In short, a brand is nothing less than your organization’s DNA!!!

15. Branding myth #2 “Once we have an attractive logo and catchy tagline, we have our brand.”

16. Your logo and tagline are the banners for your brand. Your brand drills much deeper into the agency’s core values.

17. “ Truth is, logos don’t really do much of anything…. They don’t make you cooler. They don’t make the product better. In fact a logo means nothing. Unless, of course, the company behind it means something.” --Hyundai auto ad in Time magazine

19. Your brand is your story— not your fairy tale!

20. Branding myth #3 “Branding is the responsibility of our communications and marketing folks.”

21. Branding is the responsibility of “ EVERYONE” affiliated with your organization, including board members, staff, volunteers and clients.

22. If it helps, consider the person who answers your phones your “ Director of First Brand Impressions”

23. Branding myth #4 “We don’t have a budget to promote our brand.”

24. If you leverage your current resources—including your paid staff, volunteers and clients—you won’t need much of a budget to start to promote your brand.

25. Define Your Brand

30. The very good news is: You Can Do This!

31. This is your time!

32. Katya Andresen Donor Trends for 2010

34. We gave, yes we did

37. Happily ever after… except for the nonprofit

40. Trend 1: Impact Donors want to know where the money went and what difference they made.

42. It’s about your impact, not your need Credit: www.forimpact.org

44. Impact: Scale is paramount

45. Source: Communications Network, Slovic

47. Trend 2: Involvement People don’t trust institutions. They trust their own experience. They trust their friends.

48. We’re not in charge anymore.

50. NO YES people who give often report feelings of euphoria, which psychologists have referred to as the "Helper's High ."

51. Trend 3: Impulse Donors can give anywhere. Be where they want to give, when they want to give.

52. Many, many ways to give

53. The mothership is gone

54. The blurring of lines

56. Trend 4: Community Donors are starting to self organize. They are socializing. They are starting their own causes.

58. Trend 5: Competition There are 1.8 million nonprofits and over 100 more each day. You Are Good at It Important to Audience No One Else Is Doing

59. How to win

62. The Personal Touch The typewritten part of the note I received from Ocracoke Child Care is about as short as you can get, something close to “Thanks for the donation. We really appreciate it. This letter is your receipt.” Not much more than that and certainly not remarkable. But the letter is still on my desk because of what fills up all the white space left under that short official note — this drawing. -Kivi Leroux Miller

63. Trend 6: Transparency Be open. It’s the only way forward.

64. NO YES

67. Stay Ahead of the Eight Ball in 2010: Tips from the Experts