Marketing Empathy: Why Even Non-Profits Need a Strong Brand

Non-profits have typically found themselves in an awkward spot. They should, and often want to, invest all of their funds directly into their work. However, they also know they need to entice people with reasons to give, both so they can maintain operations and continue to grow.

Balancing those ideals is the trick, and what non-profits can no longer afford to be hesitant about. Branding matters, even when what you're selling is a good cause.

We see this proven in the strength of many major non-profit brands that are instantly as recognizable as corporations like Coca-Cola or Chevrolet. Take a look at brands like the American Red Cross, ACLU, or LIVESTRONG Foundation and it's easy to understand the value.

Building Support

Just like every company in the world, non-profits are now hoping to get their message in front of people amidst a sea of one-second interactions among thousands of other attention-grabbers each day. In that kind of environment, the brand means everything. Enabling your organization to stay visually consistent and on message throughout all communications is the only way to make something stick for potential donors and volunteers.

That's why it's critical to have a strong, straight-forward brand. Non-profits need an identity that's easily recognizable and conveys the values and emotions appropriate to their mission. It also doesn't hurt that an effective brand evokes confidence, which is critical when asking for philanthropic support.

Building Focus

A non-profit's brand is its identity, and how it differentiates itself from the plethora of other players in the field. Unlike in business, where this is a competitive activity, non-profits use their brand to get noticed by those who care enough to give. If your brand simply says "we help people," it's unlikely to capture attention.

But if your brand is able to convey with specificity what it is that your organization looks to achieve, you have an increased likelihood of garnering support from those interested in that area of need. It all comes down to having a clear message.

A philanthropist is unlikely to give to a foundation that makes vague promises of improving New York City. They are significantly more likely to contribute to a specific cause such as helping homeless children in NYC gain access to college. This is your opportunity to leverage your brand in lifting up all of the great work that donor funds could be invested into.

Building Capacity

Growth is the ultimate goal of all non-profits: let's help as much as we can! It's an honorable goal, but the harsh reality is that expanding services, resources, and staff all requires additional funding, and additional reach. If you're thinking, well then doesn't Support + Focus = Capacity, then you've figured out the secret! That's the formula. It's nearly impossible to grow an organization without an effective brand because you won't have the tools necessary to tell your story and make your case.

If you look at causes like the World Wildlife Foundation or Human Rights Campaign, the success of their efforts is in great thanks to how strongly supporters relate to and care about how they view the organizations and what they stand for. That, in a nutshell is what a non-profit brand does.

Let's Talk

So if you run a non-profit, or care about one deeply, let's talk about improving your brand. The only thing standing between your good cause and growing its capacity is deciding to prioritize telling your story to the world.