Campaigns are the lifeblood of advancing an institution’s vision. And, increasingly, branding principles from the for profit world are popping up in non profit campaign strategy and planning meetings. Why? Because branding is effective and proven.
Effective branding is high on visuals and strong on vision. A strong brand can reach out to new audiences and re-engage old friends. Strategic brand platforms – types of campaign collaterals, digital and print communication pieces – help to create visual storyboards that can resonate with multiple levels of donors and prospects. A strong brand places your campaign vision out in front of a large prospect pool; connects your institution’s values to your prospects; and adds credibility to your ask.
Organizations and donors are not monolithic and targeted tactical messaging tied to the brand can also help broaden multiple ways to appeal to various types of constituents – clients/members, volunteers, donors and even prospective employees. For these different constituent groups, effective messaging can help to define the intersection of what your organization does well and seeks to advance. Branding prinicples also help to make the most of this correlation of institional goals and vision by crafting values-based messages and materials that deepen connections and relationships with donors and prospects.