Nonprofit Branding on a Shoestring
“Most of us understand the concept of branding as it relates to Apple or Starbucks but we often make the fundamental mistake of believing that there’s no value in a brand unless you can sink lots of money into marketing it.
Even in a nonprofit, your brand is a key way you can distinguish yourself from similar organizations and the way you establish your personality and the experience of working with you. As a nonprofit, you are in a position to create a powerful brand that moves people to want to support you. But that means everyone in the organization must recognize and understand its brand – what it is and why you need it – before it can have any impact on your audiences.
This class will make you appreciate the power of your brand so you can harness it, even without a big budget to back it up. You’ll go from the basics of what makes a brand to what your brand can do for you, who is in in charge of it, and how you can strengthen it.
You will be excited by the prospects of how to shape and articulate your brand, with limited resources, and how to manage and evaluate branding strategies so that they support your message and your mission
Certificate Programs: Marketing & Communications
Date: January 15th, 2014
Address: Land Title Building 100 South Broad St, Suite 1500
Philadelphia, PA 19110
David W. Brown is executive director of the West Philadelphia Alliance for Children (WePAC) and managing director of The Marketing Collaborative, a nonprofit advertising/public relations agency serving other nonprofits. Prior to that he was vice president, sales & community relations, Pennsylvania Health Plan at United Healthcare Community Plan. In 2007, he was the first African American to be inducted into the Philadelphia Public Relations Society’s Hall of Fame in more than 25 years. He founded BrownPartners which operated as a full service minority-owned firm using a range of marketing disciplines to reach and influence consumers of all walks of life, for