Nonprofit Branding on a Shoestring
Most of us recognize branding as a potential tool for fundraising, for marketing, for communications. But the most successful nonprofits have learned to think about branding playing a more strategic role, involving all the key players in your organization. Every day we see the power 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. Your brand is a key way you can distinguish yourself from similar organizations and how 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 your brand before it can have any impact on your audiences. As Nathalie Kylander, Harvard Fellow with the Hauser Center for Nonprofit Organizations, explains: “I am often asked the question whether brand is more important for larger organizations than smaller ones. The answer is no. Brand…is equally important to both small and large organizations…You are a brand whether you like it or not…you’re going to leave some impression in a person’s mind [and] it’s your choice whether you want to actively manage that impression or whether you want them to come to their own conclusions of what they think about you.”
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 charge of it, and how you can strengthen it. Get 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.
Please note this class has a snow date of 3/17/2017. If we have to cancel this class due to weather it will be moved to this date but it will not necessarily be held at the same location.
Audience: Staff responsible for marketing and communications and others involved in defining and communicating a clear brand and message, such as development officers, executive directors and board members.
Certificate Programs: Marketing & Communications
Date: February 10th, 2017
Location: Beneficial Bank
Address: 1818 Market Street, 12th Floor
Philadelphia, PA 19103
Mark Eyerly is the vice president for communications at Lehigh University. Prior to that he was the founding principal of Remarkable Communications, LLC. He began his career as a journalist and went on to have an extensive career in higher education, serving as the top communications executive for Temple University, the Law School at the University of Pennsylvania, and the LeBow College of Business at Drexel University. He also led communications and served as chief of staff at the William Penn Foundation. Mark was a writer, editor and manager at Cornell University and PNC Financial. Mark earned an MS in