Harnessing the Power of your Nonprofit’s Brand
Registration for this course is closed. Please contact us on 215-991-3676 to inquire about any remaining spaces or to be placed on a waiting list.
Most of us recognize branding as a potential tool for fundraising, marketing and 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 nonprofits 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.
Are you among the many nonprofits that fails to view its brand as a strategic asset? Nonprofit branding expert Nathalie-Laidler-Kylander emphasizes that while a brand is a fundraising tool, it also plays a key role in strengthening an organization and furthering its mission. “Brand is so much more than a logo and should be managed with the goal of supporting mission impact, not just fundraising or PR,” she says, adding that “many organizations also fail to understand the important role a brand can play internally. While the external role a brand plays in building trust with stakeholders is fairly obvious, the internal role is less so. Organizations that engage internal stakeholders, and help them to understand and internalize the brand, increase organizational cohesion and effectiveness.”
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.
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 member.
Certificate Programs: Marketing & Communications
Date: October 24th, 2017
Address: Independence Mall West, 150 N. 6th Street
Philadelphia, PA 19106
David W. Brown, assistant professor of instruction, Department of Strategic Communication, Temple University, has helped guide the strategic marketing direction for nonprofit and other mission-focused organizations throughout his 30+ year career.
He founded BrownPartners, which became one of the most decorated minority-owned ad agencies in the history of Philadelphia’s advertising industry.
His career also includes serving as General Manager for 900 AM WURD – Pennsylvania’s only black-owned talk radio station. Brown was also named a “Champion of Change” by the Obama Administration and was invited to the White House to share his insights on empowering nonprofits to make a difference in the