Breakthrough Nonprofit Branding E-Book

Jocelyne Daw

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Serie: The AFP/Wiley Fund Development Series
• Sprache: Englisch

Seitenzahl: 454

Veröffentlichungsjahr: 2010

Beschreibung

Breakthrough NONPROFIT BRANDING At a time of intense competition, low barrier to entry, and lightning-quick brand recognition, leading nonprofits are building more value-rich branding programs. They are proactively creating business models that bring their brand to life in the hearts and minds of their stakeholders. Breakthrough Nonprofit Branding demonstrates how a constituency-focused, compelling brand can revolutionize an organization and the way people view and support it. As practiced in real life, most nonprofits define "branding" as their visual identity produced to aid in awareness and fundraising. However important logos and trademarks are, this limited perspective leaves a significant amount of value on the table. Visionary, mission-driven organizations recognize brand as a bigger canvas for their work. To them, branding is the daily expression of their purpose and a way to communicate their promise to stakeholders. Their brand is their trust mark--their commitment to consistently deliver on who they are, what they stand for, and their unique benefits. Drawing on their combined seventy plus years of experience in the nonprofit and corporate sectors, the authors studied eleven visionary nonprofits to reveal the seven principles for transforming a brand from ordinary trademark to strategic competitive advantage. The groups profiled reflect a variety of sizes, breadths, regions, and issues. The common thread is that their brand work has resulted in greater social impact and vibrant growth. Through the use of case studies, Breakthrough Nonprofit Branding reveals how: * A nonprofit put its renewed brand to work to propel its organization forward--despite inconsistent community support * Renewed brand meaning heightened stakeholder commitment, stabilized an organization's financial position, and empowered it to weather a roiling economy * A small organization's brand campaign resulted in exceptional growth * A re-brand transformed a nonprofit, enabling it to expand from a regional to national footprint * One of the largest nonprofits lost momentum and regained direction through a revitalized brand process Breakthrough Nonprofit Branding shows you how to create a brand that creates unique value, builds deep relationships, fosters loyal communities, and increases social impact. It offers a practical road map and essential tool for nonprofit leaders, board members, and volunteers, as well as communications professionals, development consultants, marketing agencies, academics, students, and all those interested in catalyzing dynamic results for the organizations they serve.

Leseprobe

Table of Contents

The AFP Fund Development Series

THE ASSOCIATION OF FUNDRAISING PROFESSIONALS

Title Page

Copyright Page

Dedication

Acknowledgments

NON PROFIT CONTRIBUTORS

EXPERT INTERVIEWS FOR THE BOOK

RESEARCH AND GENERAL SUPPORT

A SPECIAL CO-AUTHORS’ ACKNOWLEDGMENT

PERSONAL THANKS

Introduction

KOMEN FOR THE CURE: REALIZING THE NEW NONPROFIT IMPERATIVE

WHAT THIS BOOK IS ABOUT

HOW THIS BOOK WAS WRITTEN

HOW TO USE THIS BOOK

WHO SHOULD READ THIS BOOK

CHAPTER 1 - From Traditional to Breakthrough Nonprofit Branding

WHAT IS A BRAND?

BREAKTHROUGH NON PROFIT BRAND

TRADITIONAL NON PROFIT BRANDING

TRADITIONAL VERSUS BREAKTHROUGH NON PROFIT BRANDING

SEVEN PRINCIPLES OF BREAKTHROUGH NON PROFIT BRANDING

BREAKTHROUGH NONPROFIT BRANDS

SUMMARY

CHAPTER 2 - Principle One: Discover the Authentic Meaning of Your Brand

UNICEF’S BRAND JOURNEY

COLLEGE FORWARD’S BRAND JOURNEY

AN OVERVIEW OF PRINCIPLE ONE

HOW-TO SUCCESS FACTORS

U.S. FUND FOR UNICEF DIGS DEEP FOR BRAND MEANING

COLLEGE FORWARD BRIDGES THE GAP

PRINCIPLE ONE : SUMMARY

CHAPTER 3 - Principle Two: Embed Brand Meaning across the Organization

THE AMERICAN HEART ASSOCIATION’S BRAND JOURNEY

FOOD BANK FOR NEW YORK CITY’S BRAND JOURNEY

AN OVERVIEW OF PRINCIPLE TWO

HOW-TO SUCCESS FACTORS

THE AMERICAN HEART ASSOCIATION REMAINS FRESH AND INVITING

FOOD BANK FOR NEW YORK CITY DELIVERS FOOD AND BEYOND

PRINCIPLE TWO: SUMMARY

CHAPTER 4 - Principle Three: Rally Internal Brand Ambassadors

INSPIRATION CORPORATION’S BRAND JOURNEY

MEMORIAL HEALTH WORKS! BRAND JOURNEY

AN OVERVIEW OF PRINCIPLE THREE

HOW-TO SUCCESS FACTORS

INSPIRATION CORPORATION INSPIRES FROM THE INSIDE OUT

MEMORIAL HEALTH WORKS! LIVES AND BREATHES ITS ORGANIZATIONAL DNA

PRINCIPLE THREE: SUMMARY

CHAPTER 5 - Principle Four: Develop 360° Brand Communications

KIDS HELP PHONE 360 BRAND COMMUNICATIONS

AMERICAN HEART ASSOCIATION 360° BRAND COMMUNICATIONS

COLLEGE FORWARD 360 BRAND COMMUNICATIONS

U.S. FUND FOR UNICEF 360 BRAND COMMUNICATIONS

INSPIRATION CORPORATION 360° BRAND COMMUNICATIONS

AN OVERVIEW OF PRINCIPLE FOUR

HOW-TO SUCCESS FACTORS

PRINCIPLE FOUR: SUMMARY

CHAPTER 6 - Principle Five: Expand Your Brand by Mobilizing an External Community

STRATFORD SHAKESPEARE FESTIVAL’S BRAND JOURNEY

SUSAN G. KOMEN FOR THE CURE’S BRAND JOURNEY

AN OVERVIEW OF PRINCIPLE FIVE

HOW-TO SUCCESS FACTORS

PRINCIPLE FIVE: SUMMARY

CHAPTER 7 - Principle Six: Cultivate Partners to Extend Your Brand Reach and Influence

KIDS HELP PHONE’S BRAND JOURNEY

NATUREBRIDGE’S BRAND JOURNEY

AN OVERVIEW OF PRINCIPLE SIX

HOW-TO SUCCESS FACTORS

KIDS HELP PHONE NURTURES A PARTNER COMMUNITY

NATUREBRIDGE NURTURES A PARTNER COMMUNITY

PRINCIPLE SIX : SUMMARY

CHAPTER 8 - Principle Seven: Leverage Your Brand for Alternative Revenue and Value

GOODWILL INDUSTRIES, BRAND JOURNEY

AN OVERVIEW OF PRINCIPLE SEVEN

HOW-TO SUCCESS FACTORS

PRINCIPLE SEVEN: SUMMARY

Conclusion: The Breakthrough Nonprofit Brand Journey

APPENDIX A - Brand Journey Assessment Tool

APPENDIX B - Snapshot of Nonprofit Case Studies

Glossary

Notes

Bibliography

About the Authors

AFP Code of Ethical Principles and Standards

A Donor Bill of Rights

Index

The AFP Fund Development Series

The AFP Fund Development Series is intended to provide fund development professionals and volunteers, including board members (and others interested in the nonprofit sector), with top-quality publications that help advance philanthropy as voluntary action for the public good. Our goal is to provide practical, timely guidance and information on fundraising, charitable giving, and related subjects. The Association of Fundraising Professionals (AFP) and Wiley each bring to this innovative collaboration unique and important resources that result in a whole greater than the sum of its parts. For information on other books in the series, please visit:

http://www.afpnet.org

THE ASSOCIATION OF FUNDRAISING PROFESSIONALS

The Association of Fundraising Professionals (AFP) represents over 30,000 members in more than 197 chapters throughout the United States, Canada, Mexico, and China, working to advance philanthropy through advocacy, research, education, and certification programs.

The association fosters development and growth of fundraising professionals and promotes high ethical standards in the fundraising profession. For more information or to join the world’s largest association of fundraising professionals, visit www.afpnet.org.

AFP PUBLISHING ADVISORY COMMITTEE

Chair: Nina P. Berkheiser, CFRE

Principal Consultant, Your Nonprofit Advisor

Linda L. Chew, CFRE

Development Consultant

D. C. Dreger, ACFRE

Senior Campaign Director, Custom Development Solutions, Inc. (CDS)

Patricia L. Eldred, CFRE

Director of Development, Independent Living Inc.

Samuel N. Gough, CFRE

Principal, The AFRAM Group

Audrey P. Kintzi, ACFRE

Director of Development, Courage Center

Steven Miller, CFRE

Director of Development and Membership, Bread for the World

Robert J. Mueller, CFRE

Vice President, Hospice Foundation of Louisville

Maria Elena Noriega

Director, Noriega Malo & Associates

Michele Pearce

Director of Development, Consumer Credit Counseling Service of Greater Atlanta

Leslie E. Weir, MA, ACFRE

Director of Family Philanthropy, The Winnipeg Foundation

Sharon R. Will, CFRE

Director of Development, South Wind Hospice

John Wiley & Sons, Inc.

Susan McDermott

Senior Editor

AFP Staff

Jan Alfieri

Manager, New Product Development

Rhonda Starr

Vice President, Education and Training

Copyright © 2011 by John Wiley & Sons, Inc. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Published simultaneously in Canada.

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Library of Congress Cataloging-in-Publication Data:

Breakthrough nonprofit branding: seven principles for powering extraordinary results/Jocelyne Daw . . . [et al.]

p. cm. - (The AFP/Wiley fund development series; 188)

Includes bibliographical references and index.

ISBN 978-0-470-28691-3 (cloth); ISBN 978-0-470-91866-1 (ebk); ISBN 978-0-470-91867-8 (ebk); ISBN 978-0-470-91868-5 (ebk)

1. Nonprofit organizations. 2. Branding (Marketing) 3. Advertising I. Daw, Jocelyne.

HD62.6.B735 2010 658.8’27-dc22

2010023299

This book is dedicated to the millions of ordinary individual men and women who through their tireless work and voluntary actions are making extraordinary contributions to the quality of life and communities around the world. People are the final embodiment of a brand.

Acknowledgments

It is a little-known truth that few books are written alone and this book is no exception. Breakthrough Nonprofit Branding resulted from the combined contribution and talents of many individuals and organizations.

NON PROFIT CONTRIBUTORS

This book would not exist without the significant involvement and generous contribution of the 11 nonprofit case studies showcased in this book. The 11 are recognized leaders in their field, respected by peers and experts, and celebrated through awards and extensive media coverage.

They willingly and generously shared their branding stories, outlined their special way of doing things, and revealed the secrets of their success. This book presents their remarkable efforts to enhance our collective lives. They graciously provided their time and expertise because of a deep belief in the value of enhancing the work of the nonprofit sector. A sincere thank you for your commitment to the greater good.

American Heart Association

Gordon McCullough, Chief Operating Officer Robyn Landry, Executive Vice President of Field Health Strategies Kathy Rogers, Executive Vice President of Consumer Markets

College Forward

Lisa Fielder, Executive Director and Co-Founder Emily Steinberg, Associate Director Christine Torres, Development Manager Remy Cofurd, Public Relations Coordinator Melody Kaney, Operations Manager Ashley Aaron, Fund Development Coordinator Joe Vladeck, Organizational Advancement Manager

Food Bank For New York City

Lucy Cabrera, President & CEO Gregory Boroff, former Senior Vice President, External Communications Lisa Jakobsberg, Vice President of Marketing and Business Partnerships

Goodwill Industries International

Ryan Kuhn, Director of Marketing, Goodwill Industries International

Wendy Copeland, Vice President, Mission Service, Goodwill Industries International

David Hadani, Nebraska Heavy Industries, former Board Chair, Goodwill Industries International

Gidget Hopf, President and CEO, ABVI-Goodwill, Rochester, NY

Kim Zimmer, Vice President Communications, Goodwill Industries International

Memorial Healthworks! Kids’ Museum

Phil Newbold, President & CEO, Memorial Health Systems

Reg Wagle, Senior Vice President, CEO, Memorial Health Foundation

Diane Stover, Memorial Health Systems, Vice President, Marketing and Innovation, and Chief Experience Officer

Rebecca (Becky) Zakowski, Chief Infection Agent, Healthworks! Kids’ Museum

Sarah Seales, High Flying Kid Motivator, Healthworks! Kids’ Museum

Laura Garvey, Conductor of Creative Chaos (General Manager), Healthworks! Kids’ Museum

Inspiration Corporation

Diane Pascal, Director of Development & External Relations John Pfeiffer, Executive Director and CEO Lisa Nigro, Founder Shannon Stewart, Chief Operating Officer

Kids Help Phone

Ellen Réthoré, Vice President, Marketing and Communications Meghan Reddick, Director, Marketing Alyson Waite, Manager, Student Ambassador Program

NatureBridge

Jason Morris, Vice President of External Affairs and Programs

Susan Turner, Communications Director

Dr. Stephen Lockhart, Regional Vice President and Chief Medical Officer, East Bay Region, Sutter Health, San Francisco, CA; Chair, Board of Directors, NatureBridge

David Placek, President and CEO, Lexicon Branding and Board of Directors, NatureBridge

Stratford Shakespeare Festival

Antoni Cimolino, General Director Anita Gaffney, Administrative Director

Susan G. Komen for the Cure

Emily Callahan, Senior Vice President Global Marketing and Networks

Katrina McGhee, Senior Vice President, Global Business Development and Partnerships

Susan Carter Johns, Strategic Relationships Vice President

U. S. Fund for UNICEF

Caryl Stern, President & CEO Jay Aldous, Former Chief Marketing and Communications Officer Kim Pucci, Former Marketing Director Ed Lloyd, Executive Vice President and Chief Financial Officer Stevan Miller, Director, Partnership Development Alisa Aydin, Director, Interactive Marketing Anthony Pantaleoni, Partner, Fulbright & Jaworski L.L.P.’s New York office; Chair, U.S. Fund for UNICEF Board of Directors Lisa Szarkowski, Vice President, Public Relations Jennifer Dorian, Senior Vice President, TNT/TBS (Turner Broadcast Systems), Volunteer Committee Member, U.S. Fund for UNICEF

EXPERT INTERVIEWS FOR THE BOOK

Ten experts recognized for their work in branding—in both the nonprofit and for-profit worlds—were interviewed. We tested our hypotheses with them, learned from their knowledge and know-how and sought their recommendations. Their focus on Breakthrough Nonprofit Brands gave us real value in our analysis. Thank you to each for your time and expertise.

Sue Adkins, Director Cause Related Marketing, Business in the Community, UK

Suzanne Apple, Vice President of Business and Industry, World Wildlife Fund

Kurt Aschermann, President and Chief Operating Officer of Charity Partners

Thayne Forbes and William Grobel, Intangible Business, UK Cheryl Heller, CEO, Heller Design Kash Rangan, Professor of Marketing, Harvard Business School Mark Sarner, President, Manifest Communications, Canada Alan Siegel, Founder & Chairman of Siegel + Gale Ron Strauss, Brandzone

RESEARCH AND GENERAL SUPPORT

The Association of Fundraising Professionals, American Marketing Association, Nonprofit Special Interest Group, and Imagine Canada generously facilitated our omnibus survey of their members. The survey enabled us to glean nonprofits’ understanding, attitudes, and practices towards brand and branding. It also significantly contributed to finalizing our 11 Breakthrough Nonprofit Brand case studies.

We are indebted to Mike Wallace, Abby Schmidt, Carolyn Pisarri, and Stephanie Gurtman, Cone interns who provided important research support at critical points throughout the development of the book. Claire Malloy, long-time and highly supportive assistant to Carol Cone, provided critical support for the best part of the book project. Stephanie Sutton, assistant to Jocelyne Daw, was invaluable at the project’s end. Grateful thanks goes to the Alberta Museums Association for a grant to Jocelyne Daw that facilitated research travel.

A special note of appreciation is due to Cone LLC and Imagine Canada, our employers during much of the research and writing of this book, for their support. Cone LLC (www.coneinc.com) based in Boston, is a strategy and communications agency engaged in building brand trust. Cone creates stakeholder loyalty and long-term relationships through the development and execution of Cause Branding and Nonprofit Marketing. We are grateful to Edelman, the leading independent global PR firm for their support in marketing the book.

Imagine Canada (www.imaginecanada.ca), based in Calgary, Toronto, and Ottawa, is a national registered charity whose mission is to support and strengthen charities and nonprofits so they can, in turn, support the Canadians and communities they serve.

When the writing phase was completed, our talented freelance editors aided enormously. Talya Bosch helped streamline our thinking. She sweetened our prose, helped make sense of our core messages, and enhanced the flow of chapters. Pamela Brandt stepped in at the last minute and added great editorial insights and support to the final three chapters. Thanks to the team at Wiley, Judy Howarth, Susan McDermott, Kevin Holm and others who strongly supported the book’s development and contributed considerably to the final result.

A SPECIAL CO-AUTHORS’ACKNOWLEDGMENT

A heartfelt thanks goes to the contributions of my co-authors, Carol Cone, Anne Erhard, and Kristian Darigan Merenda. In writing this book our overarching goal was to provide new ideas and new thinking about the impact of strategic branding. We wanted to create a practical guide with actionable knowledge that could power extraordinary results for nonprofits—of any size and type.

Research and writing the book was a two and a half year journey that was a unique Canadian and American collaboration. Operating in large measure from Calgary, Alberta and Boston, Massachusetts, we met in person four times and then worked together through e-mail and countless phone meetings.

Together we built the book’s framework and themes, implemented the research study, and undertook expert interviews that led to the final selection of the case studies—nine American, two Canadian. Each co-author joined me in multiple interviews with our nonprofit case studies and provided critical intellectual input as the chapters developed. Each contributed to the writing of several individual chapters by adding vital insights and enhancing messaging. A final review of the book by each sharpened and strengthened the overall manuscript. Without a doubt their deep knowledge, extensive experience, and strategic thinking enhanced the quality of the book enormously. It would not be the book it is without their involvement. It was a privilege to work with them.

Jocelyne Daw, lead author Calgary, Alberta

PERSONAL THANKS

In a two-and-a-half-year period much personal support is needed to undertake a project of this size and continue day-to-day work and life responsibilities. We are all genuinely appreciative and thankful for the support of family, friends, and colleagues.

A few additional special thanks . . .

To my husband and son, Brian and Will, for making me laugh as I attempted to work, write, and become a new mom at the same time.

—Anne Erhard

I am deeply grateful to my husband, Justin, for making the world a brighter place and to my family, friends, mentors, and colleagues who have been a constant constant source of inspiration.

—Kristian Darigan Merenda

Many thanks to my sweet cat Minty, who purred in my lap during writing days. Love to my dear husband Harry, who knew when to stay away, hold my hand, or offer a hug when support was needed.

—Carol Cone

Much love to my husband, Bob Page, who supported me for almost a year when I left my position as vice president, Marketing and Community Engagement at Imagine Canada, to dedicate myself full-time to complete the research, writing, and coordination of this book.

—Jocelyne Daw

Introduction: The New NonprofitImperative

“Be brave, bold and bigger than the whole organization—that’s what break-through brands do. It’s got to be an invitation to join a cause and movement.”

—JENNIFER DORIAN, SENIOR VP, NETWORK STRATEGY & BRAND, TNT .AND U.S. FUND FOR UNICEF VOLUNTEER, MARKETING COMMITTEE

KOMEN FOR THE CURE: REALIZING THE NEW NONPROFIT IMPERATIVE

Can one person really make a difference? That was the question Nancy Brinker asked herself after her sister Susan G. Komen passed away from breast cancer at 36, following a three-year self-described war with the disease. Throughout her diagnosis, treatment, and seemingly endless hospital stays, instead of worrying about herself, Susan spent her time thinking of ways to make life better for other women battling breast cancer.

The year was 1980, and little was known about the disease. Even less was said publicly about what were considered two delicate subjects: breasts and cancer. Yet, breast cancer killed more women during the Vietnam War years than that war killed soldiers. Before Susan died, she begged her can-do sister to help the half million women worldwide diagnosed with breast cancer every year. Moved by Susan’s compassion for others, Nancy G. Brinker promised she would do everything in her power to end breast cancer forever.

With great determination, she launched the Susan G. Komen Breast Cancer Foundation in 1982 and its signature event, the Susan G. Komen Race for the Cure®, in 1983. By 2010, what was a cherished promise between sisters had grown into a movement that has raised and invested nearly $1.5 billion for breast cancer awareness, research, and programs. Komen is an extraordinary leader in the breast cancer arena, not just in its research and education investments but also in transforming the way people have thought, acted, and spoken about the disease.