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How does rebranding impact nonprofits?

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Slides from 2015 Nonprofit Marketing Conference (MarkCon) presented by myself, Neill Bogan (NY Common Food Pantry), Aaaron Charlop-Powers (Neighborhood Trust Financial Partners) and Mohan Sivaloganathan (Sheltering Arms). How does branding help a nonprofit advance its mission? How does it impact communications and fundraising? This interactive session shared highlights from Big Duck's ebook, The Rebrand Effect, which explores the findings of a nationwide survey completed by over 350 nonprofits.

In this session, we articulated the benefits and influences of branding on a nonprofit, and demonstrated how it can provide a basis for more streamlined, compelling fundraising with individuals and corporations. We also talked about how rebranding can strengthen an organization's culture, and how, when coupled with strategic planning or a new fundraising strategy, it can best set up a nonprofit for effective fundraising.

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How does rebranding impact nonprofits?

  1. 1. bigducknyc.com How does rebranding impact nonprofits? #MarkCon
  2. 2. Aaron Charlop-Powers Director of External Relations Neighborhood Trust Financial Partners @NTFP_Official Neill Bogan Director of Development and Communications New York Common Pantry @NeillNYCP Mohan Sivaloganathan Chief Development Officer Sheltering Arms @mdotsiva Farra Trompeter Vice President Big Duck @farra
  3. 3. www.bigducknyc.com/brandraising
  4. 4. www.bigducknyc.com/rebrandeffect
  5. 5. What did you change and why?
  6. 6. Our new look was unveiled in March 2013
  7. 7. It was well received by stakeholders
  8. 8. When supporters come in their logo’d shirts...
  9. 9. It pays to have a sharp look of your own
  10. 10. Before
  11. 11. Before
  12. 12. After
  13. 13. After ShelteringArmsNY.org
  14. 14. After
  15. 15. Why are so many nonprofits rebranding lately?
  16. 16. What can changing the brand really achieve?
  17. 17. How has rebranding changed your organization?
  18. 18. How long did it take until you saw results?
  19. 19. What contributed to making your rebrand so successful?
  20. 20. What won’t rebranding fix?
  21. 21. 1.  Big transitions (leadership, board, etc) 2.  Disruptive founder / CEO 3.  Internal communication problems 4.  No budget / time 5.  Murky organizational strategy / mission Red flags
  22. 22. Organization capacity ❑  We have a clear strategic plan. ❑  Our staff and board are aligned behind the plan. ❑  The right people are ‘on the bus’ at our organization. ❑  Our leadership believes in the need for rebranding. ❑  We have the resources to do it right. Is it time to rebrand? Don’t rebrand if you score a 3 or less.  
  23. 23. http://www.bigducknyc.com/timetorebrand
  24. 24. Thank You!

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