Like this webinar? Vote for us! http://bit.ly/YYPETz Successful branding creates an emotional connection between your organization and your audiences. How can your nonprofit use branding and marketing methods and models to connect with audiences and advance your mission? Join us as we take a look behind the scenes of a recent social marketing campaign for the U.S. Committee for Refugees and Immigrants (USCRI), a 100-year-old humanitarian organization, to learn how they used branding techniques to triple their digital reach and engagement.

1. CONNECT AUDIENCES WITH YOUR CAUSE
How Can Branding Benefit the Benevolent?
May 14, 2013

2. Housekeeping
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3. LAURA KISAILUS

4. JENELLE ELI

5. 1. 2. 3.
How Can Branding Benefit the Benevolent?

6. What is a brand?

7. An emotional connection
between your organization and your audiences.

8. I thought my logo was my brand.

9. Water break.

10. How does this picture make you feel?

11. And now?

12. U.S. Committee for Refugees and Immigrants

14. USCRI’S Goals
 Raise
organiza0on
profile
 Gain
media
exposure
 Tell
stories
 Establish
thought-­‐leadership
 Encourage
online
fundraising

15. BRAND DIRECTSOCIAL
Essence
Expression
Emo-on
Experiences
Engagement
Ac-on
Involvement
Crea-ve
Experimental

16. So how can you unlock
the fabric of your benevolent brand?
+ =

17. Shape the Story
Define the Platforms
Create the Content
Measure the Results

18. 1. Shape the Story

19. Uncover and Define
Brand
PlaLorm
&
Messaging
Organiza-onal
Objec-ves
Market
Landscape
Comparator
Analysis
Brand
Image
Audience
Needs

20. Brand Personality
service-­‐oriented
red
old
ac0vists
voracity
tenacious
brave
impar0al
(poli0cally-­‐balanced)
non-­‐sectarian
human-­‐focused

21. Messaging

22. Positioning
Interna-onal
Domes-c
Harm
Home

23. Comparators

27. The
Issues
Program
Success
The
Human
Story,
The
American
Story
Migrants’
Achievements

28. Campaign Concept

29. Here for Good

30. Here for Good
Meaningful.
Conveys
brand
essence.
Flexible.
Works
across
programs
and
the
en0re
brand.
Func-ons
as
a
framework.
Can
contain
many
messages.
Timeless.
2013
and
beyond.
Adaptable.
Online,
offline,
and
across
social.
#HereForGood
Emo-onal.
Clear
and
powerful.
Mo-va-ng.
Call
to
ac0on,
posi0vely
contagious.

31. Brand Image

35. Here for Good

37. 2. Define the Platforms

38. USCRI’s Social Ecosystem
DC
1
5
6
4
3
2

40. 2. Create the Content

41. Content Audit

42. Content Planning
Educa-onal
Inspira-onal
Engaging
Call
to
ac-on
The
Issues
Graphics
and
stats
showing
numbers
and
concentra0on
of
refugees.
USCRI
Program
Success
%
of
self-­‐sufficient
within
180
days.
Volunteer
quota0ons.
Sign
up
for
more
email
alerts!
Migrant
Stories
Cultural
impact.
Mentor
stories.
Drawing
parallels
of
historical
immigra0on
waves.
Asking
for
par0cipa0on.
Types
Topics

44. USCRI
Programs
What
we
do.
Where
we
work.
Cover
photo
Koula’s
US
map
image
being
designed
for
the
annual
report.
Images
Organiza0onal
facts
displayed
as
infographics
superimposed
over
USCRI-­‐provided
images.
10,924

45. Content Creation

52. Content Curation

54. Tout.com/uscri

59. Measure the Results

60. USCRI’S Goals
 Raise
organiza0on
profile
 Gain
media
exposure
 Tell
stories
 Establish
thought-­‐leadership
 Encourage
online
fundraising

61. Multichannel Benefits

62. Results

63. RESULTS
The
Issues:
Hope,
Courage
Migrant
Stories
I:
Humanitarian
Quotes
USCRI
Programs
Migrant
Stories
II:
Immigra-on
Stories
The
Issues
II:
Myths
&
Facts

64. Q&A
Laura
Kisailus
lkisailus@forumone.com
Here
for
Good
facebook.com/uscri