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If asked to rank their current and future needs, many managers of non-profit
organizations would likely place branding at the bottom of the list. If asked why,
some might reply: “I can’t afford to undertake a major branding effort right now.”
That’s the wrong answer. In today’s competitive funding environment branding, or
communicating the character or purpose of an organization, is more important than
ever.

Developing or revamping a non-profit’s brand can have many benefits. Some of the
most significant include increased donations and membership. Given this, can any
non-profit afford not to do it? Following are five reasons why branding just can’t
wait.

Reason #1: Branding Instills Discipline

Any branding effort should begin with a careful analysis of whether an
organization’s mission is truly aligned with its activities. Is the organization
delivering on its promises? If it isn’t, it has a big problem. Non-profits that have
strong brands do what they say and say what they do. A branding effort can help a
wayward organization correct its course.

Reason #2: Effective Branding Improves Clarity

Potential funders and members are more willing to donate time and money to
organizations they understand and support. A non-profit with a strong brand will
have an easier time communicating its mission and value.

Reason #3: Branding Increases Quality

Organizations with weak brands often deliver poor service. Those that provide high
quality products and services have strong brands and intense customer loyalty.
Undergoing a branding effort can force a non-profit to carefully evaluate the quality
of its offerings and improve where necessary.

Reason #4: Branding Can Motivate Staff and Volunteers

Staff and volunteers that identify with and support an organization’s mission are
more motivated and engaged. Organizations with strong brands are in a better
position to inspire and activate these important human resources.

Reason #5: Branding Benefits A Non-Profit’s Constituents

A non-profit’s constituents can only benefit from an organization that has a clear
mission, high-quality service and motivated staff or volunteers. This is the
number-one reason organizations should consider undertaking a branding effort.

Clearly branding is critically important. Non-profits can’t afford to neglect this
important activity if they want to ensure they are operating and communicating as
efficiently and clearly as possible.

(c) Fard Johnmar

Fard Johnmar is founder of Envision Solutions, L.L.C., a full-service healthcare
marketing communications consulting firm. Envision Solutions provides
innovative products and services to not-for-profit and for-profit
organizations. Envision Solutions’ goal is to make our clients more efficient
and successful. For more information about how Envision Solutions can help
you, please visit http://www.envisionsolutionsnow.com.

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