June 2005

Excerpt from Branding for Success: A Roadmap for Raising the Visibility and Value of Your Nonprofit Organization

Maximizing Opportunities

An excellent branding opportunity is about to present itself to one of your staff who is attending a party unrelated to your organization's business. She is among a group of strangers. Not surprisingly, everyone is fetching for conversation. The inevitable ice-breaker is posed: "So, what do you do for a living?" The ensuing conversation can either be a boost to your organization's brand or a squandered opportunity.

Conversation 1

"I work for a local community development corporation," she replies.

"Oh? What does it do?"

"We do lots of things. It's really hard to explain."

End of conversation.

Conversation 2

"I work for a local community development corporation. We're a nonprofit that helps low- and moderate-income families buy homes they can afford."

"Oh, really?"

"Yes, if they have financial problems, we provide them with free debt counseling, and then suggest ways that will help them save money for their down payment. In some cases, we even offer them grants."

"No kidding."

"No, and before they buy a home, we provide a pre-purchase course so they'll know what to expect when they begin dealing with real estate agents, mortgage brokers, housing inspectors and attorneys, as well as what will be required of them at closing."

"I wish I'd known more about that stuff before I bought my first home."

"Lots of people do. We also offer a post-purchase course and a course on home maintenance so they'll know what it takes to take care of and stay in their new home."

"And all this for free!?"

"Yes, or for a very nominal cost for some of the services. You see, we're funded mostly by foundation, corporate, and government grants, as well as gifts from individuals. But we're always looking for additional revenue so we can help more people. We use some of our funds to purchase and refurbish old housing stock in the community. As bad as the economy was around here last year, we were responsible for more than $6 million worth of local economic activity, most of it going to small businesses."

"I'm impressed. I've got some friends and family members who might be able to use your services. I also know someone who might be able to help you out financially. Does your organization accept donations?"

Begin Branding from the Inside Out

The above two conversations provide an excellent argument for why it's important to begin your branding from the inside out.

Many small- and medium-size nonprofits and businesses often shy away from branding because they think it requires large advertising budgets, which most can't afford. Others believe that once they have developed a logo and have agreed on their brand identity, their next step is to go public with their brand messages.

What they often fail to realize is that some of their best branding opportunities are through word of mouth that starts with their employees, volunteers, donors, and service recipients. If they are passionate believers in the work that you do, are valued as partners in achieving your mission, and well versed in the messages you are seeking to send to your audiences, then these people are the best Brand Ambassadors you could hope for.



Larry Checco
© 2005, Larry Checco. From Branding for Success: A Roadmap for Raising the Visibility and Value of Your Nonprofit Organization. Reprinted with permission.

Larry Checco is president of Checco Communications and author of Branding for Success: A Roadmap for Raising the Visibility and Value of Your Nonprofit Organization. In more than 25 years of nonprofit communications experience, he has helped raise the brand visibility, fund-raising capabilities, membership levels, and impact of some of the nation's most respected nonprofit organizations and government agencies. For more information, go to www.Checcocomm.net.