Nonprofit branding is every bit as important as branding in the for-profit world. In the private sector, strong brands benefit companies by allowing them to stay top-of-mind with their clients, to charge a premium and to command loyalty.  Nonprofit brands can reap similar rewards if they build a strong brand.  But here are some pitfalls to caution you as enter the process of nonprofit branding.

As a nonprofit organization, building your brand image is one of the most important steps to becoming sustainable. A brand is more than just a logo or an image. It is the way people think about you, recognize you, and understand what you are all about. In short, without a brand, it can be very difficult for anyone potential giver to engage your organization. Everything your organization does contributes to your nonprofit brand.

Successful Nonprofit Branding

Numerous factors go into building a brand that is recognizable. Of course, you will need to be the type of organization people want to be a part of by doing good business. Yet, there is more to it. The following are some of the most common myths associated with building such a brand image.

#1 – It’s All About the Logo

Yes, a logo does matter. In fact, every detail of it will play a role here. However, there is more to the process than just the logo. There are many terrific and successful organizations that have mediocre logos.  Certainly, you should aim higher.

Any image you create for your brand should reflect the overall successes and goals of the organization. In short, it is best to improve the way your organization does business and its marketing methods prior to putting all of your money into creating a logo.

#2 – Your Name Must Link to Your Organization’s Cause

Although it is a good idea to provide some link in your brand’s name to the cause you are working with, this is not always necessary. If you can add a special appeal or unique story behind the organization’s founding, which may play better towards the goals you have of becoming well known. In fact, there are so many associations and centers out there that these get lost. Something truly unique in a name can make a big impression.

#3 – You Can Base All of Your Advertising Online

Online marketing will be a big component of your brand building, but that’s not all there is. People who want to give and be a part of your organization expect in-person, real-life interaction, too. This is more than just connecting online.  To overcome this, host a special, signature event for your organization. It is also a good idea to have a spokesperson lined up for your organization as it helps to put a face to the name.

Overall,  successful nonprofit branding comes from working with the right marketing team. It stems from building good rapport with those you are already working with, too. As a well-known brand, you can accomplish more because people know you and they are willing to contribute to your organization. Don’t become a victim of these myths of nonprofit branding. Instead, build your brand through authentic, transparent, and emotionally-engaging communication with your stakeholders.

According to some surveys, the average American donates 24 percent of her annual donations during the period between Thanksgiving and New Year’s.  Every non-profit with the hopes of creating a non profit holiday marketing campaign will need to get into the groove now. Planning your non profit holiday marketing campaign sooner rather than later can help you to ensure creativity, effectiveness, and originality are a part of the process. And, you’ll need to do more than just ask for donations.

Develop a Fundraising Plan

As the holiday season approaches, it is critical to think about how you will tap into this reserve of giving that people do at the end of the year. Here are some questions to ask first:

• What amount of giving comes from this time of year annually for your organization? What percentage of increase is realistic and necessary to sustain your organization next year?
• Who are the most likely givers during the season? Corporations, individuals, big money spenders, or everyday Americans?
• What marketing method is ideal for you to achieve your goals? It could be the use of direct mail, social media, public relations, online and offline advertising plans and special events.

Once you have established your non profit holiday marketing goals for the season, a fundraising campaign can begin to take structure. Hire an agency or a team of professionals to manage the process for you. Ultimately, if you hire correctly, the results will be worth your investment.  Your holiday campaign may include:

• Holiday-specific slogan, logo and marketing message creation
• Social media campaigns (Facebook and Twitter are excellent platforms for this)
• Redesign or update to the organization’s blog or website to include this new campaign focus
• A call-to-action – why should consumers donate now?
• Offline marketing methods including television, radio, in-person events, spokespersons.  Seek local media for no/low cost public relations and press release publications.
• Create a detailed plan to identify and target your likely donors.  Who are the sources of your funds? Where are they, what are they giving and what do plan to do to get their attention?

Remember that any non profit holiday marketing campaign also needs to fit within your long-term strategic goals. This includes managing each aspect of the process of growing your brand and developing the funds necessary to achieve your goals.

Holidays bring out the best in people, but you still have to compete with thousands of other organizations for your prospective donors’ attention and dollars.  Nevertheless, now is the time to turn your focus on the holiday season and to ensure your team is beginning their focus on your holiday campaign to raise funds.