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Strengthen Your Brand, Strengthen Your Work

With about 25,000 nonprofits in Alberta alone, there is plenty we can all learn from one another. From our triumphs to our tribulations, we can all learn a thing or two from other nonprofits to apply to our own work in the sector.

Jennifer Esler, the previous Communications Manager at Volunteer Alberta, has been working and volunteering in the nonprofit sector for many years. With this experience under her belt, she has lots of valuable advice to share with other nonprofit professionals. We captured some of her wisdom about nonprofit branding:

What is your brand?

Jen found one of the most important things she learned working in nonprofits is to have a strong brand. Having a strong brand is just as important for nonprofits as it is for business.

Brand is the immediate feeling people have when they see, hear, and interact with an organization, and it goes much deeper than simply a logo. Your brand affirms what your organization stands for and values. It is the deep, underlying identity that guides your organization and informs how your staff and volunteers act and communicate.

Not having a clear vision of your brand and your mission confuses people and leaves discrepancies within your organization!

Who are your audiences?

Jen shared that one of the most important aspects of branding is knowing your audiences. Your audiences include anyone your organization interacts with: funders, clients, potential volunteers, partners, and the communities your serve.

Tailor your brand to your audience, not the other way around. Identify the goals and problems that the audience you are addressing may have from their perspective.

What moves a donor to give to your cause? How does a volunteer benefit from working with your organization? What concerns can you quell for your funders?

Once you have familiarized yourself with your audiences, you can decide how you would like to engage with them. Ask the following questions to guide your communications:

  • What do you want them to know?
  • How do you want them to feel?
  • What do you want them to find?
  • What action do you want them to take?

Answering these questions will help you pinpoint what your goals are and give you clarity about how to communicate your brand to your important stakeholders.

Know the ‘why’:

When we asked Jen what she thinks nonprofits should know about effective messaging and branding, she said that she wants people to remember the ‘why’:

  • Why your organization exists
  • Why clients choose your organization
  • Why staff show up to work every day
  • Why volunteers want to work with you

Understanding your ‘why’ will help strengthen your brand and messaging and ensure your programs and services match your mission and vision. A strong brand draws donors, volunteers, advocates, and funders to the organization, so ensuring that you communicate well supports your organization’s work!

Keep it simple

Branding can sound daunting. To keep things simple, Jen shared her top tips and tricks for getting nonprofit messaging and branding across:

  • Know your mission
  • Know why people engage with you
  • When writing messages, have a clear idea of what you want your audience to know

We hope that these tips will help your organization further develop your brand and share your vision!

Whitney Cullingham
Volunteer Alberta

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