attention_getter In a recent Forbes magazine survey, readers were asked which companies they admired the most. Not so surprisingly, the top ten responses included Apple, Google, Microsoft, Coca-Cola and McDonald’s. Yes, these companies are giants and they are powerhouses – and they’re also marketing machines that know the value of a trustworthy brand.

Each of these corporations spends millions of dollars each year perfecting and advertising their brand and image. In 2010, Apple spent more than $691 million in advertising. This, of course, was the year that introduced the iPad and the iPhone 4 – but still, $691 million? Obviously, Apple doesn’t take its marketing campaign lightly, nor should it. Because even with this staggering amount spent, Apple is now a $50 plus billion company. Wow.

As impressive as these numbers are, nonprofits could learn a lesson from Apple and the other big boys. Image is everything and proper branding is a must. I really like what Joleen Deatherage has to say on nonprofit branding in her post in the Philanthropy Journal blog. She writes:

It is critical that nonprofits understand the importance of developing a strong nonprofit brand and how your brand literally lives within the minds of your audience.

Lack of clarity about or within an organization is usually the result of the absence of a core brand that connects with the intended audience.

I like to describe a brand as the "personality" of your organization, but it is much more than that. Your brand is the sum of all experiences at all touch points. It is the "gut feeling" someone has about your organization.

Nonprofit organizations have a great opportunity to embed a gut feeling into their audiences. This is ultimately what will differentiate your organization from your competition.

Did you catch that? This is ultimately what will differentiate your organization from your competition. Bingo! Think a clear message isn’t important to a grant funder? Think again. Have a clear and consistent message that will resonate with a grant funder. When you have a clear mission supported by your marketing efforts, the right people that want to fund that mission will take notice.

Need more suggestions for making an impression on grant funders? I have 60 Tips that will do just that.

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Right on!
written by Sandy Rees, September 02, 2011

I think that reputation and brand are things that each nonprofit must develop and protect. If the public starts to think of your organization as not trustworthy, you can hang up your fundraising hat and go home. It's over. That's why I encourage people to do everything they can to build trust with their donors, supporters, and the community.

Sandy Rees

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written by Kirsten Bullock, Fundraising Coach, September 01, 2011

Most of the organizations we work with have so many things they're working on at once, so it can be hard to provide a higher-level description. Rather than feeling like we need to describe every detail, a broadbrush description ends up making everything so much clearer. Thanks for the tips!

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written by Gayle L. Gifford, ACFRE, September 01, 2011

Walking the talk is an absolutely essential element of building a great brand. As Joleen pointed out, all the best PR and Corporate Identity work in the world won't matter if you don't deliver on your promises.