connect audiences with your cause: how can branding benefit the benevolent

CONNECT AUDIENCES WITH YOUR CAUSE How Can Branding Benefit the Benevolent? May 14, 2013

Housekeeping

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LAURA KISAILUS

JENELLE ELI

1. 2. 3. How Can Branding Benefit the Benevolent?

What is a brand?

An emotional connection between your organization and your audiences.

I thought my logo was my brand.

Water break.

How does this picture make you feel?

And now?

U.S. Committee for Refugees and Immigrants

USCRI’S Goals

 Raise  organiza0on  profile  

 Gain  media  exposure  

 Tell  stories  

 Establish  thought-­‐leadership  

 Encourage  online  fundraising  

BRAND DIRECT SOCIAL

Essence  Expression  Emo-on  Experiences  

Engagement  Ac-on  

Involvement  Crea-ve  

Experimental  

So how can you unlock the fabric of your benevolent brand?

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Shape the Story Define the Platforms Create the Content

Measure the Results

1. Shape the Story

Uncover and Define

Brand  PlaLorm  &  Messaging  

Organiza-onal  Objec-ves  

Market  Landscape  

Comparator  Analysis  

Brand    Image  

Audience  Needs  

Brand Personality

service-­‐oriented  

red    old  

ac0vists  

voracity  

tenacious  

brave  impar0al  (poli0cally-­‐balanced)  

non-­‐sectarian  

human-­‐focused  

Messaging

Positioning

Interna-onal  Domes-c  

Harm  

Home  

Comparators

The  Issues   Program  Success  

The  Human  Story,  The  American  Story

Migrants’    Achievements

Campaign Concept

Here for Good

Here for Good Meaningful.  Conveys  brand  essence.  

Flexible.  Works  across  programs  and  the  en0re  brand.  

Func-ons  as  a  framework.    Can  contain  many  messages.  

Timeless.  2013  and  beyond.  

Adaptable.  Online,  offline,  and  across  social.  #HereForGood  

Emo-onal.    Clear  and  powerful.  

Mo-va-ng.    Call  to  ac0on,  posi0vely  contagious.  

Brand Image

Here for Good

2. Define the Platforms

USCRI’s Social Ecosystem

DC

1

5

6

4

3

2

2. Create the Content

Content Audit

Content Planning

Educa-onal   Inspira-onal   Engaging   Call  to  ac-on  

The  Issues   Graphics  and  stats  showing  numbers  and  concentra0on  of  refugees.  

USCRI  Program  Success  

%  of  self-­‐sufficient  within  180  days.  Volunteer  quota0ons.  

Sign  up  for  more  email  alerts!  

Migrant  Stories  

Cultural  impact.  Mentor  stories.  

Drawing  parallels  of  historical  immigra0on  waves.    Asking  for  par0cipa0on.  

Types  

Topics  

 USCRI  Programs    What  we  do.    Where  we  work.    

Cover  photo  Koula’s  US  map  image  being  

designed  for  the  annual  report.  

Images  Organiza0onal  facts  displayed  as  infographics  superimposed  over  

USCRI-­‐provided  images.  

10,924

Content Creation

Content Curation

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Measure the Results

USCRI’S Goals

 Raise  organiza0on  profile  

 Gain  media  exposure  

 Tell  stories  

 Establish  thought-­‐leadership  

 Encourage  online  fundraising  

Multichannel Benefits

Results

RESULTS

The  Issues:  Hope,  Courage  

Migrant  Stories  I:  Humanitarian  

Quotes  

USCRI  Programs  

Migrant  Stories  II:  Immigra-on  

Stories  

The  Issues  II:  Myths  &  Facts  

Q&A Laura  Kisailus  

lkisailus@forumone.com  Here  for  Good  

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