Brandraising: Raising Money

and Visibility Using

Smart Communications with guest expert Farra Trompeter

Audio for this event will be available beginning at 1 pm ET

via your computer speakers or headphones

@Network4Good

#nonprofit911

bigducknyc.com

Brandraising

#brandraising

Vice President, Big Duck

@Farra

@BigDuck

Farra Trompeter

#brandraising

What we’ll cover today

• What can branding do for my nonprofit?

• What is brandraising?

• What results might we expect?

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Why should nonprofits think about branding?

Reasons nonprofits communicate

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What is

brandraising?

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Positioning The big differentiating idea you

strive to own in the minds of your

target audiences

Personality The tone and style you want to

communicate and be associated

with

Positioning +

Personality =

Brand strategy

#brandraising

• Logo

• Colors

• Typography

• Use of imagery / graphics

Visual identities contain

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• Name, abbreviation

• Tagline

• External vision, mission,

values statements

• Key messages

• Elevator pitch

Messaging platforms contain

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Nonprofits have to move

multiple audiences up a

‘ladder of engagement’

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Reading

The Brand IDEA Positioning:

The Battle for Your Mind Brandraising

What can changing

the brand really

achieve?

www.bigducknyc.com/rebrandeffect

• Brand strategy

• Name, tagline, logo

• Key messages, elevator pitch

• Website

• Social media presence

• Communications plan

• Training staff/board on messaging

• Market research

What changed?

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Case study

Positioning

Parent Project Muscular Dystrophy is

the strength of the Duchenne

community.

Personality

• Strong

• Passionate

• Bold

• Leading

• Expert

• Responsive

Vision and Mission

We envision a world in which all young men

with Duchenne survive their diagnosis and

live long, healthy lives.

Parent Project Muscular Dystrophy’s

mission is to end Duchenne. We accelerate

research, raise our voices in Washington,

demand optimal care for all young men,

and educate the global community.

Key Messages

• Problem: What is Duchenne and

how does it affect those who get it?

• Impact: How does our work make a

difference in the fight to end

Duchenne?

• Action: How can you help us end

Duchenne?

Elevator Pitch

Parent Project Muscular Dystrophy is

the leading nonprofit in the fight to end

Duchenne, which is fatal and has no

cure. We fund programs that help young

men with Duchenne live longer,

stronger lives.

We have a clear strategic plan.

Our staff and board are aligned behind the plan.

The right people are ‘on the bus’ at our

organization.

Our leadership believes in the need for

rebranding.

We have the resources to do it right.

Is it time to rebrand?

#brandraising

We have a clear strategic plan.

Our staff and board are aligned behind the plan.

The right people are ‘on the bus’ at our

organization.

Our leadership believes in the need for

rebranding.

We have the resources to do it right.

Is it time to rebrand?

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Don’t consider rebranding unless you check 4-5!

#brandraising

• Your brand is a system

• Positioning and personality can drive

your brand

• Everyone, everything is a ‘brand

ambassador’

Key points

What’s your one big

takeaway?

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Thank You!