Sandeep Kulshrestha

Branding for a Non-Profit CharityBranding for a Non-Profit Charity

The context

Organisation associated with a cause Limited Resources Committed Employees Ethical expectations in Fund Management by donors Management commitment

Strategic Direction

Branding should be in alignment with the mission, vision and values of an organisation, with overall direction of top management.

Question to be asked is “what does this brand stands for” and “From where we are now to what will we be after one year, two years and three years”

The choices

Corporate Fundraisers Organising Events/road shows in collaboration with partnering

organisations Regular Newsletters to all donors (including individuals/institutions) Public Relations (if resources permit, hire a PR Agency for media

relations, coverage in national/international press, roping in celebrities, coverage on radio/tv etc)

Regular communication with Government authorities Fun events with the employees. Let all be part of branding and

communicating Innovative products which can be sold through specific shops, for fund

raising Development of a Balanced Scorecard where branding is linked with all

employees’ KRA (with variations, of course!) Usage of free toolkits available on sites like civicus.org and also to

develop internal protocols

For resources, tips and more, write to sankulsh@boxbe.com