To brand or not to brand?To brand or not to brand?A nonprofit’s questionA nonprofit’s question

Presented by Michael WalshPresented by Michael WalshMay 2004May 2004

Amherst H. Wilder FoundationAmherst H. Wilder Foundation

• Founded in1906Founded in1906• 100 human service programs100 human service programs• Saint Paul focusSaint Paul focus• 800 employees800 employees• Serving 50,000 people each yearServing 50,000 people each year

Wilder’s historyWilder’s history

• Established by Wilder family trustsEstablished by Wilder family trusts• Mission: Mission: “…“…to relieve, aid and assist the poor, sick to relieve, aid and assist the poor, sick

and needy people of the city of Saint Paul … by all and needy people of the city of Saint Paul … by all appropriate means … without regard to their appropriate means … without regard to their nationality, place of residence, sex, color, or religious nationality, place of residence, sex, color, or religious prejudices.”prejudices.”

Wilder’s financial situationWilder’s financial situation

• Investment income down over the last few Investment income down over the last few yearsyears

• Reductions in state and county fundingReductions in state and county funding

Current fundraising activitiesCurrent fundraising activities

• Planned Giving OfficePlanned Giving Office• Periodic mailings to list of 8,800 peoplePeriodic mailings to list of 8,800 people• Monthly tours of four Wilder programsMonthly tours of four Wilder programs• Annual fundraising breakfastAnnual fundraising breakfast

The problemThe problem

• Wilder has never had to aggressively Wilder has never had to aggressively promote itselfpromote itself

• The general public knows little if anything The general public knows little if anything about Wilderabout Wilder

• Wilder needs to expand its base of Wilder needs to expand its base of potential donorspotential donors

Research questionResearch question

• Should the Wilder Foundation implement Should the Wilder Foundation implement a Twin Cities-wide branding campaign as a Twin Cities-wide branding campaign as part of its fundraising efforts?part of its fundraising efforts?

• Branding defined as use of local mass Branding defined as use of local mass media such as newspaper / magazine media such as newspaper / magazine ads, radio spots, event sponsorship, ads, radio spots, event sponsorship, television coverage, and more.television coverage, and more.

MethodologyMethodology

• One-page survey - 14 questionsOne-page survey - 14 questions• Cover letter explained reasons for study Cover letter explained reasons for study

and what branding might consist ofand what branding might consist of• Wide variety of participantsWide variety of participants• Mailed to 500 randomly selected people on Mailed to 500 randomly selected people on

Wilder’s mailing list on Jan. 1, 2004Wilder’s mailing list on Jan. 1, 2004• Responses mailed back by Jan. 31, 2004Responses mailed back by Jan. 31, 2004

Examples of survey questionsExamples of survey questions

• Do you live in the east metro area?Do you live in the east metro area?• Have you ever donated to Wilder?Have you ever donated to Wilder?• How aware do you believe the general How aware do you believe the general

public is of Wilder?public is of Wilder?• Do you believe Wilder should implement a Do you believe Wilder should implement a

Twin Cities-wide branding campaign?Twin Cities-wide branding campaign?

ResultsResults

• 67 surveys returned = 13.4 percent 67 surveys returned = 13.4 percent response rateresponse rate

• 43 percent of respondents are donors43 percent of respondents are donors• 53 percent of respondents are east metro 53 percent of respondents are east metro

residentsresidents

How long have you known of How long have you known of Wilder?Wilder?

How aware do you think the Twin Cities’ How aware do you think the Twin Cities’ general population is of Wilder?general population is of Wilder?

Do you believe Wilder should try to increase Do you believe Wilder should try to increase public awareness through branding?public awareness through branding?

If Wilder brands, should it use only If Wilder brands, should it use only east metro media?east metro media?

Would branding be a wise use of Would branding be a wise use of Wilder resources?Wilder resources?

Potential problems and limitationsPotential problems and limitations

• Low response rateLow response rate• Potential displeasure among current Potential displeasure among current

donorsdonors• Sample population too close to WilderSample population too close to Wilder

ConclusionsConclusions

• Research Question:Research Question: Should the Wilder Should the Wilder Foundation implement a Twin Cities-wide Foundation implement a Twin Cities-wide branding campaign as part of its branding campaign as part of its fundraising efforts?fundraising efforts?

• Answer to research question is aAnswer to research question is a

cautiouscautious “yes” “yes”

RecommendationsRecommendations

• Recommend in-depth interviews with a Recommend in-depth interviews with a variety of peoplevariety of people• What their impressions of Wilder are

• Why they might or might not support Wilder

• Why they support other nonprofits

Questions?Questions?