Creative strategies on how brands work for advocacy and cause-related marketing.

Behind every successful nonprofit is a brand personality that matters. We look at the key steps to build a new brand or refresh a legacy brand to improve the relationship with your supporters. “They Googled us, and nobody wants to work here,” explained on Board member who insisted that a new brand was needed to attract qualified senior executives. How do you support immigrants while staying out of politics? We’ll examine how to focus on common ground instead of divisiveness to run a successful $16 million fundraiser. What do you do when your symbol is childish and off-brand? The CEO asked us to replace their popular symbol with something else without alienating the invested equity from long-term supporters.

Learning objectives:

You’ll learn:

• How to harness the power of your brand to connect to your key supporters.
• How to retain the loyalty of long-term supporters while building the groundwork for the next generation.
• How to deliver effective communication tools.