The NonProfit Times - May 15, 2008 - (Page 1)

The Leading Business Publication For Nonprofit Management • www.nptimes.com • $6.00 U.S. May 15, 2008 Tying Multiple Sub-Brands To The Primary Idea BY TOM POPE hree people stand under a green slanted image of a house in the Habitat for Humanity International’s main logo. Habitat also has a hammer with a flower for the Women Build program.An image of a person spreading his arms stands for the youth programs. Blogging From The Top Donors – and everyone else – get access to the boss T How many brands are too many for an organization? Some experts believe logos aren’t the same as brands. Brands are the perception held by an audience.The logo has to reflect part of that perception. “We came up with program logos based on several main audiences of Habitat,” said Jessica Boatright, director of Marketing and Branding in Americus, Ga.“The logos came from our department heads’ program identifiers.” Other unique logos are driven by the church relationships and global audiences. Each program is interlocked with the umbrella Habitat logo. Habitat’s process of brand strategy has evolved since 2005 when the nonprofit updated the global brand. “Historically, the four areas had the largest and most actively engaged audiences,”Boatright said. Habitat aimed for an image the audience was used to seeing.“We wanted the sub-brands to show something similar to the umbrella brand,” she said. The link between the program sub-brand and the umbrella logo is usually immediate. “The program identifier never appears alone without the global brand,” she said. “That identity insures that the program is always connected to the organization.” Organizations use branding strategies to attract as many donors as possible. Habitat sought to show many ways existed to engage with the nonprofit. The images reflect that a donor could go overseas to help, could build with an affiliate in his community, or simply donate. “The Women Build program is underwritten by a national sponsor,” she said.“The subbranding gives us a chance to partner with sponsors like Lowe’s Stores or State Farm.” Sub-brands can fit with local communities.The logo for an affiliate can link with the umbrella logo. “In the U.S., we have Branding, page 9 Sam Singh, former president of the Michigan Nonprofit Association, is spanning the globe this year, and chronicling his adventures with nonprofits at www.singharoundtheworld.com. BY MARK HRYWNA sk a techie whether your nonprofit should be blogging and the answer might be,“What are you waiting for?” Ask a nonprofit CEO and the answer could be closer to,“Who’s got time?” or “What’s the ROI?” A G If return on investment (ROI) is the sole measure of success for an endeavor, then a blog might not be for you. However, some nonprofits are turning to blogs to help craft their messages and encourage more active participation with their organizations. Soles4Souls, a Nashville, Tenn.-based charity that collects and distributes shoes to people who need them, has had a blog since the organization started three years ago.“It’s really our means of community,” said CEO Wayne Elsey. Though Soles4Souls gets plenty of media attention, a blog is “our way of being on the 6 o’clock news every day,” Elsey said, whether it’s reporting about a large donation of shoes received, or a need for donations in response to a disaster. “We get shoes, we give them away. Whether it’s a disaster that just happened, whether in Tennessee or overseas, like in Katrina, we just communicate where the Blogging, page 4 Giving The Donor The Chance To Say Yes It starts with multiple marketing and response channels iving to a charity can seem to a donor as if it’s an episode of Let’s Make A Deal. Will the donor choose the email, the letter, or the phone call? Sometimes donors feel as though they’ve made a bad deal when they get no response instead of the big deal of the day, a simple thank you. Fundraising, Epsilon; and Kristie Hazard, account director, at BartonCotton. The panel was moderated by Paul Clolery, vice president and editorial director, The NonProfit Times and Rick Christ, president, NPAdvisors.com. Paul Clolery: There has been a lot of talk lately regarding marketing across all aspects of a charity. It seems to me that’s a noIt’s a marketing issue with the nonprofit. brainer. Why is this so hard to sell to people? Response and internal structure of how to Tom Gaffny: It stems from human narespond to donors was the topic of an NPT ture. And the first question, or one of the Executive Session held earlier this year at first questions, any of us asks is, okay,“what the National Press Club in Washington, D.C. The discussion went for more than an From left: Rick Christ, Curtis C. Deane, Paul Clolery, do I need to do to be measured as being sucTom Gaffny, Peter J. Carey, Kristie Hazard cessful?”It all comes down to measurement. hour and below are edited comments. The How nonprofits tend to measure success is based on how well complete transcript can be read at www.nptimes.com The participants were Peter J. Carey, vice president, Strategic that person does driving the channel for which they’re responsiMarketing, Sage Software; Curtis C. Deane, president, AFP Foun- ble. Human nature being what it is, if I am running the direct marExecutive Session, page 6 dation for Philanthropy; Tom Gaffny, executive vice president, ADVERTISEMENT EXECUTIVE Session THIS FRONT PAGE NEWS IS FOR YOU The first custom Visa program for smaller organizations has a $100 donation waiting for your group. Call 1-866-747-7488 or visit www.cardpartner.com. http://www.nptimes.com http://www.singharoundtheworld.com http://NPAdvisors.com http://www.nptimes.com http://www.cardpartner.com http://www.cardpartner.com

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The NonProfit Times - May 15, 2008 Tying Multiple Sub-Brands To The Primary Idea Executive Session: Giving The Donor The Chance To Say Yes Blogging From The Top Contents Striking The Best Deal Don't Be Fooled Immigrants And Philanthropy Bringing In The Dough Good And Bad Organizational Evaluation Design Your Message You’ve Got Mail? Hybrid Power Calendar NPT Jobs Resource Directory

The NonProfit Times - May 15, 2008

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