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The Marketing Edge (271)

Tuesday, 11 August 2015 14:45

Use consistent branding and be remembered

Written by Madeline Sim

Your business is defined by your brand, or lack thereof. Your brand, essentially who you are, should be designed to help you stand out from the competition.

Stick in consumers' minds

Wednesday, 05 August 2015 20:28

Five tips to help your rebrand be successful

Written by Ally Scott

There are many reasons why a company may choose to rebrand. For one, the company may have new products or services that need to be reflected in the new brand. Other reasons may include updating the look of the logo to keep up with new trends, or simply because the old logo is no longer attractive. Although many companies receive backlash from the public when they've made a change to their logo, we've provided a few tips that will help make the logo transition easier and, hopefully, accepted by your customers.

Figure out why you are rebranding. Although there are many reasons to rebrand, it may not be completely necessary and could cause more harm than good. (The Sci Fi Channel switching their name to a slang term for an STD, anyone?) If your sales are down or you are just sick of looking at your logo, you might want to give rebranding a second thought. If you rebrand too often (within five years) or with little strategy in mind, you might confuse your customers and give the wrong impression of your company.

Not everyone has spare money to donate to nonprofits, which can make asking for money difficult. People may not want to donate their money to you for a variety of reasons. They may feel that they don't have the extra funds, or they might not be aware of your organization and how their donations will benefit the community. These situations can make it uncomfortable asking people to support you and your cause. Here are a few things to keep in mind to make asking for donations for your nonprofit a little easier.

Tell your story

There are many ways to ask for money to support your nonprofit organization, some more successful than others. One of the ways you may not have spent much thought on is crowdfunding. Don't think this avenue is right for you and your nonprofit? Think again!

Crowdfunding is a way to raise money for your cause or organization without going out and finding investors or using all of your own money. It's pretty simple really: you decide how much money you need, make a short video explaining why, and people can donate as much or as little as they would like. Every bit counts, and anyone can do it!

A clean, up-to-date database is essential for all nonprofit organizations. Any development campaign generates a tremendous amount of data about prospects, donors, and ongoing projectswhich can quickly become an overwhelming tangle if not carefully managed. A few, simple planning and maintenance tips can help shape that mountain of information into a powerful and useful tool

Once you've defined your nonprofit's donor personas, you can craft a personalized, relevant message that persuades them to care about your cause and get involved. To be most effective, however, that message needs to demonstrate not only the importance of your cause, but also the distinctive value of your organization's approach. You can achieve this through clearly defining your nonprofit's unique value proposition (UVP).

A unique value proposition does exactly what its name suggests: it describes the exclusive, continuous value your donors will gain by supporting your cause. Specifically, it answers two questions:

Creating a customer persona and figuring out how to best communicate with your target audience is an imperative step for any marketing campaign. Before you can promote your work and draw supporters to your cause, you must have a clear picture of who your supporters are, what they're passionate about and what makes them tick. Do some research to create a detailed donor persona a specific, in-depth profile of the ideal donor you'd like to attract. Here are five questions you should ask yourself when creating your nonprofit's donor persona:

Who are my ideal donors? When creating a donor persona, you must first think about demographics of your ideal donor. Who is this person, where do they live, what is their income, their age, marital status, etc. This information will give you a much clearer picture of who your target is.

Relationship marketing is a strategy designed to foster customer loyalty, interaction and long-term engagement. It is designed to develop strong connections with stakeholders by providing them with information directly suited to their needs and interests and by promoting open communication.

The essence of non-profit marketing is based on relationship marketing, as it emphasizes donor and volunteer retention and satisfaction, helping the organization accomplish their mission and continue their activities.

In the busy world of nonprofits, where one employee usually wears many hats in the organization, it's often hard to find time to strategize about branding. However, building your nonprofit's brand should be a top priority. Building your brand will help you gain credibility and awareness of your organization and its services. Here are three quick and easy ways to build your nonprofit's brand:

  1. Make brand consistency second nature.

It's no secret that a solid development plan forms the backbone of successful nonprofit growth. Outreach makes up a huge part of nonprofit campaigns - but what's the best way to reach out and engage your target audience?

Modern digital culture offers endless opportunities for communication, and all those options can be overwhelming. That said, most campaigns can build a good starting foundation from some core communication channels.

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