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Brand Building Through the Board of Directors

This topic will be featured Thursday, April 7, 2011 Noon (USA Eastern time) on a Nonprofit Direct Teleseminar. A fee is charged. For registration information: http://www.nonprofit-direct.com/teleseminars.

Building and supporting the nonprofit Brand is important for the marketing, communications and development work of a nonprofit organization.  And Brand work starts with the Board of Directors.  Because we all need to be “on board” when it comes to Brand. Small to mid-size nonprofit organizations face particular challenges.  There may not be a marketing/communications professional on staff to see to the work that underlies Brand:  effective communications, determining the “voice” of the nonprofit, defining the value proposition.  The executive director, working with Board leadership, can recruit volunteers for a marketing/communications work group that gets the marketing work (clarify the value proposition, clarify who is the primary customer, create messages targeting supporting customers) done that will best represent and advance the nonprofit Brand.

Some nonprofit organizations budget a modest amount for a consulting marketing/communications professional.  Starting with as little as $5,000 can buy a piece of a professional’s time. And sometimes the firm or sole practitioner will discount their customary fee because they feel an affinity for the nonprofit cause. And want to help get the Brand in focus with a short list of activities that can get the organization on its way.

I highly recommend Gary Stern’s “Champions With A Cause: The Nonprofit Board Member’s Role in Marketing.” Required reading by board and staff to assure that the team is on the same page.

For more ideas on “how to,” please feel free to contact me via e-mail (s.p.99smith@gmail.com) or phone (781-334-4915).

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