Branding Done Right Raises More Money

Rebrand

When it comes to rebranding, there can seem be more questions than answers. Questions like:

  • Will rebranding increase donations?
  • Will rebranding make it easier for us to convey our organization’s impact and value?
  • Is now the time for us to rebrand?rebrand effect logo

We finally get answers to these million-dollar questions in The Rebrand Effect: How Significant Communications Changes Help Nonprofits Raise More Money (free download here).

This eBook from nonprofit communications agency Big Duck is based on the results of a national survey of 350 nonprofit organizations that rebranded within the last 10 years.

For the study, Big Duck defines a comprehensive rebrand as developing or changing four or more of these elements:

  • Brand strategy
  • Organizational name
  • Tagline
  • Logo
  • Key messages
  • Elevator pitch.

A limited rebrand includes three or fewer of these elements.

Here are the highlights of this study and what they may mean for your organization:

The Good News: Non-profits that Rebrand Raise More Money.

According to the study, most organizations invest in rebranding in hopes of connecting more quickly and firmly with individual donors and prospects. Statistics show those hopes are the reality for many organizations.

Rebranding

Fifty percent of organizations surveyed reported revenue growth, with the greatest increase seen in individual giving. This success rate is particularly striking since many participating organizations were in the process or rebranding, or had done so within the last one to two years, so felt it was too early to assess the impact of those changes.

Organizations that Comprehensively Rebrand See Greatest ROI.

More than half (56%) of the organizations that completed a comprehensive rebrand saw revenue increase, compared to 41% of organizations that implemented limited rebranding.

And the impact of comprehensive rebranding exceed revenue gains. The survey found that organizations making more comprehensive changes are likely to see these additional wins:

Greater audience participation, from program registration to activism.
Improved staff ability and confidence to communicate effectively about the organization, its impact, and value.
More media coverage.

rebrand

Several Factors Influence Rebrand Results.

The data shows that results stem from more than the rebrand itself. Organizations that rebrand with any or all of these elements already in place are far more likely to get to goal:

New, clear organizational focus or strategic plan (within last 12 months)
New leadership
Staff and leadership committed to advancing branding and communications changes.
In other words, these factors lead to relevant and robust rebrands. If your organization has any or all of these success factors in place, rebranding may well deliver significant value!

Dig into the full report from Big Duck to learn more about if, and how, rebranding done right is likely to move the needle for your fundraising efforts.

Bonus: Are you reflecting your brand in all aspects of your giving experience: Events, donation pages, emails, and peer-to-peer campaigns? If not, we can help. Talk to a rep to learn more.

Source: http://www.networkforgood.com/  By Nancy Schwartz , Nonprofit Marketing Coach and Problem Solver.

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