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Brandraising: Raising Money
and Visibility Using
Smart Communications with guest expert Farra Trompeter
Audio for this event will be available beginning at 1 pm ET
via your computer speakers or headphones
@Network4Good
#nonprofit911
bigducknyc.com
Brandraising
#brandraising
Vice President, Big Duck
@Farra
@BigDuck
Farra Trompeter
#brandraising
What we’ll cover today
• What can branding do for my nonprofit?
• What is brandraising?
• What results might we expect?
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Why should nonprofits think about branding?
Reasons nonprofits communicate
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What is
brandraising?
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Positioning The big differentiating idea you
strive to own in the minds of your
target audiences
Personality The tone and style you want to
communicate and be associated
with
Positioning +
Personality =
Brand strategy
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• Logo
• Colors
• Typography
• Use of imagery / graphics
Visual identities contain
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• Name, abbreviation
• Tagline
• External vision, mission,
values statements
• Key messages
• Elevator pitch
Messaging platforms contain
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Nonprofits have to move
multiple audiences up a
‘ladder of engagement’
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Reading
The Brand IDEA Positioning:
The Battle for Your Mind Brandraising
What can changing
the brand really
achieve?
www.bigducknyc.com/rebrandeffect
• Brand strategy
• Name, tagline, logo
• Key messages, elevator pitch
• Website
• Social media presence
• Communications plan
• Training staff/board on messaging
• Market research
What changed?
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Case study
Positioning
Parent Project Muscular Dystrophy is
the strength of the Duchenne
community.
Personality
• Strong
• Passionate
• Bold
• Leading
• Expert
• Responsive
Vision and Mission
We envision a world in which all young men
with Duchenne survive their diagnosis and
live long, healthy lives.
Parent Project Muscular Dystrophy’s
mission is to end Duchenne. We accelerate
research, raise our voices in Washington,
demand optimal care for all young men,
and educate the global community.
Key Messages
• Problem: What is Duchenne and
how does it affect those who get it?
• Impact: How does our work make a
difference in the fight to end
Duchenne?
• Action: How can you help us end
Duchenne?
Elevator Pitch
Parent Project Muscular Dystrophy is
the leading nonprofit in the fight to end
Duchenne, which is fatal and has no
cure. We fund programs that help young
men with Duchenne live longer,
stronger lives.
We have a clear strategic plan.
Our staff and board are aligned behind the plan.
The right people are ‘on the bus’ at our
organization.
Our leadership believes in the need for
rebranding.
We have the resources to do it right.
Is it time to rebrand?
#brandraising
We have a clear strategic plan.
Our staff and board are aligned behind the plan.
The right people are ‘on the bus’ at our
organization.
Our leadership believes in the need for
rebranding.
We have the resources to do it right.
Is it time to rebrand?
#brandraising
Don’t consider rebranding unless you check 4-5!
#brandraising
• Your brand is a system
• Positioning and personality can drive
your brand
• Everyone, everything is a ‘brand
ambassador’
Key points
What’s your one big
takeaway?
bigducknyc.com/workshops
www.bigducknyc.com/therebrandeffect
www.bigducknyc.com/timetorebrand
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twitter.com/@bigduck
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Thank You!
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