Campaignbranding

with

Maury HarrisMarketing Master at Community Foundation

(had hair before working at a nonprofit)

Marc NeidlingerPrincipal & Sensei at Blue Blazes

(is currently wearing ninja socks)

Lacey FaughtCEO at Spry

(nickname: Lacey the Untamed)

What are we talking about?

→ Understanding Branding

→ Leveraging your brand for engagement

→ New theme for GiveMore 24!

→ Leverage the GiveMore 24! with your brand

What isbranding?

What brands communicate

→ Who we are (are these my people?)

→ What we do (do I want to be a part of that?)

→ Why our work is significant (why should I care?)

Benefits of strong branding

→ Communicate clearly

→ Engage the right audience

→ Unify your tribe

→ Reveal competence

→ More participation

→ More donations

Components of a charismatic brand (Read The Brand Gap by Marty Neumeier)

→ Clarity

→ Consistency

→ Constancy

The psychology of branding

→ Emotional engagement

→ Rationalization

→ Trust

→ Action (based on real experiences)

Creating brand engagement

Creating human engagement

→ People give to people

→ Tell stories

→ Share stories with people who can relate

Effective storytelling

→ Effective stories are clear stories

→ Be hyper-clear on organizational purpose

→ Be hyper-clear on event purpose

→ Marry the two

Building authentic emotional connection

→ Engagement translates to more support

→ Emotional connection yields increased support and social shares

Theme for 2018

Empower in numbers

→ People : strength in unity

→ Dollars : literal impact of funds raised

→ Statistics : sharing our effectiveness

Leveraging the Giving Day

brand

Brand assets

Brand guidelines

Print collateral

Social media stuff

bit.ly/GM24downloads

Leveraging your brand

Get brand aligned(There’s a worksheet for that!)

» Employ a consistent messaging strategy

» Get your entire team on the same page

» Always make your brand identity central

Your profilebit.ly/GM24profileguide

Get brand aligned(There’s a worksheet for that!)

» Employ a consistent messaging strategy

» Get your entire team on the same page

» Always make your brand identity central

Ask & ReceiveA.K.A. Q&A