Groundswell by Ssali Media Group
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GROUNDSWELL Non-profit Brand Development, Implementation & Sustainability Presented by: Ebony Ssali, Ssali Media Group
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Transcript of Groundswell by Ssali Media Group
GROUNDSWELLNon-profit Brand
Development, Implementation & Sustainability
Presented by: Ebony Ssali, Ssali Media Group
Our Agenda for Today
Introduction
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GROUNDSWELLWhy It Matters
Capturing AudiencesPhilanthropy: Donors & Volunteers
Rate your Non-ProfitWhat Mindshare Do You Currently
Own?Branding: The BasicsThe Building Blocks of Branding
Engagement PlanYour Roadmap To Success
Introduction
ground·swellˈɡroun(d)ˌswel/
noun
noun: groundswell; plural noun: groundswells
1. a buildup of opinion or feeling in a large section of the population.
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Why GROUNDSWELL Matters
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Why GROUNDSWELL MattersDid you know?
In May 2015, there were approximately 1,521,052 charitable organizations in the United States.1
The average annual household contribution is $2,974.2
95.4% of households give to charity.2
1 The Urban Institute, National Center for Charitable Statistics 2 The Center on Philanthropy at Indiana University
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DonorAudienc
eWho is your target donor? What are their preferences? Dig deep into data regarding how and why they donate to your organization.
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Why GROUNDSWELL MattersDid you know?
The top four volunteer areas are for religious (34.2%), educational (26.5%), social service (14.4%), and health (8.0%) organizations.3
The estimated dollar value of volunteer time is $22.55 per hour for 2013.4
3 The Corporation for National and Community Service4 The Center on Philanthropy at Indiana University
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Volunteer
Audience
Who is your target volunteer? What are their preferences? How can you connect with them where they are? What is the most effective approach to outreach?
Let’s Grade Your Current Brand10
Rate your organization :: 0 = Poor 5 = Average 10 = Outstanding
ReputationHow well is the
brand known by its audiences?
Esteem How highly do its audiences rate the brand?
RelevanceHow much do the brand’s audiences care about what it does?
DifferentiationHow difference is
the brand from others? Are other brands similar?
“
”
A brand is a collection of perceptions about an organization, formed by its every communication, action, and interaction. It is what people collectively say, feel, and think about your organization.
– Breakthrough Nonprofit Branding: Seven
Principles to Power Extraordinary Results
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Three Keys To Branding success
01 LogoWord mark
Symbol
Emblem
02 Collateral
Brochures
Flyers
Business Cards
03 Social Media
Instagram/Snapchat
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”
Some of the most obvious ways you present your brand are through your logo, color, and design, but brand is also influenced by your tone, the content you produce, and the way you react to others.
– Branding Non-Profits“The organizations that are
less effective at managing their brands are ones that don’t view their brand as a strategic asset.”
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Branding Principles
Consistency is Key.
Speak in one voice.
Build an army.
EngagementBuild the GROUNDSWELL
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Where Opportunities AboundCreate a donor/volunteer experience
01 Engage in Conversation
02 Give Options in Donation Platforms
03 Get Feedback from Donors and Volunteers
04 Create Giving Experiences 05 Create Donor
Recognition
Questions?
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Get in TouchStart The Swell: Develop • Implement • Sustain
Ssali Media Group8330 North Teutonia AvenueBrown Deer, Wisconsin 53209(414) 446-8141
Email / [email protected]
