Building a Strong Nonprofit Brand Identity

Everyone wants their nonprofit brand to stand out. Some stand out way more than others. How can you help move your organization into the latter category? Increasing awareness, engagement, and stakeholder support are all reasons you need to think about nonprofit brand strategy and build an identity that resonates with your public.

This guide is packed with actionable insights, strategies, and best practices that you can implement to effectively communicate your mission, values, and impact to stakeholders and the community.

What is Nonprofit Brand Identity?

Your nonprofit brand identity encompasses all the visible and tangible elements your organization uses to represent itself to the public and distinguish itself from others. It is a crucial component of a brand’s overall strategy and plays a significant role in shaping how a brand is perceived by its target audience.

Your nonprofit brand identity is often created and defined by three key aspects:

• Mission: Your mission statement is a concise and inspirational declaration of its purpose and communicates your fundamental goals and aspirations. It simply answers the question, “Why does this brand exist?”
• Values: Brand values represent the core principles and beliefs that guide your organization’s behavior, decision-making, and interactions. It often answers, “Who are the people reflected in our brand?”
• Value proposition: This statement communicates the brand’s unique benefits and value. It answers the question, “Why should someone choose this brand over others?”

A robust nonprofit brand identity aligns with each of the statements identified above and should help move you toward meeting critical organizational goals. As the keeper of an organization strategy, it is vital to understand how your brand works to pull everything about your nonprofit together in the eyes of the public, donors, and internal stakeholders.

As you work to build a solid nonprofit brand identity, you’ll want to ensure that you’ve created a toolkit of elements that help others share your story and value, making them want to be a part of your brand.

Build a Strong Nonprofit Brand Identity

Some elements needed to build a strong nonprofit brand are commonsense; others require more effort. More established nonprofits may find that some of these items are part of their existing toolkit and can skip tactics needing more refinement.

Remember, everything you communicate contributes to your brand. It’s not just formal communications; it’s also the way to speak to donors, posts on social media, and the look and feel of materials you send out. Every element of your organization contributes to the brand, so take care with what you communicate.

Craft a Visual Identity

Unless your nonprofit is relatively new or looking for a refresh, you already have an established visual identity. This includes a logo, color palette, typography palette, and branded materials such as letterhead or a website.

If you are looking to refresh or create a brand-new visual identity, some key elements of creating a brand identity include:

• Understanding how your organization should influence your visual elements.
• Research the fundamentals of design, like hierarchy, contrast, and accessibility.
• Learn more about the psychology of color before defining your organization’s color palette.
• Ensure your logo design sets you apart and is distinctive.
• Align font choices with the “tone” of your brand.

And most importantly, if you want to create a strong and impactful nonprofit brand identity, consider hiring a designer if you don’t have one in-house. An effective nonprofit identity is distinctive and memorable, often incorporating elements that reflect your values, mission, or industry.

Storytelling and Branding Go Hand-in-Hand

The most important element of a nonprofit brand strategy may be storytelling. Who are you, and why is your organization important? What’s the voice, and what audiences are you speaking to?

Its mission statement and core values influence a brand’s identity. These principles should be reflected in its messaging and actions. Further, the language and tone used in brand messaging, whether formal, casual, humorous, or professional, are essential in shaping the brand’s personality and communicating with its audience.

As you begin to weave it together, a mix of personal narratives, success stories, and testimonials can help tell the story of your nonprofit and its significance. This storytelling element can be much more impactful than asking for a donation alone.

• Why is the donation important?
• Who does it help?
• What impact can an individual have?
• Where are the funds used?
• When will they see an outcome?
• How many others are involved in the effort?

Use storytelling to help answer these questions and promote your content on the right storytelling channels. The “right channels” depend on your audience and goals but may include your website, social media, email marketing, events, etc.

Create a Consistent Online Presence

Your online presence is one of the best ways to promote and establish a nonprofit brand. Did you know that 75% of donors prefer to give online? That means your online presence has to be top-notch to create that conversion.

It starts with a user-friendly, accessible, visually appealing website rooted in your brand identity, storytelling, and values. If you don’t know where to start or even how to think about these elements of a website, consider Kadence WP, which can help you create a stunning WordPress website without code. (More than 300,000 websites are already using it!)

Once you have the website taken care of, you’ll want to ensure your social media profiles reflect that same brand identity. Use the same logos and icons on your website, social media profiles, and similarly branded header images. This will help ensure a consistent online presence, visually identifying your assets as connected.

Consistent cross-platform messaging is one of the most important – and most forgotten – elements of online branding. You must look, feel, and tell the same story across all channels and platforms, even if the formatting differs.

Engaging Your Community

Fostering a sense of community and engagement among donors, volunteers, and supporters is essential for building a strong and enduring brand narrative. Here are a few actionable ways to create that authentic engagement.

• Be transparent about your organization’s mission, goals, and how donations are used. Authenticity in your communication builds trust among supporters and makes them feel like they are part of an honest and genuine community.
• Share compelling stories that highlight the impact of your organization’s work. Personal narratives of beneficiaries, volunteers, or staff can help donors and volunteers connect emotionally with your cause.
• Encourage donors or volunteers to share their stories, experiences, and testimonials. This content is ideal for your website, social media, or newsletters. User-generated content makes supporters feel valued and integrates them with the brand. It is also an incredible form of social proof.
• Host events that allow donors, volunteers, and supporters to interact with each other and your organization.
• Create online spaces, such as forums or private social media groups, where supporters can connect, share ideas, and discuss their experiences related to your cause. Actively participate in these communities to foster engagement.
• Acknowledge and celebrate the contributions of your donors and volunteers. Recognize their efforts with thank-you notes, awards, or social media shoutouts. It’s amazing how connected a community feels to a gracious brand!
• Share reports on outcomes and the impact of your organization’s work. This document not only demonstrates the value of your organization but also serves to reinforce the brand you have created.
• Tailor communication to individual supporters’ interests and preferences. Segment email lists and send personalized updates and messages to ensure they receive content that resonates with them, showing that you have a brand that cares.
• Allow community members to get involved with advocacy efforts, and they will become some of the best ambassadors of your brand narrative.

Adapt Your Brand Identity and Strategy

Building a strong nonprofit brand identity and strategy is not a set-it-and-forget-it task. It takes continuous work and development.

To continue to adapt, you must understand what is working well and what challenges are still ahead. Create a set of key performance indicators to track brand awareness and activity. Common metrics include awareness, engagement on different mediums, brand sentiment, and donations.

Ask for and listen to feedback so you can continue building a brand the community wants to be a part of. Nonprofit success often depends on establishing a brand that resonates with many donors who want to show support.

Nonprofit Branding Examples

You can name some successful organizations you admire as a nonprofit marketing professional. Chances are they all have one thing in common – a strong sense of branding and nonprofit brand identity. Here are three that we love.

Charity: Water

Charity: Water is an excellent example of a nonprofit organization with a compelling and successful brand. Founded in 2006 by Scott Harrison, Charity: Water’s mission is to provide clean and safe drinking water to people in need around the world.

It’s effective because the mission is clear and compelling (you know exactly what they do), visual elements and storytelling work in unison, and they back everything up with data and some of the people who support the cause.

St. Jude

St. Jude Children’s Research Hospital has a well-known mission to advance cures and means of prevention for pediatric catastrophic diseases, primarily through research and treatment. The organization was established by “starving actor” Danny Thomas in 1962 and may be best known because of national television commercials supporting the brand.

It’s effective thanks to strong storytelling and imagery of children helped by the organization, celebrity, and corporate partnerships that help elevate the brand and an iconic logo that has stood the test of time.

Habitat for Humanity

Habitat for Humanity has a mission to provide affordable housing solutions for people in need, with a motto to help people in your community and around the world build or improve a place they can call home. Founded in 1976 by Millard and Linda Fuller, the brand has remained consistent in its mission – that housing is a human right.

The brand is effective due to hands-on involvement in communities where people build habitat homes (you can see the brand in action), partnerships and programs such as the ReStore that connect the brand to the greater community, and a visual identity and logo that shows the mission.

Recommended Resources and Tools

No guide to building a brand is complete until you have some resources and tools to help facilitate the journey. These tools can help you implement your brand identity plan and execute strategies for success in different ways, from building a brand to looking at data and metrics.

Here’s the best part: These tools are budget-friendly options for nonprofit organizations!

• GiveWP: Easily create donation pages using the most powerful WordPress donation plugin. GiveWP provides you with an intuitive way to accept donations online through your WordPress site with a variety of payment methods available in multiple countries.
• Brand Guidelines: Your team should create a guide outlining your brand so the whole team has a reference point.
• Canva for Nonprofits: With all the tools you need to create high-quality visuals for everything from social media to your annual report, Canva offers its pro version to nonprofits at no cost.
• Social Media Management: With so many social networks, there’s a tool for almost everything; creating compelling social posts starts with understanding each medium.
• Google Analytics: Get a complete understanding of your customers across devices and platforms. Google Analytics gives you the tools, free of charge, to understand the customer journey and improve marketing ROI.
• Asana: The task management platform is designed to help teams organize, track, and manage their work.
• Pexels and Unsplash: While local images are always best, sometimes you need something extra to get projects off the ground. Pexels and Unsplash offer free stock images (including photos and videos) that you can use in projects. Just make sure to check licensing.

Your Nonprofit Brand Strategy Starts Here

A well-defined brand identity is crucial for nonprofit and charitable organizations to differentiate themselves, establish credibility, and evoke emotional connections, ultimately drive a mission forward.