Marketing for Non-Profits Aiea HI

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Oahu RSVP
(808) 586-5192
2100 N Nimitz Hwy
Honolulu, HI

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Try Wait
(808) 535-0110
200 N Vineyard Blvd #200
Honolulu, HI

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Myerberg Shain & Associates
(808) 735-7022
2336 Aha Maka Way
Honolulu, HI

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mahiku farmers market
(808) 225-4002
41-1009 mahiku pl
waimanalo, HI
 
Wild Dolphin Foundation
(808) 306-3968
87-1286 Farrington Hwy
Waianae, HI
 
United Cerebral Palsy Association Hawaii
(808) 532-6744
414 Kuwili St Ste 105
Honolulu, HI

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Hawaii Waiver Providers Association
(808) 935-8535
708 Palekaua St
Honolulu, HI

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Well of Hope Foundation
(808) 228-4499
P.O. Box 30904
Honolulu, HI
 
Women In Need (WIN)
(808) 696-1996
PO Box 414
Waimanalo, HI
 
Kauai RSVP
(808) 241-4479
4444 Rice St Ste 105
Lihue, HI

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Marketing a Non-Profit Brand

Many times marketing is seen as a dirty word in the non-profit sector. A necessary evil that no one admits spending too much time or money on. But to build a successful non-profit organization to help people, you still need to follow the laws of branding. Because powerful non-profit brands will raise more money, attract more volunteers and help more people.

My friend Kate Atwood started a non-profit organization here in Atlanta. I met her through a mutual friend, Thomas Smith, from Northwestern and I have been overwhelmed by her instincts and guts every since.

Still in her mid-twenties, she has already been built a strong brand in just a few years. The brand is Kate’s Club and its mission is to offer hope, community and fun for children who have had to face the death of a parent. Like many non-profit founders, Kate started the club after her own experience with childhood grief.

When Kate was six years old, her mom was diagnosed with breast cancer and died when Kate was 12 years old. Losing a parent at any age is difficult, but it is especially traumatic for a child.

I understand this first hand. My Mom lost her father when she was 14 years old. My best friend Amy lost her father in high school. My friend Perry lost his father in middle school. And Thomas lost both his mother and father in high school. It is a terrible, lonely, frightening journey. Thank goodness that Kate’s Club is here to help guide and empower these children on their grief journey.

So here are my Seven Steps for Building a Strong Non-Profit Brand. (They are really the same as building a strong for-profit brand since the goal is the same -- to own a position in the mind.)

1. The name.

This is the first and most important decision any non-profit has to make. Too many charities have generic names that are descriptive of what they do, but lack the ability to distinguish them from similar organizations in the mind. How many American Associations of this or that are there? Too many, in my opinion.

Of course there are some powerful brands with generic names like the American Heart Association or the American Cancer Society . But these are brands that have been around forever and were first in the mind. The American Cancer Society was founded in 1913, The American Heart Association in 1924. What you could do back then and what you can do right now are two different things.

Take General Electric. You couldn’t build a company with that generic a brand name today. GE is successful despite its weak name because it was founded over 114 years ago and was the innovator of many technologies like the light bulb.

I love the name Kate’s Club. It does not say exactly what it is about. But that is OK. What it does do is build a unique brand name in the mind. It also personifies the brand using Kate’s name and Club says it is for kids and is fun.

2. The spokesperson.

All brands need a spokesperson, but it is incredibility important for a non-profit. Ideally the f...

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