Marketing for Non-Profits Eagle River AK

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Southcentral Alaska RSVP
(907) 274-7787
1350 E 19th Ave
Anchorage, AK

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Wake up U.S.
(907) 952-6677
12025 Buttermilk Way
Eagle River, AK
 
Alaska Statewide RSVP
(907) 276-6472
1057 W Fireweed Ln Ste 103
Anchorage, AK

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Alaska State Chamber of Commerce
(907) 586-2323
217 2nd St., Ste. 201
Juneau, AK
 
Midnight Sun Service Dogs
(907) 250-7252
1120 Huffman Rd.
Anchorage, AK
Prices and/or Promotions
NO Fee For Training Service dogs or Therapy dogs

Alaska Statewide RSVP
(907) 276-6472
1057 W Fireweed Ln Ste 103
Anchorage, AK

Data Provided By:
Midnight Sun Service Dogs
(907) 250-7252
1120 Huffman Rd.
Anchorage, AK
Prices and/or Promotions
NO Fee For Training Service dogs or Therapy dogs

Southcentral Alaska RSVP
(907) 274-7787
1350 E 19th Ave
Anchorage, AK

Data Provided By:
Wake up U.S.
(907) 952-6677
12025 Buttermilk Way
Eagle River, AK
 
Data Provided By:

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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