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<HTML><HEAD><TITLE>RE: Branding as a Fundraising Tool</TITLE>
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<DIV><SPAN lang=en-us><FONT face="Times New Roman" size=6><SPAN
class=960385709-07122007><FONT face=Verdana color=#0000ff size=2>Hi
All</FONT></SPAN></FONT></SPAN></DIV>
<DIV><SPAN lang=en-us><FONT face=Verdana color=#0000ff size=2><SPAN
class=960385709-07122007></SPAN></FONT></SPAN> </DIV>
<DIV><SPAN lang=en-us><FONT face=Verdana color=#0000ff size=2><SPAN
class=960385709-07122007>given our recent discussions about the role of new
media in fundraising, and about evaluating our own performance, this may be of
interest.</SPAN></FONT></SPAN></DIV>
<DIV><SPAN lang=en-us><FONT face=Verdana color=#0000ff size=2><SPAN
class=960385709-07122007></SPAN></FONT></SPAN> </DIV>
<DIV><SPAN lang=en-us><FONT face=Verdana color=#0000ff size=2><SPAN
class=960385709-07122007>Andy</SPAN></FONT></SPAN><SPAN lang=en-us><FONT
face="Times New Roman" size=6><SPAN
class=960385709-07122007> </SPAN></FONT></SPAN></DIV>
<DIV><SPAN lang=en-us><FONT face="Times New Roman" size=6><SPAN
class=960385709-07122007></SPAN></FONT></SPAN> </DIV>
<DIV><SPAN lang=en-us><FONT face="Times New Roman" size=6><SPAN
class=960385709-07122007> </SPAN><STRONG>Branding as a Fundraising
Tool</STRONG></FONT></SPAN> <BR><SPAN lang=en-us><FONT
face="Times New Roman">Reprinted from<I> Branding Bytes</I></FONT></SPAN>
<BR><SPAN lang=en-us></SPAN><A
href="http://www.guidestar.org/DisplayArticle.do?articleId=1172"><SPAN
lang=en-us><U><FONT face="Times New Roman"
color=#0000ff>http</FONT></U></SPAN><U><SPAN lang=en-gb><FONT
face="Times New Roman"
color=#0000ff>://www.guidestar.org/DisplayArticle.do?articleId=1172</FONT></SPAN></U><SPAN
lang=en-gb></SPAN><SPAN lang=en-us></SPAN></A><SPAN lang=en-us><I></I></SPAN>
<BR><SPAN lang=en-us><FONT face="Times New Roman">Q. Why is the world's second
richest man (Warren Buffet) committing more than $30 </FONT><I><FONT
face="Times New Roman">billion</FONT></I><FONT face="Times New Roman"> of his
personal fortune to the philanthropic foundation of the world's first richest
man (Bill Gates)?</FONT></SPAN></DIV>
<BLOCKQUOTE dir=ltr
style="PADDING-LEFT: 5px; MARGIN-LEFT: 5px; BORDER-LEFT: #0000ff 2px solid; MARGIN-RIGHT: 0px">
<P><SPAN lang=en-gb><FONT face="Times New Roman">A. Hint: It's not because
Warren Buffet and Bill Gates are good friends (which they are) and often play
bridge together (which they reportedly do).</FONT></SPAN></P>
<P><SPAN lang=en-gb><FONT face="Times New Roman">The reason Buffet
committed—nay, will invest—more than $30 billion to the Bill and Melinda
Gates Foundation over the coming years is because the Gateses are not running
a nonprofit charity. They're managing a transparent, evidence-based,
philanthropic organization that understands the value of operating in a
businesslike manner. As a result, over the years the Gates Foundation has
earned a solid brand reputation for achieving and reporting results, which
Buffet respects, values—and wants his philanthropic legacy to be a part of!
Yet this concept still eludes many nonprofits.</FONT></SPAN></P>
<P><SPAN lang=en-gb><FONT face="Times New Roman">When asked how they would
feel about operating in a more businesslike fashion, as well as incorporating
branding strategies into their daily activities, many nonprofit leaders still
tell me that "it would make us look too much like the for-profit sector." And
my response is always the same—"Get over it!"</FONT></SPAN></P>
<P><SPAN lang=en-gb><FONT face="Times New Roman">In no way am I suggesting
that nonprofits compromise their passion for their missions or co-opt their
values or program strategies to appease business-oriented donors. On the
contrary, it’s that very passion and focus on helping people that many of
today’s donors are looking for in an organization.</FONT></SPAN></P>
<P><SPAN lang=en-gb><FONT face="Times New Roman">In fact, there is a growing
number of civic-minded individuals, foundations, and giving circles
(</FONT></SPAN><SPAN lang=en-us></SPAN><A
href="http://www.guidestar.org/DisplayArticle.do?articleId=1172"><SPAN
lang=en-us><U><FONT face="Times New Roman"
color=#0000ff>www.givingcircles.org</FONT></U></SPAN><SPAN
lang=en-us></SPAN></A><SPAN lang=en-us></SPAN><SPAN lang=en-gb></SPAN><SPAN
lang=en-us><FONT face="Times New Roman">) willing to invest substantial sums
of money in nonprofit organizations. But because many of these donors amassed
their wealth by working in the for-profit sector, they are primarily seeking
to invest in organizations that</FONT></SPAN><SPAN lang=en-gb> <FONT
face="Times New Roman">reflect the business environment from which they
came—and understand.</FONT></SPAN></P>
<P><SPAN lang=en-gb><FONT face="Times New Roman">For nonprofits, attracting
these major donors means:</FONT></SPAN>
<UL>
<UL>
<LI><SPAN lang=en-us><FONT face="Times New Roman">Being transparent
</FONT></SPAN>
<LI><SPAN lang=en-gb><FONT face="Times New Roman">Being accountable
</FONT></SPAN>
<LI><SPAN lang=en-gb><FONT face="Times New Roman">Tracking and measuring
results </FONT></SPAN>
<LI><SPAN lang=en-gb><FONT face="Times New Roman">Professionalizing your
marketing and development efforts </FONT></SPAN>
<LI><SPAN lang=en-gb><FONT face="Times New Roman">Having a Web-based
presence </FONT></SPAN>
<LI><SPAN lang=en-gb><FONT face="Times New Roman">Actively promoting your
brand</FONT></SPAN> </LI></UL></UL>
<P><B><SPAN lang=en-us><FONT face="Times New Roman" size=4>Being
Transparent</FONT></SPAN></B> <BR><SPAN lang=en-us><FONT
face="Times New Roman">Would you invest heavily in a business you could learn
little, if anything, about? Neither would savvy major donors. How open is your
organization to public scrutiny regarding its</FONT></SPAN><SPAN
lang=en-gb><FONT face="Times New Roman"> finances, operational functions,
decision-making processes, and more? This kind of openness facilitates
relationship building among large donors who want to support organizations
they understand, respect, and trust—namely those that own and consistently
demonstrate a quality, transparent brand.</FONT></SPAN></P>
<P><B><SPAN lang=en-us><FONT face="Times New Roman" size=4>Being
Accountable</FONT></SPAN></B> <BR><SPAN lang=en-us><FONT
face="Times New Roman">It's not enough simply to be transparent. Accountable
and ethical behavior is high on the list of reasons one organization may
receive funding over another. According to a reliable Web-based
resour</FONT></SPAN><SPAN lang=en-gb><FONT
face="Times New Roman">ce,</FONT></SPAN><SPAN lang=en-us> </SPAN><A
href="http://www.guidestar.org/DisplayArticle.do?articleId=1172"><SPAN
lang=en-us><U><FONT face="Times New Roman"
color=#0000ff>www.accountability-central.com</FONT></U></SPAN><SPAN
lang=en-us></SPAN></A><SPAN lang=en-us></SPAN><SPAN lang=en-gb></SPAN><SPAN
lang=en-us><FONT face="Times New Roman">, organizations of all kinds are
"increasingly being</FONT></SPAN><SPAN lang=en-us><I> <FONT
face="Times New Roman">held accountable</FONT></I><FONT
face="Times New Roman"> for their decisions, actions, beha</FONT></SPAN><SPAN
lang=en-gb><FONT face="Times New Roman">viors and performance by a wide range
of external and internal stakeholders," including funders.</FONT></SPAN></P>
<P><SPAN lang=en-gb><FONT face="Times New Roman">At the very least, supporters
want an accurate accounting of how their money is being spent and what impact
it is making. Which leads us to ...</FONT></SPAN></P>
<P><B><SPAN lang=en-us><FONT face="Times New Roman" size=4>Tracking and
Me</FONT></SPAN><SPAN lang=en-gb><FONT face="Times New Roman" size=4>asuring
Results</FONT></SPAN></B> <BR><SPAN lang=en-us><FONT
face="Times New Roman">Touting "we make a difference" doesn't cut it these
days. Nor are today's funders satisfied with simply knowing how many people
your organization served last year. What they are most interested in is what
long-lasting impact your organizati</FONT></SPAN><SPAN lang=en-gb><FONT
face="Times New Roman">on has had on the individuals and communities it
serves.</FONT></SPAN></P>
<P><SPAN lang=en-gb><FONT face="Times New Roman">For example, if you provided
homeownership counseling to 226 people over the last several years, how many
are actually in the process of purchasing a home? How many have bought homes?
How many are still in the homes they bought? If you are in the business of
providing adult literacy classes, how many of those who have gone through your
program can now read at an eighth-grade level? How many have gotten better
jobs as a result of their new reading skills? What's been their average salary
increase?</FONT></SPAN></P>
<P><SPAN lang=en-gb><FONT face="Times New Roman">The more measurable results
and outcomes you can document, the more businesslike—and better—you look to
large, serious donors.</FONT></SPAN></P>
<P><B><SPAN lang=en-us><FONT face="Times New Roman" size=4>Professionalizing
Your Marketing and Development Efforts</FONT></SPAN></B> <BR><SPAN
lang=en-us><FONT face="Times New Roman">Can you name a
successful</FONT></SPAN><SPAN lang=en-gb><FONT face="Times New Roman">
for-profit company that doesn't have a strong marketing or research
development component? Yet many nonprofits forego investing in these critical
functions for fear they would be shortchanging their programs and services.
The fact is that it is very difficult to grow programs and services if you're
not actively out there raising funds or promoting your organization. Your
executive director can't do it all.</FONT></SPAN></P>
<P><SPAN lang=en-gb><FONT face="Times New Roman">If need be, hire professional
communicators, marketers, and fund developers on an as-needed, consultancy
basis. Over time, it will prove to be a worthwhile
investment.</FONT></SPAN></P>
<P><B><SPAN lang=en-us><FONT face="Times New Roman" size=4>Having a Web-Based
Presence</FONT></SPAN></B> <BR><SPAN lang=en-us><FONT
face="Times New Roman">You'd be surprised to learn how many nonprofits still
don't have a Web site. If you're one of them, seriously consider creating a
Web site for your organization.</FONT></SPAN><SPAN lang=en-gb><FONT
face="Times New Roman"> It's the first place many donors go to learn more
about an organization they may be interested in supporting.</FONT></SPAN></P>
<P><SPAN lang=en-gb><FONT face="Times New Roman">If you already have a Web
site, make sure it accurately reflects your brand, is easy to navigate, and is
updated on a regular basis.</FONT></SPAN></P>
<P><SPAN lang=en-gb><FONT face="Times New Roman">At the very least, you should
be regularly communicating to current and prospective donors with a
newsletter, preferably an electronic e-newsletter that is brief and
compelling.</FONT></SPAN></P>
<P><B><SPAN lang=en-us><FONT face="Times New Roman" size=4>Actively Promoting
Your Brand</FONT></SPAN></B> <BR><SPAN lang=en-us><FONT
face="Times New Roman">For argument's sake, let's say you're doing some, if
not all</FONT></SPAN><SPAN lang=en-gb><FONT face="Times New Roman">, of the
above. How well are you communicating this information through a solid brand
image and good brand messaging? How easy is it for motivated funders to find
you? Do funders you seek to attract truly understand:</FONT></SPAN></P>
<UL>
<UL>
<LI><SPAN lang=en-us><FONT face="Times New Roman">Who you are?
</FONT></SPAN>
<LI><SPAN lang=en-gb><FONT face="Times New Roman">What you do?
</FONT></SPAN>
<LI><SPAN lang=en-gb><FONT face="Times New Roman">How you do it?
</FONT></SPAN>
<LI><SPAN lang=en-gb><FONT face="Times New Roman">And why they should care
enough to support you?</FONT></SPAN> </LI></UL></UL>
<P><SPAN lang=en-us><FONT face="Times New Roman">If not, you need a new
business plan</FONT></SPAN><SPAN lang=en-gb><FONT face="Times New Roman">—and
better branding.</FONT></SPAN>
<UL>
<UL>
<LI><SPAN lang=en-us><FONT face="Times New Roman">How useful did you find
this article? Click here to let us know: </FONT></SPAN><A
href="http://www.guidestar.org/DisplayArticle.do?articleId=1172"><SPAN
lang=en-us><U><FONT face="Times New Roman"
color=#0000ff>Feedback</FONT></U></SPAN></A><SPAN lang=en-us></SPAN>
</LI></UL></UL>
<P><SPAN lang=en-us><FONT face="Times New Roman">Larry Checco, Checco
Communications<BR></FONT></SPAN><SPAN lang=en-gb><FONT
face="Times New Roman">© 2007, Larry Checco. Reprinted from</FONT></SPAN><SPAN
lang=en-gb><I></I></SPAN><I><SPAN lang=en-us> <FONT
face="Times New Roman">Branding Bytes,</FONT></SPAN></I><SPAN lang=en-us><FONT
face="Times New Roman"> vol. 1, no. </FONT></SPAN><SPAN
lang=en-gb><FONT face="Times New Roman">8 (fall 2007). Reprinted with
permission.</FONT></SPAN> <BR><I><SPAN lang=en-us><FONT
face="Times New Roman">Larry Checco is president of Checco Communications and
author of</FONT></SPAN></I><SPAN lang=en-us><FONT
face="Times New Roman"> </FONT></SPAN><SPAN lang=en-gb><FONT
face="Times New Roman">Branding for Success: A Roadmap for Raising the
Visibility and Value of Your Nonprofit Organization.</FONT></SPAN><SPAN
lang=en-gb><I></I></SPAN><I><SPAN lang=en-us> <FONT
face="Times New Roman">Larry is a nationally recognized public
speaker,</FONT></SPAN><SPAN lang=en-gb><FONT face="Times New Roman"> workshop
presenter, and consultant on branding. To learn more, log on
to</FONT></SPAN><SPAN lang=en-us> </SPAN></I><A
href="http://www.guidestar.org/DisplayArticle.do?articleId=1172"><I><SPAN
lang=en-us><U><FONT face="Times New Roman"
color=#0000ff>www.checcocomm.net</FONT></U></SPAN><SPAN
lang=en-us></SPAN></I></A><I><SPAN lang=en-us></SPAN><SPAN
lang=en-gb></SPAN><SPAN lang=en-us><FONT face="Times New Roman"> or contact
Larry at </FONT></SPAN></I><A href="mailto:larry.checco@verizon.net"><I><SPAN
lang=en-us><U><FONT face="Times New Roman"
color=#0000ff>larry.checco@verizon.net</FONT></U></SPAN></I></A><I><SPAN
lang=en-us><FONT face="Times New Roman">.</FONT></SPAN></I><SPAN
lang=en-us></SPAN></P></BLOCKQUOTE></BODY></HTML>