Storybrand for Nonprofits: Crafting Values-Centered Marketing
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Lauren Atherton
I’m a Storybrand mega-fan.
I’ve listened to every podcast episode and even subscribed to their online course platform. So when it came time to create a marketing plan for HeartSpark, I had to experience their workshops in the flesh.
Over 2.5 days I successfully “simplified my message so customers would listen” alongside 1,200 other leaders. It was an outstanding experience!
But one thing seemed odd to me – everyone else could make one simple “BrandScript,” but nonprofits had to make two versions: one for donors and one for the mission.
Why did nonprofits have to do double the work?
I didn’t understand it at the time, but this was yet another example of how nonprofits have complex problems that require unique solutions. What works for businesses doesn’t necessarily translate to charities and foundations.
I’m still coming up to speed on philanthropic strategy and fundraising, but when it comes to branding we’re talking about attracting more people to your mission so that they feel fully aligned and support the mission.
At a high-level, marketing is usually centered around your donors.
I believe that donors are stakeholders in accomplishing the mission. They don’t necessarily need to be pandered to, but are an important part of allowing you to run excellent programs and a successful organization.
It’s important to understand their needs and why they give to your nonprofit instead of thousands of others (ahem… your “unique reason to give”). And if the goal is to attract and stoke the passion for who believe in your mission, what better way than to have a relationship that deepens over time?
So what if, instead of being donor-centered or mission-centered, we were values-centered?
I know it sounds like semantics, but hear me out.
Jim Collins introduced the idea of the “flywheel” in Good to Great over 20 years ago, and I think it’s a better option for nonprofits than the typical marketing funnel.
Some of the best branding ideas and messages come from surveying your donors and constituents finding a shared set of values that help to drive them both forward.
Here are some of my favorite questions that Caroline Griffin recommends asking of your supporters:
- When you think about [your nonprofit] what words come to mind?
- What sets [your nonprofit] apart from other nonprofit organizations solving this problem?
- Why do supporters care about what you do?
- How do they describe your work to people who are unfamiliar with your nonprofit?
Everyone wants to be known and valued beyond what they do – including your supporters.
The key is to name those values, then reiterate them to confirm those values in your donors. They want to see themselves in you, so knowing who they are is the first step!
Lauren Atherton
Related Resources
For more insights on nonprofit branding and improving donor relationships, explore these articles:
Can Looking Good Actually Cost Your Nonprofit Donations?
