Launch with Confidence: The Ultimate Checklist for Nonprofit Rebrands
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Lauren Atherton
“It’s not a surprise party, is it?”
I eeked out the question as tears started running down my face.
It was my 30th birthday (yes, 3-0), and my husband recommended we “stop by” to get some housing papers signed on our way to the mountains. But I knew in my gut we were going to a surprise party for me.
He reluctantly confirmed, and then the floodgates opened. I started sobbing, just a mile away from the party.
I didn’t expect to react that big, but I wasn’t kidding when I told him I hate surprise parties.
Of course, I appreciated his thoughtfulness and the work that went into keeping it all a secret, but it totally backfired. He had the grand plan in his head for months and even flew my parents in for the weekend, but it was all new to me.
Similarly, after launching a new brand or website, your excitement and planning can be met with stunned silence or a flurry of emotion (good or bad).
People generally don’t like change and they don’t like surprises.
Your supporters may not sob like I did on my way to a party, but they can certainly feel left out or blindsided by a surprise rebrand or new website. They want to be “in the know,” even in small ways.
Tips for Launching Your Brand or Website Successfully
One post about your new look or website isn’t enough—you need to repeat the news several times and in different ways. Talk about your new brand until you’re tired of it, then keep talking! People respond well when guided through a process, so the more you prepare them for the announcement, the better received it will be.
Your launch can be as big or small as you like, depending on what your community will respond to best. Don’t stay small just because it feels safer. It’s far better to come out proud and confident, ready for feedback, than to downplay the changes.
The first step for a successful launch is to make a plan. Breaking the launch into smaller, strategic steps makes it less overwhelming and ensures you’re not relying on one announcement to carry all the weight. Here’s how to get started:
1. Decide on a Launch Date
Believe it or not, there are better days to launch than others. For logo or brand launches, we recommend announcing on a Thursday or Friday. For websites, connect your domain early in the week (Monday or Tuesday) and launch publicly on Thursday or Friday, or even the following week.
A couple considerations for websites:
- Make sure you locate and log in to your domain registrar (GoDaddy, Name.com, IONOS) before launch day! This username and password don’t get located often, so it may take time to track down or may have been set up by someone who is no longer with your organization.
- There’s a difference between publishing your website, connecting your domain, and launching it publicly. After connecting your domain, it may take up to 72 hours for content to migrate. Don’t schedule your launch promotion the same day you connect the domain. Wait a day or two for the migration to complete.
- Avoid connecting your domain before a major holiday or weekend when support might not be available.
With all of these considerations in mind, decide on which day of the week—and the precise date—you’ll launch your new brand or website so that you’re covered in case of emergencies!
2. Plan Your Touchpoints
If you’re launching a new brand, website, or campaign, give your community a preview. This is a great way to engage them and make them feel like insiders. With a logo launch, consider running an announcement campaign and updating social media headers to highlight the change.
You might get tired of talking about the updates, but your community needs time—about 4-6 weeks of warm-up—to understand the reasoning behind the change and how it sets your organization up for future success. Share your excitement and engage with feedback to drive their enthusiasm.
Here’s a sample pre-launch timeline that starts 4 weeks out from your launch day:
Week 1 (4 weeks from launch day):
- Draft 3-5 emails announcing the upcoming launch.
- Email #1: Tease something exciting coming on [XX/XX].
- Email #2: Share why you wanted to refine your brand—make it personal! Include a Loom or ThankView video.
- Email #3: Tell a story about how this new website will directly help people and expand your nonprofit’s reach.
- Email #4: On launch day, unveil the new look to your subscribers first!
- Email #5: Show the full rollout and what this means for your nonprofit’s future.
- Order swag or stickers to use for social media giveaways.
- Write a press release.
- Contact local press to feature your nonprofit’s new chapter.
Week 2-3 (2-3 weeks from launch day):
- Start sending your email series.
- Create 3-5 social media posts highlighting the new look.
- Send handwritten cards to key donors or volunteers introducing them to the new chapter (pro tip: include stickers with your new logo).
- Test the staging site in different browsers to ensure functionality.
- Take screenshots of your old brand and/or website.
- Make a plan for how your team should handle feedback and technical issues on launch day.
Week 4 (1 week from launch day):
- Update email signatures with the new logo.
- Host an internal call to prepare your team for launch day. Share the launch day plan, field any questions and prepare them for how to respond to good or bad comments on and after launch day.
- Connect your domain to the new website platform.
- Test the donation process and any automated emails.
- Benchmark your Google Analytics and social media profiles. Pay attention to page visits, average time spent on the homepage, and online donations.
Launch Day:
- Remove the “coming soon” page (if applicable).
- Update all profile pictures with the new logo.
- Go live on social media to announce the launch—some clients host interactive events or giveaways.
- Celebrate the milestone with your team!
After Launch:
- Host a special dinner with your team and/or board of directors.
- Send out DM’s with your most engaged followers asking them to share and promote the new look.
- Post screen shares from a mobile device with simple steps on how to get to new content.
3. Launch with Confidence
Remember, you’re sharing your nonprofit’s new brand and website with people who already love and support your mission. Whether they’re new or longtime supporters, this is a chance to reignite their excitement and welcome new people into the fold. And don’t be surprised if your successful launch brings in a few new donations, too!
It’s no secret that feedback—both welcome and unwelcome—is part of the process, but people love to feel heard. Sometimes, simply giving your supporters an opportunity to share their thoughts before launch can neutralize negative emotions that often come from surprise changes.
Make a plan for handling feedback, both positive and negative, as well as any technical issues with the website. For larger teams, an internal feedback form works well, while smaller teams might benefit from designating a specific point person for emails or calls.
The more you prepare for your launch and think through potential scenarios, the more confident your team will be. No one likes a chaotic launch—plan ahead so the day is as smooth and exciting as it should be!
4. Follow Through
Your launch doesn’t end once your new brand or website is live—it’s only the beginning. Following through is key to ensuring long-term success. After launch day, continue promoting your new look for a few weeks across all channels. Here are some follow-through steps:
- Engage your audience: Post updates on how the new brand or website is making an impact. Share stories and successes that reinforce the value of the redesign.
- Track performance: Monitor your website traffic, social media engagement, and any changes in donations. Compare these metrics to your pre-launch benchmarks to measure success.
- Maintain consistency: Update any lingering places where the old logo might still appear, such as document templates, signage, or merchandise.
- Celebrate milestones: After a few months, reflect on the success of your launch. Host a team meeting or small event to celebrate hitting goals, and thank those who helped.
Launching is more than a reveal—it’s an opportunity to reconnect
Launching a new brand or website is an exciting time for your nonprofit and a great opportunity to reconnect with your community. A brand launch is often overlooked, but it’s an important touchpoint for nonprofits to guide the conversation. By planning ahead, keeping your donors in the loop, and following through after the launch, you’ll ensure your new look is well-received and rekindles love for your mission both internally with staff and externally with new supporters.
If you’re planning a rebrand or website redesign next year, consider starting with audience surveys. This will not only help you better understand your supporters, but will help them feel appreciated and involved in the process. Plus, it provides valuable research to guide your rebranding journey.
With thoughtful preparation and proactive engagement, your new brand will make a lasting impact, and your supporters will rally the changes with you as the brand heads in a new direction.
Lauren Atherton
Related Resources
For more insights on brand strategy and marketing, explore these articles:
Questions to Prepare Your Team for a Smooth Branding Project
Behind the Scenes: Audience Research for Donor-Centered Branding & Messaging
