Pros & Cons to Rebranding Your Nonprofit

There’s a reason why nonprofits don’t truly rebrand themselves very often. From changing your positioning to your name, rebranding your nonprofit can be a massive undertaking and should only be pursued if you’re changing the structure of your organization, you’re merging with another nonprofit, or the competitive landscape is shifting.

Once you have the approval of your leadership team and board of directors, then start preparing for the process with the guidance of a branding expert.

• Pros: 
  • Comprehensive – Realign your brand position, messaging, identity, and marketing strategy from the inside out. 
  • Growth-Oriented – Choose a new name and tagline that can grow with your organization. 
  • Strengthens Support – Use this opportunity to survey existing supporters and get to know them better. Many times the most brilliant ideas come from people who already know and love your nonprofit!
  • Makes Room for New Goals, New Vision – Attract new supporters with a reinvigorated sense of purpose and renewed excitement for your mission. Also doesn’t hurt to have 2 years worth of PR to share about the new brand direction and programs!
• Cons:
  • Confusion – If you’re changing your name, there’s a greater chance of brand confusion. Pro tip: Keep communicating your new name for 6-months to 1-year after launch.
  • Slow Process – Requires more community research and a longer process. The rebranding process can take anywhere from 6 months to 2 years to complete, then another 2-3 years before you start reaping the benefits of your investment. 
  • Internal Chaos – Everyone has an opinion and branding can be a trying exercise. Pro tip: Work with a branding expert to help shield your team from designing by committee and to create a clear hierarchy for feedback.

Examples of Nonprofit Rebrands we love

• Covered: After Covered went through extensive organizational changes, they looked to HeartSpark to develop their brand strategy, design a bold new look with an updated logo and web design, and create a compelling website and social media strategy. The new name and brand identity aligned with every piece of their new mission and direction!
• Chariot (formerly Drive a Senior Central Texas): Drive a Senior Central Texas was ready to reimagine how their organization was presented to the world, so Caroline Griffin and the Upbeat Marketing team worked together to create a new name, tagline, logo, look and feel that could represent their next chapter. They landed on Chariot, which is all sorts of delightful and aligned with every piece of their brand position and promise. 
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