3 Branding Tips for New Nonprofits: Start with Purpose, Not Visuals

Although I share a lot of tips and resources for established nonprofits, I found myself wondering where I’d begin if I started a charitable organization with these two pups.

I mean, how do you build a brand if you’re starting from zero?

If I were to *hypothetically* start this charity tomorrow, here are the 3 things I’d invest in to start establishing a consistent brand:

• Theory of change: I’d get crystal clear on what problem the nonprofit solves, who we serve, the unique way we help, our values and what other support is available to the same beneficiaries so we’d know where we fit in.
• Name: Before filing for nonprofit status, I’d choose a name that symbolizes the change we’re looking to make. Instead of a descriptive name, focus on an emotional connection. I’d also triple-check that the name isn’t already trademarked and that the .org domain is available!
• One-Page Website: Buy the URL and set up a simple Squarespace website that communicates the mission (based on the theory of change), encourages interested people to subscribe, and has an embedded online donation form. This gives your nonprofit a one-stop to learn about you and start building relationships via email.

But wait, Lauren, no design?! No logo and colors and fonts?! For new nonprofits, it’s more important to prove the concept first.

People don’t support a nonprofit solely because of its logos, colors, and fonts—those are supporting roles to build credibility and trust around your proven work.

And if your nonprofit has been around a few years and you’re missing one these foundations, it’s not too late! Prioritize your theory of change, name, or a simple one-page website before the giving season comes back around.

A visual identity is worth the investment only after you’ve run your programs, gathered testimonials, and ultimately know who you are as an organization first.