I recently attended a workshop for nonprofit arts organizations and one of the speakers really got me thinking alot about culture and its relevance in relation to the brand. Culture is something we always consider at Consequence when we are making over (or making under) a company or nonprofit but I was again reminded just how important it is that culture comes across to audiences and the significance of that particularly for our clientele of nonprofits and creative companies. I even wondered if that is in part what makes these groups the most interesting to me…
FUNdraising Casestudy: Dancing for Money!
A client of mine came up a great fundraising campaign that is now on its 11th day of a 14-day fundraising campaign aimed at reaching a modest goal, 5 dollars at a time. The campaign is a great example of how culture can extend outside the office walls. If you take a minute to look at any one of the 14 videos (one released each day via web, email and social media), you will no doubt understand the personality of this organization. This fundraiser cost little to nothing to create and is a super smart way to attract new donors and millennials. I only wish I would have thought of it. At the time of this writing DiverseWorks was a little less than $200 short of their goal with 3 days left to go.
View the DiverseWorks Love Injection Fundraiser
Can My Organization Benefit from a Brand Manifesto?
I recently visited with a corporate, family-owned company who extends their culture outside of their offices by encouraging their team to refer to their core values on a daily basis, by referring to their declaration in meetings or when important decisions are to be made, publishing it in newsletter on a regular basis and continuing to tweak it along the way. It reminded me how nonprofits and creative companies can adopt a similar style of cultural documentation but in a way that is a little less formal and a little more fun.
How Can I Extend Our Culture Outside of Our Organization?
Some organizations like Whole Foods goe as far as to paint their core values on the walls of their retail spaces but I challenge you to take that a step further and think outside your four walls.
Talk to Your Employees/Volunteers/Donors and Fans
Find out what it is that keeps these audiences loyal. See if they can pinpoint a few things that make them love you. Do you see any reoccurring themes?
Create a Brand Declaration.
Write down a few key points about who you are and what you stand for and take that into consideration when you are running your next promotion or fundraiser and make it about that!
Actions Speak Louder Than Words
Take a few minutes to brainstorm with your team about ways that you all can manifest your authenticity and personality. WWOOD? (What Would Our Organization Do?)
Think About Creating a Campaign That Embodies Your Spirit
While a video campaign may not be right for you today, a new tagline, promotion or giveaway that really helps people understand who you are as an organization and what you stand for could open you up to a whole new audience and create evangelists and brand love.
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