In the anthology “Striking the Rights Chord”, Helen White gives 20 principles that can be followed for developing an effective brand.

In a society characterised by increasing technical sophistication and competition for scarce resources, more and more non-profit organisations (NPOs) are beginning to ask whether marketing principles can be applied within the non-profit sector to build competitive advantage and enhance brand recognition.  Since 1994, The Children’s Hospital Trust  has developed a reputation for professional, ethical and effective fundraising and donor stewardship. Our success is strongly rooted in a robust marketing strategy and deliberate and consistent brand building that has provided a strong platform for the effective mobilisation of individual giving. The lessons learned from this experience can be distilled into 20 principles that can impact the effectiveness of non-profit brands (and indeed many brands within the for-profit sector as well) and enhance the voice and visibility of NPOs.

In a society characterised by increasing technical sophistication and competition for scarce resources, more and more non-profit organisations (NPOs) are beginning to ask whether marketing principles can be applied within the non-profit sector to build competitive advantage and enhance brand recognition.[1] Since 1994, The Children’s Hospital Trust[2] has developed a reputation for professional, ethical and effective fundraising and donor stewardship. Our success is strongly rooted in a robust marketing strategy and deliberate and consistent brand building that has provided a strong platform for the effective mobilisation of individual giving. The lessons learned from this experience can be distilled into 20 principles that can impact the effectiveness of non-profit brands (and indeed many brands within the for-profit sector as well) and enhance the voice and visibility of NPOs.

Here is a look at the 20 principles in summary:

  • People buy in to people
  • Never compromise your core values
  • A ‘smashable’ brand is an unforgettable brand
  • Even non-profits need a competitive advantage
  • Even brands need personality
  • Pro bono is not always first prize
  • Online direct marketing has a higher return on investment (ROI)
  • Thanking reigns supreme!
  • Donors want ownership and recognition
  • Regular giving is a matter of trust
  • Social media is word of mouth – the conversations have simply moved online
  • Planning is everything
  • Strong and consistent messaging is an effective tool for overcoming obstacles
  • Prepare frequently asked questions (FAQs)
  • Editorial exposure is more effective than advertising
  • ‘No comment’ is never an option
  • Have realistic expectations – give yourself permission to say no
  • Put systems in place to manage crises
  • Invest in your brand and reap rewards
  • Big brand does not need big budget

Reference

Judge, M. and Jones, S. (eds). 2012. Striking the Rights Chord: Perspectives on Advancement from Human Rights Organisations in South Africa. Cape Town. Inyathelo: The South African Institute for Advancement.

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Author

Helen White in Striking the Rights Chord: Perspectives on Advancement from Human Rights Organisations in South Africa.Part 2 – Performing in Key.

NOTE

[1] “A brand is a set of perceptions and images that represent a company, product or service. A brand is the essence of promise that will be delivered or experienced. Brands enable a buyer to easily identify the offerings of a particular company. Once developed, brands provide an umbrella under which many different products can be offered, providing a company [with] tremendous economic leverage and strategic advantage in generating awareness of their offerings in the marketplace.” From http://www.persuasivebrands.com.

[2] The Children’s Hospital Trust is an independent organisation that fundraises for the world-famous Red Cross War Memorial Children’s Hospital and paediatric health care in the Western Cape, South Africa. The organisation was established in 1994 and is funded from an endowment, ensuring the hospital and specific paediatric health care projects beyond its doors. Not a cent is used for adminidtration or operational expenses. For detailed information on The Children’s Hospital Trust and the Red Cross War memorial Children’s Hospital, visit, www.childrenshospitaltrust.org.za, www.facebook.com/childrenshospitaltrust and Twitter@chtrust1.