Smart brand strategies for nonprofit organizations

Introduction

Just like in the for-profit organizations, branding is essential to non-profits and is considered a key element of their success. As such, the proposed research will present a variety of smart brand strategies that non-profits can adopt and use to help in the enhancement of their reputation while gaining greater community exposure, which is critical for business dissertation help. This study leads to more effective and healthier interactions with volunteers and donors which explain the importance of this research to the general area of branding for nonprofit.

Literature review

Branding for non-profits

According to Andreasen, Kotler, and Parker (2003), there is a damaging misconception that is held by a majority of nonprofits whereby they perceive branding as too corporate hence shying away from it. However, the author states that in reality, branding happens in all organizations, whether profit or nonprofit. The reason given for this is that every group is always seeking attention over their competitors which brings in the element of branding. Hyojin (2002) notes that in the US alone, there are over 1.5 million registered nonprofit organizations. This implies that there is high competition in the sector with regard to attention and recognition. Therefore, like in the profits, appropriate branding techniques are vital to nonprofits.

Branding and brand managemen

Kylander and Stone (2012) describe the brand as what the public thinks about when a given nonprofit comes to their mind. Thus, it impacts the organization’s image, their engagement

SMART BRAND STRATEGIES FOR NONPROFIT ORGANIZATIONS

and fundraising efforts. In relation to this, Daw and Cone (2010) describe brand management as the efforts done by organizations to shape and influence the way they are perceived.

Rationale

This research will look at the brand strategies that can be of great help to nonprofits to help them establish new relationships as well as strengthening the existing ones. To better put the aspects of this research in perspective, the following will be the main research question of the study.

Research question

What smart branding strategies exist for Nonprofit organizations?

To adequately address this research problem, the following sub-questions will be useful:

1. Why do nonprofit organizations require “marketing?”
2. What are some of the key tactics of branding for nonprofit organizations?
3. How can nonprofit organizations measure their success?

Method and Design

This research will primarily rely on secondary research whereby relevant literature about branding for nonprofit will be reviewed. A keyword search will be conducted to identify the necessary information for this study. The keywords that will be used in the search include branding, nonprofit marketing, the secondary research will be coupled with personal interviews to obtain primary data for the study.

Significance and conclusion

SMART BRAND STRATEGIES FOR NONPROFIT ORGANIZATIONS

With the rising demand in the need to market nonprofits, this study will serve to provide some of the best branding strategies that nonprofits can make use of in their attempt to achieve the highest attention and boost their relationship with donors and volunteers. Therefore, by shedding light on some of the key aspects of marketing for nonprofits, this research will make a significant contribution to the field of branding for nonprofits. Based on the knowledge gained from the review of literature and analysis of the collected primary data, proper conclusions will be made in light of the research question.

SMART BRAND STRATEGIES FOR NONPROFIT ORGANIZATIONS

References

Andreasen, A.R., Kotler, P. and Parker, D., 2003. Strategic marketing for nonprofit organizations (pp. 44-53). Upper Saddle River, NJ: Prentice Hall.

Daw, J. and Cone, C., 2010. Breakthrough nonprofit branding: seven principles to power extraordinary results (Vol. 188). John Wiley & Sons.

Hyojin, K., 2002. Branding of nonprofit organizations. LBJ Journal of Public Affairs1, pp.47-57.

Kylander, N. and Stone, C., 2012. The role of brand in the nonprofit sector. Stanford Social Innovation Review, 10(2), pp.35-41.