Is it Time for a Nonprofit Rebrand?

A nonprofit rebrand is important to consider in today’s fast-changing world. Attention spans are shorter than ever. Sometimes, a nonprofit needs to reevaluate what is or isn’t working. Small changes can go a long way in revamping a nonprofit’s image. According to Wikipedia, it is a marketing strategy that can help a brand create a new identity. Whether or not you decide to rebrand your nonprofit, GrantWatch has many grants that can help you increase funding for your organization.

Reasons to Consider Rebranding

• Modernize – The look, style and essence of your nonprofit’s mission and/or marketing are out of style. Because of this, your organization might want to get a leg up on staying ahead of the trends.

• Direction – Maybe the nonprofit was founded with a mission that has evolved over time. Your organization may have also decided that it wants to change some programs or the way the programs work.

• Message – Your organization’s message doesn’t click. Decreasing donations can critically impact the (continued) functioning of your organization. Stopping this trend should be an important priority. Stabilizing, if not increasing, your donation income would be the next step. Maybe your organization is newer and hasn’t gotten off the ground yet. Revamping your message could be what is needed.

• Funding – Difficulty getting grants is also another reason nonprofits might want to change their brand. Maybe you are not receiving grants at the same level, if at all. A marketing message that’s not clicking may be the reason why funding is more of a problem.

• Sponsors – Locating new sponsors is more difficult than ever. Reduced access to sponsors and loss of existing sponsors are other signs that your message isn’t resonating.

• Image – Sometimes things can happen that can tarnish an organization’s reputation.  Rebranding can help turn the public’s perception around.

No matter the reason, rebranding your organization can provide a message that will resonate well with potential donors, funders, clients and the general public. In addition, make sure you do the proper research before changing your brand. The change is not something that should happen overnight.

Possible Changes to Consider When Rebranding

• Staffing – Hiring people whose work will best reflect and enhance the new brand.

• Change Content – Another major change to consider would be to update the content on your website. In line with that, you would likely want to change the content of your social media posts, newsletters and other marketing materials. Sometimes you may need to present information with a different tone. Changing wording and tone to reflect your new branding can result in dramatically strengthening your organization’s community impact.

• Targeted Demographics – Use demographics to know your audience and how best to serve them.                

• Presence – Your online presence is important in spreading your message. Your organization’s visual media will need to reflect the new image you want to project. Changing the visual image of your organization can include changing colors, logo and website image design. You want your visual image to reflect the new direction you are going for. You want to make sure your images reflect what your organization does. 

 As you can see, there are many reasons and elements to consider when rebranding.       

GrantNews Notes        

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