Is Your Nonprofit Ready for a Rebrand?

Question: Is your nonprofit ready for a rebrand? Occasional rebranding is important to consider in today’s fast-changing world. Everything moves so fast and attention spans certainly aren’t getting any longer. 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 sources, it is a marketing strategy that can help a brand create a new identity. While we tend to think of marketing strategies as only applying to for-profit companies, they also help nonprofits reach their goals as well. A good marketing strategy is a long-term plan for your organization. It takes into account the needs of your community and how to give you the ability to create solid change.  But perhaps the most important thing to remember is that any plan for the future should be achievable and should leave room for the opportunity to change and grow with the community you serve.

It’s true, effective marketing strategies require money to implement. In response, GrantWatch has many grants that can help you underwrite a good marketing campaign for your organization. In fact, using a simple keyword search with the word “marketing” as your filter brings forth a a list of 500 potential grants that are spread across a wide range of industries.

Reasons to Consider Rebranding

• Modernize – The look, style and essence of your nonprofit 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. In addition, it pays to remember that you have more than one target audience. When in doubt, ask yourself, “Can this audience effect change for my nonprofit?” If the answer is yes, then cater your message to speak persuasively to that demographic.               

• 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. 

Grants, In-Kind Donations, and Scholarships

1. Marketing Grants: Grants to nonprofits and public entities for marketing campaigns to increase tourism. Funding is for marketing research, marketing attendance of a convention, website design, and marketing in digital, print, and broadcast media.
2. In-Kind Grants : In-kind grant of marketing services to nonprofits serving local communities. Addresses marketing needs like logos, videos, and promotional materials as well as social media engagement.
3. Tourism Grants: Grants up to $25,000 to nonprofits and for-profits for marketing of events and attractions that will draw tourism.
4. Scholarship Grants: Scholarships and mentorships to Black Bachelor’s, Master’s, and PhD students to advance their careers in the digital marketing field. In addition to the $5,000 scholarship, participants will receive individualized mentorship and professional development opportunities.
5. Athletic Events Grants: Grants up to $10,000 to Virginia entities that host athletic events in eligible regions for marketing, promotion, and programming expenses.

Additional Funding Opportunities for Marketing

1. Tourism Grants: Grants up to $250 to Ohio nonprofit and for-profit organizations to promote tourism, businesses, events, and attractions in eligible locations. Funding is intended to increase tourism and overnight stays through the use of marketing materials. 
2. Nonprofit Management Internships: Internships for women to learn nonprofit management skills pertaining to arts organizations, specifically marketing initiatives.
3. Library Awards: Award of $2,000 to a public library employee or team in recognition of innovative marketing strategies. 
4. Printing Grants: In-kind grants to arts organizations and nonprofits to assist in underwriting marketing activities.
5. Marketing Initiatives: Grants up to $20,000 to nonprofits and First Nations for marketing projects and campaigns that promote a local region or community.

About GrantWatch

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Please Note: There is no guarantee of grant awards as a result of this information.