Without a nonprofit positioning statement, your organization is susceptible to a range of communications problems. Your inconsistent communications will be far more likely to confuse your stakeholders. You’ll be mistaken for other organizations doing similar work more often. And, a single negative story in the media could suddenly become the primary association people have with you because you’ve done little to build up a consistent narrative of positive messages.
How to Create a Brand Positioning Statement
It’s an important question every organization must ask themselves: what sets you apart from the competition?
Notice I said “organization.” Don’t think that just because you’re part of a nonprofit that you don’t need to put time and effort into branding! Nonprofits need to be aware of the link between a brand's strategic value and its organizational impact.
Here are a few things that can happen if you don’t put the time and effort into creating this simple yet powerful statement: * You’ll probably be confused with similar organizations. * Your messaging will be all over the place. * Potential donors won’t trust you.
It’s true that big charities have the benefit of a marketing team: the Bill & Melinda Gates Foundation has a director of global brand and innovation Jason Witten Color Rush Jersey , while UNICEF has a chief of brand-building.
Fortunately, even if it’s just you, it’s not overly difficult to come up with a positioning statement that will set you apart from your charitable competition. That is Dak Prescott Color Rush Jersey , if you’re willing to do some research and deep thinking before you start typing.
What Is Brand Positioning?
First, let’s cover the definition of brand positioning. It’s the art of matching your marketing message with the beliefs, feelings and desires of your ideal customer.
You do that effectively by making yourself “visible” as the kind of organization an individual would be attracted to.
However Ezekiel Elliott Color Rush Jersey , this statement isn’t customer-facing like your tagline is. Think of it as an internal statement that supports ideas before you develop specific marketing messaging.
It’s also important to remember nonprofit brand positioning is a bit different than for-profit branding. Here’s why statements are different for a charity vs. for a for-profit business: you want people to donate to your cause, but you’re not focused on messaging around the lowest prices like Walmart is, or on the biggest showroom selection like Ikea is. Competitive positioning for nonprofits is more focused on the “why”: what is your mission? Your product is the good you’re doing.
UNICEF isn’t focused on undercutting their competition or saying they’re the best charity out there. (Also, some charities wish to collaborate and support others in their efforts, not necessarily compete against them.)
How to Create a Non-For-Profit Positioning Statement
Now that we’ve clarified the difference Connor McGovern Color Rush Jersey , let’s look at how to create your nonprofit positioning statement:
Define your unique selling proposition (USP).
It’s great that there are so many nonprofits supporting various causes, but this means that people are faced with an overwhelming number to choose from. You want them to pick yours.
While you’re not selling a product, you are selling a commitment—whether that’s to provide clean water to villages or save turtles from extinction. Your USP is something unique that you have to offer.
Like a small business owner does competitive research before defining his or her brand Trysten Hill Color Rush Jersey , you need to do the same for your charitable organization. Conduct some research on similar charities and find out: * Who’s their audience? * How are they positioning their brand? * What are they doing well? * What are they doing poorly?
Here’s one of the ways that charity:water sets themselves apart from other similar nonprofits. They don’t focus solely on the fact that they provide clean drinking water to underdeveloped countries. They highlight that they prove every project “with GPS coordinates and remote sensors to ensure water is always flowing.”
Don’t be afraid to be bold.
Think of creative ways to encourage potential donors to give to your cause. A website with a few lackluster paragraphs and a donate button isn’t going to cut it. Neither is a bunch of copy that has the same messaging as similar charities.
Traditionally, nonprofits have focused on safe, neutral messaging; that’s changed now. Just look at F**k Cancer Amari Cooper Color Rush Jersey , a health organization working for early detection and prevention of cancer worldwide!
While you don’t need to use expletives in your nonprofit brand positioning statement, tagline, logo or other materials Black Chaz Green Jersey , think outside “we do good” messaging and be a bit edgy.
Tell your full story.
Don’t make potential donors try and figure out why they should support your initiative. Spend some time thinking deeply about your nonprofit positioning statement as it relates to your story.
Did a family member deal with the disease you’re raising funds to eradicate? Make it personal. Did you become passionate about animal rights when you adopted a pet from a shelter? Consider that angle.
Take a look at your About Us page for inspiration. Here’s a local dog rescue’s story t
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