Branding for nonprofits can feel overwhelming—especially when you’re balancing limited resources and the diverse voices of board members, donors, and volunteers.
That’s why I teamed up with fellow brand designer Jen Odom for a LinkedIn Live deep dive into the essentials of nonprofit branding. We discussed everything from how branding for nonprofits differs from for-profits, to practical tips for staying consistent on a budget, and when it’s time to invest in a brand refresh.
Whether you’re a nonprofit leader or part of a scrappy small team, this session is packed with insights—from two very nerdy brand designers—to help your brand make a stronger impact.
Watch the full session:
6 branding takeaways for your nonprofit:
- Key differences between nonprofit and for-profit branding
- Nonprofit branding requires balancing a diverse set of voices: board members, donors, beneficiaries, volunteers, and staff. Unlike for-profits, which typically focus on customers, nonprofits need to foster a sense of shared identity across stakeholders. Effective nonprofit branding digs into the organization’s identity, aligning stakeholders with a shared mission that drives them toward a greater purpose.
- How to stay consistent on a budget
- With limited resources, maintaining consistency in branding can be challenging but essential. For small nonprofits, we recommend a concise brand guide, something actionable that team members will actually use. Tools like Canva make it easier for teams to create branded templates that help maintain consistency without needing an in-house designer.
- When is the right time to invest in branding?
- A brand refresh can be transformative after big shifts internally or externally at your organization—leadership change, a merger, or a shift in mission. Use surveys or stakeholder feedback to measure your brand perception before and after a brand level-up. Not only does this engage your community, but it can also help demonstrate a clear return on investment for funders (if your brand redesign was funded by a grant or third party).
- Branding with personality
- Nonprofits that truly stand out actually embrace their unique personalities—not the cold “professional” look. Archetypes act as a guide to keep your mission, messaging and branding aligned, giving you and your team a filter through which to communicate authentically with your audience.
- How do we measure brand success?
- We explored how branding, unlike marketing, is a gradual reputation that builds over time. To gauge brand effectiveness, survey stakeholders before and after a brand or website refresh to see if they feel a stronger connection to the mission. A big sign of success? Hearing board members, volunteers, and donors repeat back your key messages or being more proud to share your links.
- Building brand ownership across the team
- Branding works best when it’s a collaborative effort. Jen and I both agree that it’s a good idea to assign someone on your team the responsibility of championing the brand and ensuring alignment as your organization grows. Consistency can amplify your brand’s power and create a unified voice across all of your touchpoints with donors.
Moving Forward: Build a Brand that Reflects Your Mission
This session was filled with insights and actionable tips to help nonprofits approach branding in ways that build connection with people and boost impact. As you consider your next steps, remember that a strong brand doesn’t need to be perfect; it simply needs to reflect the heart of your mission and attract the right donors. It’s as easy and as hard as that!
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Related Resources
Explore these additional resources for more info on how branding can help your nonprofit stand out from the noise:
Boost Your Fundraising: The Role of Branding in Raising Money
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3 Branding Tips for New Nonprofits: Start with Purpose, Not Visuals
Thinking of starting a nonprofit? Learn which three branding foundations to focus on first, and why proving your concept is…Read More
Bringing Energy and Life to Your Nonprofit Brand
Listen to branding expert Lauren Atherton on the We Are For Good podcast as she discusses key strategies for nonprofits…Read More
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