Branding may seem like something for the power-players, the Nikes and Apples of the world, but what if I told you that even nonprofits could benefit from branding? I’m not talking about spending billions of dollars on persuasive ad campaigns  showing off the latest gadgets. Instead, what if a few well-invested resources could get people to care about — and pay attention to — your cause? 

The line is starting to blur between social impact and nonprofit sectors. People are supporting businesses that give back to the world, and they are starting to expect that kind of philanthropy from every brand they give to. As flashy for-profit companies start to make social contributions, the modest efforts of local nonprofits are at risk of being labeled boring and amateur. Nonprofit leaders can’t count on a sympathetic pat on the head and a free pass on branding for much longer. If you think people will overlook dull branding or boring content just because you have a great mission, you’re expecting way too much. To put it bluntly, a respectable cause just isn’t enough to rally and keep support anymore.

For most nonprofits, brand experience is the last thing you think about because you’re busy changing the world! With inspiring goals, people may join your organization and hold tight to that vision regardless of how your nonprofit looks or functions. But that pure excitement and passion has an expiration date. Without a strong brand, you’ll spend more time onboarding new volunteers and donors than cultivating existing ones — and this turnover can ultimately hold you back from major achievements.