Branding for Nonprofits

Branding for Nonprofits: Developing Identity with Integrity is just out from Allworth Press.

From the press release:

“In her new book, Branding for Nonprofits: Developing Identity with Integrity, DK Holland demystifies the branding and design process for nonprofits large and small and shows how you can use both to enhance the effectiveness of your organization. She discusses how brands are developed, how to find and work with good designers and other professionals who can work within your budget, and where to find funding for all of this.

The book is filled with real case studies that reveal situations in which nonprofits have successfully created branding opportunities out of dilemmas and rebranded to create distinctive and clear identities for themselves. ‘Brands are not just about logos (a typical misconception),’ says Holland, ‘the brand goes beyond tangible design elements to the core of the organization — to something more abstract and far-reaching.’ Branding works as an expression of the authentic values of an organization, it creates expectations, and makes promises to its primary audiences or and to the people they wish to attract. Throughout, this guide offers practical, creative approaches to help improve your brand and, in the process, become a more focused an effective organization. Along with branding resources and numerous illustrations, a handy brand glossary defines terms that might be unfamiliar to those facing the challenge of rebranding.”

Some bullet points from the book page:

Branding for Nonprofits provides the processes, tools and thinking needed to brand or rebrand. DK Holland’s inspiring and demystifying approach helps nonprofits approach the process with confidence and enthusiasm. The book presents case studies that reveal real-life situations in which nonprofits have successfully created branding opportunities out of dilemmas and rebranded to create a distinctive clear identity that furthers their mission and helps stabilize their programs.

• Four-page interviews with six nonprofit groups explain the impact of rebranding.
• Chronological order shows nonprofits how to proceed at each stage of branding.
• Each chapter has charts, photos or other visuals to support the text.
• Aimed at managers of small & mid-size nonprofits; graphic designers, art directors, educators
• New York City alone has 27,000 nonprofits; 1.6 million registered nonprofits in the U.S. compete for membership, volunteers and over $24 billion in grants and donations.
• Loss of funding after 9/11 has made branding crucial to nonprofits.
• Addresses the indirect connection between branding and fundraising.
• For-profit American businesses invest millions in branding; most successful nonprofits lack the resources and wherewithal to hire a brand expert even though they know they need to rebrand.

Having worked for a couple of large non-profits who had a disdain for marketing (beyond direct mail solicitations,) this is a very welcome volume.

Disclosure: A couple of my essays have run in DK’s Design Issues column in Communication Arts.