At a recent BBQ the classic question, “so…where do you work?” was posed. I can’t stand that question but luckily am proud of working at Empax so it was semi-tolerable. At the end of my short description Joe* was looking at me as if I had told him that I club baby seals for a living. “Why would non-profits spend money on design and communication strategy? By you getting paid to build a website you are taking money away from their cause!” I’m familiar with the old adage about not talking politics or religion but non-profit marketing?! I must have missed the memo.
Maybe the answer only seems obvious because at work we are pretty entrenched in the non-profit/design world and everyone seems pretty familiar with how important branding is. Perhaps the choir happens to be much, much smaller than I realized? I really just wanted to get some potato salad but decided to stick around and debate this one. I went on about how important it is for companies to build public trust, especially non-profits who don’t necessarily have a tangible product to sell. Who would want to make a donation to an organization that seems like it might not manage it effectively? What stories (visual and verbal) can be told to illicit emotion and encourage people to get involved, either monetarily or by volunteering? Isn’t a community more apt to get involved and support an organization if they understand what it is they do? Building a strong brand can aid in effective fundraising and add levels of credibility to the cause. “Of course a not-for-profit with a social mission needs more than a slick logo to further their mission” I went on, “but building a support base requires many components and effective messaging is one of them.”
By the time our conversation was done Joe’s eyes had glossed over, the potato salad was calling and the fireworks had long gone out.
*name changed to protect identity
Having spent years working for and with non-profits I can’t say enough about how important name recognition and brand identity is. Taking time to explain who you are and what you do takes away from talking about your latest campaign, activity or event.
Interesting. Kind of like dressing for the job you want not the one you have. It makes sense I’d be more apt to donate to a non-profit with a professional image. It gives them the appearance that they are a well run organization.