Why Non-Profit Organizations Need a Professional Brand Design

A non-profit organization requires a professional brand design even more so than a commercial venture. Non-profits rely on the good will and financial support of Joe Public. People who donate do so selflessly to further a cause that they believe is important. But they need to be confident that their money is being allocated appropriately.

Who is going to Brand Design donate money to an organization that proclaims to be a non-profit helping the poor, the sick or the disadvantaged when the website and printed flyers give the impression that they have been produced by an amateur down the road? No one is going to donate to an outfit they can’t trust instinctively.

A strong brand identity is how any organization presents itself to the world: what it stands for and what its goals are. When professionally designed, branding will ensure the non-profit is taken seriously in its efforts to help change the world. It will convey to people it is above-board, reputable and is putting donors’ money to good use. When used effectively a professional brand will become memorable, leading to more exposure and the receipt of more funds. A powerful brand identity evokes emotions in people who will want to help the non-profit organization to help others.

Consider Amnesty International, one of the most well-known non-profit organizations in the world. It has a clearly defined brand. The name concisely sums up what its objectives are. This is supported by a logo design depicting a candle, for hope, wrapped round with barbed wire, reflecting unfair restraint. Any non-profit that wants to do well in today’s society needs a brand that is just as strong.

Logo Design:

The logo design must reflect the organization, must be memorable and enduring. It may be pictorial or be based on the non-profit name such as that used by Make a Wish International – a simple word mark logo of the name with a shooting star flying through it, summing up their aim to grant dying children a wish very aptly.

Tagline:

A tagline is a succinct statement to build on the logo and grab more attention; for a non-profit organization a factual tagline is most appropriate. The PA Breast Cancer Coalition has a spot on tagline: “Finding a cure now… so our daughters won’t have to”. It’s hard-hitting, factual and evokes an emotional response.

Marketing Material Design:

A non-profit organization requires a variety of professionally designed and printed marketing material to promote itself, such as flyers, information pamphlets and business cards. This material for offline promotion must clearly maintain the brand’s visual identity throughout with coherent use of logo, colors, images and font.

Website Design:

Today’s professional branding companies also have the ability to develop an effective website which retains the brand identity. The website must not only look good and be engaging, but must make it easy for readers to learn more about the organization, how to volunteer or make an online donation.

  • The website must be visually appealing and easy to navigate
  • It must have great, interesting content and provide background information about the organization and its goals, what has been achieved and all the latest news. A section for blogs is also a great idea to keep readers up-to-date with all that is happening.
  • When a non-profit asks people to make a donation, it has to be viewed as above-board. The inclusion of financial reports will prove to the readers that the non-profit is financially trustworthy.

The fully branded website will not only increase brand awareness and keep readers up-to-date, but one of its key objectives is to entice them to take action. Eye catching call to action steps should be perfectly positioned on the website:

  • An easy-to-use online form is essential so visitors can sign up for more information, to receive a newsletter or register to become a volunteer.
  • It must be easy for people to make a donation online and the payment steps must reassure people that they are using a secure payment channel.

A non-profit Brand Design organization needs to have sufficient funds to continue effectively and implement its actions. The implementation of a sensible branding strategy using a professional company will result in a tangible difference in funds received and in the exposure of the organization… what more could a non-profit wish for?