Branding & Differentiation: Communicate Your Organization's Unique Role
February 12, 2010
Nonprofit organizations seeking to raise money, expand programs, and attract board and staff must market and promote their organizations like any other product or service. That was the message shared by Dean Barbara Kahn and Bruce Turkel, CEO and creative director of Turkel, a Miami marketing, brand and advertising firm, in a workshop sponsored this month by the School's Center for Nonprofit Management. Entitled "Branding & Differentiation: Communicate Your Organization's Unique Role," the workshop revealed that believing in a mission and wanting others to share in the enthusiasm is only part of the equation. The experts told the audience that with so many organizations competing for the same resources, all organizations, including non-profits must identify and communicate their organization's unique benefits in order to succeed. To accomplish this, they said, companies need to make their mission important to others and become well-known in the community. They also said that marketing and promotion must be key parts of strategic planning for nonprofit organizations.