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In my more than 3 decades of working with churches, ministries, and non-profits, I’ve seen a lot of financially challenging times. During the energy crisis, the falling dollar, the S&L crisis, right up to the last housing collapse, I’ve helped guide our non-profit and religious clients through some pretty rough financial tests. I’ve discovered that most of them take the wrong strategy when things get tough. They cut back, ask for lower donation or sponsorship levels, talk more about “emergency giving,” start talking “crisis,” and more. But they often forget what I consider to be the single most important asset during tough times:
The strength of the brand.
Book - Unique - Story - Age - Brands
In my book “Unique: Telling Your Story in the Age of Brands and Social Media” I discuss the controversial subject of branding and how it can be used with non-profits, churches, and ministries.
The power of a brand story can be compelling because it shapes your perception in the eyes of your congregation, donors, and supporters.
Times - Strength - Brand - Asset - Brand
During difficult financial times, the strength of your brand is your greatest asset. A great brand is familiar, it speaks of integrity, character, quality, effectiveness, and reliability. Even during difficult times, people still want to do good, but they can become far more selective in their giving. That’s when a strong brand story can elevate your organization above the many other choices donors have today. It creates a powerful sense of trust.
Marketing’s “Four P’s” – product, price, place, and promotion are always important. Having the right product or organization in place, creating the right donation levels for your potential supporters, positioning your organization in the right media and the right places, and promoting your cause to convey a sense of urgency are all necessary in your strategy. But now more than ever, it’s time to re-think the strength of your...
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