Technology should complement, not compromise nonprofits' brands
February 19, 2013
There is a steady stream of new technologies and accompanying recommendations for branding adjustments, according to The Nonprofit Quarterly. Even if these developments help organizations do their jobs better, they should not necessarily be a catalyst for rebranding. Rather, nonprofits should make sure that use of these technologies enhances the brand messages they have already developed.
"Being innovative means taking appropriate advantage of new branding channels and using them in innovative ways," said Jennie Winton of Mission Minded, as quoted by the source. "Don't just do what everyone else is doing. Break the rules in a way that simultaneously is mission forward and that also reinforces your brand."
Better branding strategies are a factor that compelled Marion Ruthig, previously an accountant, to quit her job and launch "I support Community." The web-based organization develops videos for nonprofits that facilitate better storytelling, according to The Chicago Daily Herald. Ruthig explains that every philanthropy should be able to express their stories in the most effective ways. At the same time, videos are quickly becoming one of the biggest strategies in web marketing outside of the nonprofit sector as well.
As foundations tap into emerging digital channels to raise funds online, they can benefit from nonprofit fundraising software that tracks incoming donations and quantitatively measures the success of their efforts.