Week 9;WHATàYOUR BRAND?

Required Readings

Tschirhart, M., & Bielefeld, W. (2012). Managing nonprofit organizationsLinks to an external site.. New York, NY: John Wiley and Sons.

Chapter 8, arketing(pp. 168y7)

Kylander, N., & Stone, C. (2012). The role of brand in the nonprofit sector. Stanford Social Innovation ReviewLinks to an external site.. Retrieved from http://www.ssireview.org/articles/entry/the_role_o…

• Miller, K. L. (2013). Jossey-Bass nonprofit guidebook series: Content marketing for nonprofits : A communications map for engaging your community, becoming a favorite cause, and raising more moneyLinks to an external site.. Somerset, NJ, USA: John Wiley & Sons.

Chapter 1, %aring the Call of the Wild: The Case for Changing Your Communications Approach(pp. 3²)

WHATàYOUR BRAND?
According to the American marketing association, a brand is defined as `name, term, design, symbol or other feature that identifies one selleràgood or service as distinct from those of other sellers(Tschirhart, 2012, p. 185). For a nonprofit organization, a brand can be a name, trademark, logo, or slogan that serves to convey an emotional message about the organizationàmission, purpose, values, benefits, and/or services to the community.In order to reach clients, potential donors, and volunteers, NPOs/NGOs must communicate their message effectively using a broad range of communication and marketing strategies. Nonprofit messages have to be emotionally appealing, authentic, and engaging to raise audience awareness and action. NPOs/NGOs must be differentiated to ensure sustainability.Before an NPO/NGO can differentiate its services form other similar organizations, it needs to consider how to communicate with its audiences to determine those needs and wants as well as to market its programs.In this Discussion, you will look at the importance of brands in furthering the mission of an NGO/NPO and in driving social change.

BY DAY 3

Post by Day 3 the name and mission of the NPO/NGO for your Final Project and explain the type of brand you would create that would highlight its vision, mission, values, beliefs, benefits, and/or purpose. Post or draw a compelling image or logo that %lls the story/f your mission and vision.

Note: Cite any borrowed images.

Be sure to support your postings and responses with specific references to the Learning Resources.

• Read a selection of your colleagues0ostings.
• BY DAY 5

Respond by Day 5 to at least two of your colleagues0ostings by identifying additional ideas about brands and to share insights on the topic.

Continue to engage with your colleagues through Day 7 in an academic discussion in which you contribute multiple meaningful, substantive ideas, suggestions, and insights on the focus topic. Present your posts and responses in a polished, professional manner with scholarly support.