How to Brand and Market a Non-Profit
Gio’s House of Hope and Restoration is a non-profit based in Florida that serves children and communities of Haiti. The organization is young and has had to wait on some of their projects based on the pandemic, dangerous situations in Haiti, and the construction of their orphanage. After viewing a website that we had designed for another non-profit client, they reached out and asked if we could help them re-design their current website. After reviewing their brand and website, we recommended refining the branding design and message first. The branding is the foundation. If that is not strong, the website is not going to be effective.
As a non-profit, it is extremely important to think from the potential donor’s and volunteer’s perspective. How can you communicate the impact that THEY can make through their donation or time or money? How can you clearly tell what you have done and what you are doing? How can you repeatedly make the ask?
We began by refining the current logo and defining the branding style. We created a color palette, paired fonts, and designed custom patterns and graphics. We then reviewed the current website with the founder. We then recommended a new structure and layout of content and began designing the website. We knew there would be updates as the orphanage was built and the organization grew. We kept this in mind as we designed the content. We also transitioned the focus to the impact of the organization with a section dedicated to the man behind the organization’s name. Now the Gio’s website communicates impact, makes a strong ask, and shares the story behind the cause.
As a non-profit, there are two things that need to be communicated repeatedly.
1. Make it clear who and how you make an impact. People want to be associated with something they understand and believe in. They can believe unless they understand. We see that many young non-profit organizations will over communicate and not clearly and succinctly tell others what they do. Sometimes the non-profit leaders are too close to the mission and day-to-day activities that they need outside perspective to help them communicate.
2. Make it clear how you want someone to act. Don’t assume they understand or know how to help. Do you want them to donate, volunteer, attend, etc. Make the ask over and over. Make it easy for someone to give or sign up. Make the ask specific. Break out your donation amounts and tell them how $50, $100, $500 will make a difference.
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