If your nonprofit evokes an emotional, intellectual or transactional response, it already has a brand. But, is it the one you want? Could it be more authentic? More recognizable? Or, become even more seared into the hearts, minds and purses of the audiences you want to reach? More importantly: Does your staff, board, community and other stakeholders know and embrace your brand? Join Susan Merrill O’Connor, Director of Communications at the Center for Non-Profits, as we discuss:
- Pros and cons of your nonprofit being its own entity or part of a nationally-known brand
- How do people see you? If your nonprofit had a face, what would be the expression?
- Can your brand bounce back after a crisis or image problem?
- A real look at logos, taglines, acronyms and hashtags and the consistency of your brand in all your marketing tools
- The opportunities and challenges of taking on a rebranding project
- And ways to test if your stakeholders are brand-loyal to your nonprofit
Susan Merrill O’Connor, Director of Communications, Center for Non-Profits
The Center for Non-Profits (http://www.njnonprofits.org) is the umbrella organization for New Jersey’s 501(c)(3)s. Susan works to increase the Center’s visibility and promote the valuable programs and new developments the Center provides its members and the overall nonprofit community. She’s responsible for the organization’s marketing plan that includes affirming the Center’s mission and reputation as an advocate for New Jersey’s 501(c)(3) community, publicity strategies, e-newsletters, social media, participation at numerous events, and other outreach.
Susan builds partnerships, including sponsorship, for the Center’s annual NJ Non-Profit Conference that grows bigger and better every year. She works closely with service providers, consultants and other industry experts to develop educational programs for the nonprofit community. Through communications channels and personal outreach, she keeps members, volunteers, donors, the media, and sponsors, informed, inspired and involved in the important work of the Center.
In addition to Susan’s work with the Center, she’s also an “innovation panelist” for New York based Prodigy Works (http://prodigyworks.com/) where she participates in brainstorming projects, in developing research insights, and collaborating with others to bring outside thinking to companies and brands looking to tap into a diverse global network of high-level innovators, inventors, and passionate problem solvers. Susan brings her unique knowledge, life experience, and perspectives to solve complex problems, create “disruptive innovation” and name new products for some of the world’s best-loved brands and a range of leading consumer packaged goods, food and beverage, tech, healthcare, and financial services companies.
(Connect with Susan on social media, Twitter at @SMerrillOConnor LinkedIn at Susan Merrill O’Connor)