Your brand matters

In a highly competitive charitable marketplace, your nonprofit needs to stand out.

That requires an indelible brand that captures your organization’s focus, vision and impact.

Does your brand, or tagline, tell people, in just a few words, what your organization does, who it serves, and what difference it makes? Does it make people want to get involved?

Your brand should telegraph the bigger story about how you operate, serve clients, work with donors and other partners, and improve the community..

Like your name and reputation, your brand should define you, telling people who you are and what you stand for.

It should not be a laundry list that spells out everything your organization does.

A camel, it has been said, is a horse designed by a committee. Too many nonprofits create a tagline by asking their staff for ideas, and then stringing all the ideas together.

That is not a tagline. Your brand should crystallize your identity and inspire people to want to help you address a need in your community.

Make your brand sparkle.

Want help?

Philanthropy North Carolina is a consulting practice that provides writing and strategic communications support for nonprofits, foundations, colleges and universities, and others working for social good.

To find out more about hiring Philanthropy North Carolina to work with your organization to improve your communications, contact Todd Cohen at 919.272.2051 or

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