I have had the opportunity to work with the Clara City Area Community Foundation (CCACF) since they became a SWIF affiliate foundation in the spring of 2016. We’ve talked about any number of best practices related to how a foundation operates, but for the past few months we’ve spent the lion’s share of our time discussing what it means to develop a consistent brand that is recognizable throughout the community.
Using SWIF’s Co-branding workbook, the CCACF board choose a color palette, fonts and developed an icon based on a “Heart of the Prairie” theme. They are using these selections along with some photos from the community to create a brochure, stationary, letterhead and stand up banner that will tell the community (and all potential donors!) who they are and what they do.
Many of you have been through this process and have created some wonderful looking materials. But it is not enough to just create the marketing pieces, you have to put them to use. Here are a few suggestions on how you can make the most of your new look:
- Place your logo on ALL newsletters and annual reports. You can even place it on your meeting agendas and at the bottom of emails. Heck, send it to the newspaper as a press release “XYZ Foundation Develops New Logo.” Don’t worry about overdoing it. An old marketing adage says that people need to see or hear your message at least seven times before they will take action.
- Move the stand-up banners around town. Some responses I’ve heard recently when I’ve asked advisory boards where their banner currently resides are: In the closet, behind the desk, under the bed. It’s not doing any good if no one is seeing it so put together a 12-month calendar for where the banner will go (banks, library, grocery store, city offices, etc.). Then, assign a board member to make sure it gets moved around. Most importantly, make sure you bring it along to any events you are hosting or taking part in.
- Purchase a brochure stand to go alongside your banner. Don’t forget to place some donation envelopes in it as well!
- Go where the people are because they aren’t coming to you. More and more, people spend a significant part of their day online. Make sure your logo is prominently displayed on your Facebook page or website.
If you haven’t taken part in the SWIF Co-Branding process let’s talk. There is always the potential to do more for your community whether it is more granting, more fundraising or more marketing. Establishing a recognizable identity for your organization makes it all easier!
To view other SWIF affiliate foundation logos click here.
