At Digital Mountaineers, we often talk about the importance of a beautiful web presence for your Positive Impact Organization. But one of the key elements in a beautiful web presence is having a streamlined, recognizable brand across all channels. This includes your Copy, Social Media, Newsletters, Brochures, and Fundraising Efforts.
This can often be a lofty goal for smaller Positive Impact Organizations because there are multiple people in charge of these different pieces, and this is often where a Branding Guide comes in handy. There is a special alchemy that happens when all the puzzle pieces of your brand come together to effectively evoke the feeling of your organization.
When we start partnerships with clients, we ask them “How do you want your audience to feel when they find you?” Whatever the answer to that question is, whether it’s “Safe” or “Inspired,” you want to look across all of your marketing efforts and make sure every piece evokes a part of that emotion. The sections below will help to ensure that your Positive Impact Organization is accurately conveying exactly who you are.
When it comes to your copy, you want to make sure that it feels active and unique to who you are. There is a tendency to lean too far into a “professional” tone, which can often feel sterile, general, or just plain cold. We always advise our clients to speak from the heart. Gone are the days of inauthenticity. Your audience can see right through that. People want to know about who your org is, what you care about, and who/how you help. Don’t be afraid to write your copy as if you’re speaking to a friend.
Social Media is often an area that Positive Impact Organizations neglect, due to low staffing or know how. We’re here to tell you: You don’t need to be online for hours a day to have a meaningful engagement with your audience. All it takes is posting once a week, being social with like minded folks, and sharing content that creates a community based on shared values. Click here to read about utilizing social media in a short time frame. It’s also a great idea to keep your social media graphics aligned with your color palette so it becomes recognizable on your audience’s feed.
If your organization has an email list, CONGRATULATIONS! That is an amazing feat and you should be proud. If you send out monthly/quarterly newsletters, make sure they evoke a feeling, not just unrelated updates. People are inundated with newsletters from every organization. What makes yours stand out? Speaking to folks in a personal way and in a tone that is aligned with your website presence can help people get to know your organization on a personal level. Tell them your story. Personal connections help foster deeper engagement, and ultimately, helps you accomplish your goal of serving your targeted communities.
No matter what industry you’re in, making sure that brochures and/or digitized content feels like your website is important. The act of streamlining copy and color palettes help people understand more about your work on a subconscious level. Color psychology is very real, and if you’re not using it to your advantage, you’re missing out! Just take a look at this article all about how colors affect our emotions. Any type of literature intended for your specific audience is another opportunity to tell them about why your org exists. Helping people connect to your why will serve you well in the long run.
In our experience, fundraising efforts are the lifeblood of Positive Impact Organizations, which means that the copy and overall branding of these marketing materials are the most important. And – if you already have a strong brand presence across your web channels, this makes fundraising that much easier. People are not confused about who you are, what you do, and who you help. Ensuring that your copy is direct, active, and warm goes a long way.
Now that you’ve read this, take a look at your Positive Impact Organization’s brand marketing and ask yourself:
- Is our mission clearly stated and easily accessed on every channel – web, social, marketing?
- How do I feel when I look at our materials?
- Do I have clear directives on how I can help/donate?
Just those three questions will help up level your marketing, and help you to engage with your audience in a meaningful way that ultimately helps to achieve your organization’s mission.