A great example of the nuanced role that brand plays is to look at social impact organisations, in particular at Foundations and those they support/partner with – i.e. grantees, awardees, winners, nonprofits.
Over the years, we’ve come to see the differing needs for brand and branding by these two groups and this level of understanding has been super valuable in building services that can address both sides.
Here are our top 5 differences to be aware of when looking at brand in Foundations and Nonprofits:
1. Objectives and Focus
Foundation branding aims for clarity of purpose, communicating origin/legacy stories, it’s vision, mission, and more operational messaging like what programming is on offer and their grants. It’s largely ‘B2B’ in mentality.
Nonprofit branding focuses on clarity of message, inspiring support for their cause, and standing out amidst competition for attention, the main role is to instil action – to do something, so requires that emotional resonance that drives action. It bridges ‘B2C’ and ‘B2B’ mentality.
2. Target Audience
Foundation brands largely target 2 groups – 1. Potential grantees/awardees/winners/nonprofits, and 2. Fellow institutes, other foundations, and partners to foster engagement and support.
Nonprofits have diverse audiences including their team, volunteers, donors, beneficiaries, media, government entities, and the general public, requiring tailored messaging for each group. This can be their biggest challenge – in how to appeal and communicate to each audience. Clarity of context for each piece of communication is vital – who is each one for, what do they need from us, what do we want from them, what do we want them to know/do, is this the right platform/medium for this audience, is this the right message for them, the most relevant visual tone, suitable format etc… If you have a strong core brand, this flexibility to adapt for these audiences and needs can be met.
3. Unique Challenges
Foundation branding face the challenge of balancing legacy and origin story while staying fresh and relevant for the future, and balancing programming information and impact stories. Balancing the visual and verbal storytelling that aligns to the vision of the Foundation can be, interesting!
Nonprofits grapple with sustainable revenue sources, funding constraints, capacity building, and operational costs. Branding is essential for clarifying messages to connect with various stakeholders and secure support, sustainably. This means clear, concise and compelling messaging combined with consistent, distinctive and quality design is a must.
4. Preferred Tone and Messaging
Both Foundations and Nonprofits branding require concise communications that align with organisational values (tone of voice 101!), the tone should be authentic to them and inspire action. The challenge comes with having flexible and relevant messaging to the diverse audiences they have.
Foundations have two main groups to engage with – fellow institutes and the grantees, both requiring differences in tone and messaging.
Whereas the Nonprofits have a broader spectrum to engage with and asks, it’s far more complex.
5. Examples and Case Studies
Foundation branding examples include The Elevate Prize Foundation, Four Friends Foundation and The Mellon Foundation, showcasing effective communication of purpose and impact.
Nonprofit branding examples such as Beelove, SoundExchange and water.org demonstrate compelling storytelling and community engagement strategies.
What challenges does your Foundation brand face? How do you see these as different from the Nonprofits you serve?