Success Brief: International Non-Profit
Brand development and donor experience improvements helped to reposition this leading non-profit charity, driving awareness, loyalty and increased donations without impacting other donor activities.
For this $20 million, non-profit arm of a leading Christian denomination, understanding and repositioning its brand within the context of other Church programs and secular competition raised many challenges.
Working with non-profit leadership and the internal church marketing group, MCorp used a four-prong research and analytical approach to gather facts and gain clear perspectives of donor, influencer and other key audience beliefs, attitudes, wants and needs.
To quantify our findings of internal and external audience beliefs, experiences and perspectives, we conducted statistically projectable research with the Church's massive member base—across donor types, influencer groups and regions—to identify opportunities and codify perceptions of values, strengths, weaknesses and market position.
Initial findings included results from a brand audit, covering dozens of individual pieces across 24 touchpoint "families." Donor and stakeholder research revealed four major findings, driving major recommendations that included adopting a newly defined brand and brand architecture, with vision, mission and values consistently articulated visually and verbally, connecting key audiences with the charity.
As a result, donor revenue potential can be increased by over 40% through brand adoption, increased loyalty, and rigorous management of the donor experience and brand assets. The organization has launched its new brand with its brand platform, including vision, values, promise and messaging. It's also working to close "experience performance gaps" across the donor relationship lifecycle.
