The Influential Nonprofit: Episode 135: Farra Trompeter: Connecting To Your Community Through Branding
As Big Duck’s Co-Director, Farra ensures that Big Duck is a healthy, thriving company—that we’re creating a great work environment, are financially stable, producing work that successfully meets or exceeds client’s needs, and that diversity, inclusion, equity, and antiracism are centered in all we do. She directs Big Duck’s marketing and business development efforts, seeking to build relationships with nonprofits who want to use communications to achieve their mission.
Farra has led dozens of organizations through major brand overhauls, fundraising campaigns, and much more since joining Big Duck in 2007. She’s a frequent speaker around the country, training nonprofit staff and board members on branding, communications planning, and engaging donors at all giving levels.
Organizations often present an outdated or aspirational version of themselves online, which can lead to a disconnect between their digital presence and reality.
Seek to understand your primary audience for effective branding and messaging. Create a clear and consistent organizational narrative and equip the entire team with access to this messaging.
Organizations may unintentionally confuse their audience by creating campaigns that don't connect to their overall brand or mission.
When building or rebuilding a brand, involve people who are outside of your senior staff or board. At the very least, inform the entire staff. Building a brand using the feedback of your community is a powerful way to enhance your connection to your community and the strength of your branding.
If an organization goes through a process, and they say, ‘we intentionally want to be seen this way, felt this way, thought of this way, experienced this way’, then it can look at how it's, in fact, expressing that in its visuals, and its messaging and across its channels.
Nonprofits have lots of audiences including a very passionate and committed staff and board potentially volunteer donor, other participant audience who feels very close to the organization. And that's just an important thing to acknowledge in a branding or communications process.
Thinking about branding is a chance to build something that really connects to your community so that when you do reintroduce the organization with whatever the updated branding, is it like to your point it feels built by them and shaped by them.
Reach out to Farra Trompeter at:
Website: https://bigduck.com/
LinkedIn: https://www.linkedin.com/in/farra/
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