Everybody wants to run a successful nonprofit, but there are far too many that do not realize the importance of good business practices when doing so.
Take, for example, branding. When you set out to save the world, or at least make it a better place, it’s easy to just assume that the worthiness of your cause will be enough to convince people to contribute. What’s not immediately obvious is the sheer depth of other causes competing for attention—not to mention other nonprofits in same or similar niches.
This results in the same problem that every for-profit business has—how can you differentiate in a crowded marketplace? Nobody wants their nonprofit to be blasted for spending more on promotions than actually helping others, but a little bit of expert branding can be a force multiplier that guarantees that a mission is accomplished correctly.
Raissa Frenkel from the Finker-Frenkel Family Foundation explains how improving your brand strategy can actually bolster a nonprofit, too.