This installment of the Sixty-Second Strategy challenges board and staff to frame a compelling message by transforming how they talk about their organization.
Visit previous strategies…
This installment of the Sixty-Second Strategy challenges board and staff to frame a compelling message by transforming how they talk about their organization.
Visit previous strategies…
Your organization’s stories are key to helping you convey the unique value you create for the people you serve. The following 60-Second Strategy video provide five simple questions to help you and your team craft a compelling narrative about your work.
An article in the December issue of Twin Cities Business Monthly captures a wonderful case study on the branding work Creation In Common did for CaringBridge. CaringBridge is a nonprofit providing free websites that connect people experiencing a significant health challenge to family and friends, making each health journey easier.
Go here to read the article.

Here is an oldie but a goodie.
My partner Padraic and I wrote this article for the Nonprofit Quarterly on branding back in 2005. It captures the idea that a strong nonprofit brand goes beyond good marketing. First and foremost, it’s about deep organizational development.
Six years ago, I wrote Building the Nonprofit Brand from the Inside Out and its time to revise it. Much has changed in the area of nonprofit marketing, communications, and branding.
Before I start my revision, I welcome any thoughts on the topic. Please read the article and send your comments. I will attribute any insights on this blog before relaunching the article.
Thanks,
Recently, Catholic Charities of the Diocese of Saint Cloud launched todaysdeeds.org. This website encourages people to share stories about the good deeds they have witnessed in their community. These stories are then emailed out to friends and family who in turn are encouraged to participate. Creation In Common developed this strategy as part of a comprehensive branding effort for the organization. Please take a visit, share a story, and pass it on to your friends. www.todaysdeeds.org
Posted in Branding and Communications, Creativity and Innovation, Great Nonprofit Examples, Nonprofit Social Media, Uncategorized
Tagged brand identity, causes, collaboration, creation in common, development, donor cultivation, donor development, donor prospects, donors, fund development, fundraising, individual donors, nonprofit, Viral Marketing
Commit 72 minutes per day to innovate and create a new future for your nonprofit organization. 72 minutes away from putting out fires and reacting to the economy; 72 minutes from the daily grind; 72 minutes focused on challenging assumptions and generating new ideas; 72 minutes building on what your organization is best at; 72 minutes that in a year from now will create deep and meaningful opportunities and 5 years from now will be known as that game-changing moment in your organization’s history.
Background
Ben Cameron, the Arts Program Director for Doris Duke Charitable Foundation, recently captured the real task ahead for the nonprofit sector during these difficult times. In a speech to a group of Minnesota arts leaders he said: “the single biggest challenge lies in how to balance an increasingly perilous equation: managing short-term survival, while pursuing long-term transformation.
He went on to say:
“The groups most likely to survive will innovate—not chasing the flashy or new but truly innovate—a process that Richard Evans describes as “new pathways to mission fulfillment, discontinuous from previous practice, resulting from shifts in underlying organizational assumptions”—a precise and useful delineation of what innovation should really mean—and that is achieved most often, according to futurist Andrew Zolli, by organizations who assemble teams comprised of very different perspectives and histories focused on a common problem, teams focused on base hits rather than home runs, and who rarely simply adopt best practice, recognizing best practice as outputs, not inputs. The groups most likely to survive will embrace a higher risk tolerance —-risk, not irresponsibility but pushing past our comfort zones, armed with our best instincts, our best data, the counsel of others more expert than we–knowing as we do that a business that does not risk does not grow, a relationship with husband wife or partner that does not risk does not grow, the artist who does not risk–however capable– is doomed merely to technical excellence but never achieved the true artistic moment for which we all live and work.”
Off script, he encouraged us to devote 15% [72 minutes per day] of our time to this effort so that “we will remember these times, not as an ordeal for survival, but as a renaissance.”
Commit Now
I am committing 72 minutes per day to create new models, methods, and tools that will build nonprofit organizations’ capacity to engage the public.
What are you committing to? Tell me.
Send me an email (carlo@creationincommon.com) or tweet me on Twitter @cmcuesta (use hashtag #72mins) or leave a comment on this blog.
Tell me that you are willing to commit and what you are committing to. Also, if you feel you are unable to commit, tell me what you think the major barriers are.
Go here to read the full transcript of Ben’s speech. The event he spoke at was through the arts learning xchange series presented by Minnesota Community Foundation and Arts Midwest with support from the Wallace Foundation.
Posted in collaboration, Creativity and Innovation
Tagged arts learning xchange, Ben Cameron, board development, Board Members, brand identity, causes, collaboration, creation in common, Doris Duke Charitable Foundation, innovation, NGO, nonprofit, Nonprofit Branding, Nonprofits, resource development
“We’ve already tried that, it didn’t work.”
The board member smiled back at the organization’s marketing director and thought: “you may have tried it, but did you do it right?”
The marketing committee meeting was approaching its conclusion and nothing had been accomplished. The first 10 minutes were spent on waiting for people to arrive and picking through a box lunch, 15 minutes on the marketing director bringing everyone up to speed, and the last 30 minutes spent on people offering up ideas on how to help the organization “build awareness”—none of which was focused and all of which put the marketing director and her half-time assistant on edge, fearful that they were about to have a lot of tasks dumped on them.
The board member glanced at the clock on the wall and thought about the important presentation she needed to prepare back at the office. She was not sure why she agreed to sit on this committee, other than the fact that she has 25-years in brand management and product marketing and thought she could help the organization out. She tried to push the meeting forward: “What are our next steps?”
Recognizing they were out of time the marketing director replied: “We should schedule our next meeting?”
As she was leaving the building, the board member ran into the organization’s new executive director. “How was the marketing committee meeting?” he asked.
“I’m not sure I’m the right person for this job” she replied candidly.
“Did something happen?”
“No, nothing happened.” She paused. “I have so much on my plate right now at work; I am going to be out of the country quite a bit over the next twelve months so it going to be hard for me to be active.”
“We can really use your expertise. You have so much to offer.”
“Really? It didn’t seem that way to me” she thought to herself “and by the way, I want the last hour of my life back.”
She could see the concern and disappointment on his face. She smiled at him and said: “I will help you find a replacement.”
Posted in Great Nonprofit Examples
Tagged brand identity, causes, collaboration, NGO, nonprofit, Nonprofit Branding, Nonprofits, Red Cross
I spent a lot of my time growing up on a set or a studio watching my Dad direct television commercials for McDonald’s, Polaroid, Ford, etc. His specialty was making 60-second movies; the kind that made you think more about who you are than the product that was trying to get your attention.
I found this video on Osocio and it reminded me of the kind of work my Dad did, but it also made think about how an evocative story can immediately transport us into the heart of a cause. I believe we need more of this in the nonprofit world, conveying how our work is deeply meaningful.
The organization is France Alzheimer. The Agency is Saatchi & Saatchi France.
Carlo can be reached at carlo@creationincommon.com.
