Volunteers and Brand Consistency

February 17, 2009 at 4:06 pm 2 comments

The board and other supporters are the voice of your nonprofit brand in the community. Properly trained, these volunteers are your marketing secret weapon. But they need tools to become effective and prepared.
Here are four steps you can take to ensure your volunteers are a positive force for your brand.
1. Teach the Message.Board members, donors and programmatic or “field” volunteers should each have an “elevator pitch” for your organization, so named because it should only take about as long as a trip in an elevator. The pitch includes your mission and vision for the world, who you reach, why you care, and what change you are making in your community.
2.Connect the Message. It is also essential that the pitch include the volunteer’s own personal connection to the cause.They should include a personal story or anecdote of why they care so passionately about your organization and cause.
3. Practice the Message.Even experienced staff, volunteers and board members can get off message. That’s because they are so involved in the day-to-day work of the organization. Provide regular opportunities for everyone to practice their brand message and hone it in a friendly atmosphere. I’ve done trainings where board members practice giving the pitch to one another, and you’d be surprised how even the most experienced among them have a hard time getting the pitch down to something under 90 seconds. One pitfall that leads to too lengthy a description, is board members often try to describe “how” rather than “who.”
4. Live the Message. Once they’ve practiced their pitch, volunteers and board members should be encouraged to introduce the nonprofit to people they know, through family, work and play.These individuals may become future donors, volunteers or board leaders.
With these four steps, you are on your way to ensuring your volunteers extend your brand effectively into the communities you serve.

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Entry filed under: volunteers. Tags: , , .

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2 Comments Add your own

  • 1. Susan  |  February 17, 2009 at 4:54 pm

    Amy, I like this. Great job! I’ll look forward to learning more about branding from you.

    Reply
    • 2. amy's brand buzz  |  February 17, 2009 at 5:02 pm

      Thanks for the speedy comment Susan! I welcome suggestions on issues affecting you and your clients.

      Reply

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Amy DeLouise Producer/Director/Author

Amy DeLouise Producer/Director/Author

Video and multi-media producer, brand wrangler and marketing collaborator, waking up audiences nationwide as a workshop leader/speaker, love creating mission-driven, advocacy communications. Violinist and a cappella singer.

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