by Katie Appold | Jun 11, 2020 | Branding, DoMoreGood, Faith-based, faith-based branding, Nonprofit branding, Nonprofit marketing, Uncategorized
I know him well. He goes to my church and he’s a good guy. We have so many legal questions…Does anyone know an attorney? Who do we know that would be willing to help with fundraising? All statements I’ve heard in the boardroom when it comes to recruiting new members.... by Bill McKendry | Feb 18, 2020 | Bill McKendry, Branding, Marketing, Nonprofit, Nonprofit branding, Nonprofit marketing
Stop the LDG. Start to STP. Lunch, dinner, and golf (LDG) … just add sponsorship (of a child, runner, walker, biker, etc.) to the list, and I’ve probably covered the “strategic” underpinnings of most nonprofit marketing plans. The problem is that these... 
by Katie Appold | Oct 23, 2019 | Advertising, Branding, DoMoreGood, Marketing, Nonprofit, Nonprofit branding, Nonprofit marketing, Uncategorized
The Enemy of DO MORE GOOD Most consumer marketers know that having, and calling out, an enemy is part of a solid communications plan. A 2015 Ad Age article (called “Hey Brands: Every Great Story Needs an Enemy”) highlighted Steve Jobs’ disdain for IBM as an invaluable... by Bill McKendry | Sep 27, 2019 | Bill McKendry, Branding, faith-based branding, Marketing, Nonprofit branding
Imagine for a moment that you are at a critical point in your life.
You’re jobless and your savings account is dwindling fast. To make matters worse, your immediate and extended family members are all living with you and counting on you for support. And because of circumstances beyond their control, no one in your family is able to work except for you.
by Katie Appold | Sep 12, 2019 | Branding, DoMoreGood, Faith-based, faith-based branding, Inspiration, Marketing, Nonprofit, Nonprofit branding, Nonprofit marketing
One of the direct takeaways from the 2019 Giving USA Report was provided by Nonprofit Quarterly following an interview with Dr. Patrick Rooney from the Lilly Family School of Philanthropy. Most nonprofits will have to work harder in 2019. Giving in 2019 thus far is... by Bill McKendry | Aug 13, 2019 | Bill McKendry, Branding, Marketing, Nonprofit, Nonprofit branding, Nonprofit marketing
“Ready, Aim, Fire.” vs. “Ready, Fire, Aim.” When an organization deploys tactics before putting energy into segmentation and targeting strategies, impatience is really driving its development approach. And that impatience can lead not only to... by Bill McKendry | Jul 22, 2019 | Branding, Marketing, Nonprofit, Nonprofit branding, Nonprofit marketing
Return on Investment — and Impact I’ve long advocated that nonprofits take a page from the playbook of successful brands: View dollars spent on marketing as an investment, not an expense. It’s a simple principle — smart and sustained investments in... by Bill McKendry | May 28, 2019 | Bill McKendry, Branding, Marketing, Nonprofit, Nonprofit branding, Nonprofit marketing
Fundraising adds. Marketing multiplies. Many nonprofits substitute the word fundraising when they speak of their marketing efforts. Many more nonprofits use fundraisers exclusively in their marketing efforts, and that mentality is, oddly enough, limiting their ability... by Bill McKendry | May 14, 2019 | Branding, faith-based branding, Marketing, Nonprofit, Nonprofit branding, Nonprofit marketing
The question your messaging begins with will likely determine the results. Years ago, author Simon Sinek released a leadership book titled Start With Why. His hope was to help people encourage others to do things that inspire them — and maybe even change the... by Bill McKendry | May 4, 2019 | Branding, Nonprofit, Nonprofit branding, Nonprofit marketing
Howard Schulz, founder of Starbucks, was once asked how he built one of the world’s largest brands with virtually no advertising. After all, brands usually become brand names by promoting themselves through massive and expensive media campaigns. Schultz’s... by Bill McKendry | Apr 22, 2019 | Bill McKendry, Branding, faith-based branding, Nonprofit, Nonprofit branding, Nonprofit marketing
A good brand personality helps to do more good. I’ve said it before: brand personality is one of seven key elements of a brand. And while I’ve described an organization’s brand promise as the linchpin that holds all these separate key elements... by Bill McKendry | Apr 14, 2019 | Advertising, Branding
Can peanut butter have a purpose? The delicious sticky goodness may be enough for many, but it takes more than a tasty product to make a brand stand out. “Truly sustainable business models are linked to fundamental human values — an ideal of improving people’s... by Bill McKendry | Apr 8, 2019 | Bill McKendry, Branding, faith-based branding, Marketing, Nonprofit branding
Five words I hate the most. “We’re the best-kept secret.” These five words have been spoken in almost every first meeting I’ve ever had with a nonprofit client. When I give workshops and seminars on the subject of nonprofit branding, someone in the... 