You may think that to achieve the longevity and name familiarity of a United Way, March of Dimes, Salvation Army or any other nonprofit that has weathered decades, even a hundred years of history, means they have it easy. In fact, legacy organizations face a relentless brand-messaging demon of relevance.
The temptation is to focus heavily on the past in telling their story – how far the organization has evolved since its early beginnings and a history of its achievements.
While past accomplishments certainly have value, it’s not what generates financial support. Target audiences, especially donors, are motivated by the impact an organization is having now and, perhaps even more importantly, its potential for shaping a promising future.
This is particularly true for younger donors who, studies have found, are driven by strategy and impact.They want to make a difference and do their research before deciding who to support. Organizations that may have benefited from a tradition of support from the parents of these “next gen donors” need messaging that clearly articulates their relevance today.
Let’s take an example from the corporate sector. Why do you think it’s important that American institutions like the Ford Motor Company continually introduce new car designs? Yes, there are advancements in technology, but ensuring their relevance is a significant motivation.
I’m not suggesting your nonprofit create new models of services each year, however, telling more of the same story just won’t cut it. Strategy #1 for brand messaging of a legacy organization is to clearly connect what you do with contemporary issues. On even a broader scale, what are you genuinely contributing to the national conversation in which you belong?
For instance, perhaps in no other time in history has as much focus been placed on the value of community colleges. The workforce solutions they offer today’s marketplace have assumed a central role in the national conversation and the education alternatives they represent have reached a new level of respect from both students and employers. How many of the nation’s nearly 12-hundred community colleges are capitalizing on this unique opportunity in telling their story to attract students and inspire funding support that ensures their sustainability?
Returning to our example of the automobile industry, the Ford Motor Company is 118 years old. Surely there is a strategy for factoring that longevity into messaging without lessening brand relevance. Absolutely. Strategy #2 is featuring your organization’s history within the context of current events.
In Spring 2020, when the United States was intensely battling the pandemic, Ford rededicated its manufacturing plants to design and produce urgently needed medical equipment and supplies for health care workers, first responders and patients fighting the COVID-19 virus. The company used Heritage of Helping messages to recall past examples of dedication, including its support of the nation and ally countries during World War II. The result was a particularly meaningful reminder of its stature as a legacy company, with emotional relevance. In the next episode of Minute with Messaging™, we’ll share strategies for when the answer to relevance is a brand refresh.
I’m Kelli Newman and this has been a Minute with Messaging™. If you found this podcast helpful, I encourage you to subscribe on your favorite platform so you don’t miss an episode. And to learn how your organization can benefit from Newman & Newman’s marketing communication strategies, visit our website at NEWMANandNEWMANinc.com.
