Jay Dean
- Senior marketing executive with experience in nonprofit, Internet, high technology, media, and consumer goods sectors.
- Responsible for brand strategy and comprehensive management of marketing strategy, activities and operations.
- Extensive operational experience managing mid-sized nonprofit and for-profit organizations.
- Strategic planner for blue-chip global advertisers. Board member and advisor to top environmental nonprofit organizations.
- Innovator in the fields of Internet personalization, high tech brand strategy, advertising account planning, brand equity research, and consumer psychographic research.
- Career highlights include globally recognized media campaigns and strategic planning for new product launches that rank as some of the most successful of all time.
- First American account planner in advertising industry.
- All 8 Best Practices
- Pre-Meeting Discovery Process
- One-on-One Call with Expert
- Meeting Summary Report
- Post-Meeting Engagement
Brand Strategy for Nonprofits
Key Trends
- Nonprofit organizations are investing more in marketing.
Whatever the size of your marketing budget, it will be greatly leveraged by having a sound brand strategy. Every dollar you spend needs to build the asset that is your organizational brand. If it does, that asset in turn will help every new dollar work harder for you.
- To keep pace, nonprofit organizations have to master the same new marketing techniques as for-profits.
At some point every marketing professional has said, "I wish they'd just stop inventing more stuff that we have to do!" It is a good news/bad news problem, of course. But it sure does make allocating a small marketing budget more difficult. Having a strong brand at the core of your organization will make every new investment work that much harder for you; and make what you do in a new area easier to figure out. Brand strategy can serve as a master blueprint.
- The competition for donors is increasing.
It has never been more critical to be able to explain why are you are different from other opportunities competing for a given donor's funds. And those other opportunities are getting more sophisticated and better at making "the ask" every day.
- In the fight for donors, nonprofits are expanding onto each other's turf; it’s getting hard to tell them apart.
Differentiation is key to success in business (whether you are a nonprofit or a for-profit enterprise). And that requires the organization skill to be able to tell your story effectively. And better than anyone else who might have designs on your space. If you are successful, the one certainty is that you are going to attract imitators.
- Major funders are aligning themselves with fewer, better strategically-aligned, better-managed nonprofit groups.
Funders want their money to have impact. That means focusing their areas of charitable giving, supporting fewer organizations and only ones that are extremely well-managed. Having a well-articulated brand strategy appeals to funders who understand that success in any competitive environment requires differentiation and focus -- the essence of great brand strategy.