Working in the nonprofit realm for much of my career, I have much experience in donor management, recruitment, and stewardship. However, the nonprofits for which I have spent much of my career were smaller and, honestly, very disorganized about donor management. Although this is a critical piece for any nonprofit, many do not fully engage with donor management and/or are unable to adequately organize their relationship with donors. Therein lies the power of DonorPro.
Without going into an academic description of DonorPro’s capabilities for nonprofit organizations, suffice it to say that it is a tool nonprofits should not be without.
I agree with Carrie Morgan’s statement, “It’s hard to stand out online. It’s no mean feat to rise above the noise, right? It takes dedicated focus and a solid understanding of what works in an industry that is shifting underfoot like quicksand….And if you’re already easily found online? It doesn’t help if you can’t reel in what you’ve hooked. You need to be able to convert. Part of that conversion process is having the right message at the right time at the right place – which is how we make you more visible. But THE OTHER PART is making sure that you have a unique brand that sticks. One that is vibrant enough to be remembered, with compelling messaging” (2015).
I think the benefit DonorPro needed was a modernized way to represent a brand they spent years cultivating. Though they had a strong foundation of organizational users, their plateau in attaining new clients was lacking because the brand was not resonating with a newer generation of graphics and engagement. I think that DonorPro needed to appeal to a new audience, accustomed to memorable branding, that could understand and identify with the product DonorPro offers.
In Erin Hogg’s post, she mentions the main purpose of DonorPro’s change in branding. The issue was not just stagnant or plateauing status in the marketplace, but the challenge was to stand out in its branding. Rather than focus on a rebrand in the sense of a new logo or new colors, the stand out needed its focus on how it would improve the message of their clients, “Instead, it was decided to transform the core message into one which was based on what the nonprofits would gain upon using DonorPro: more donors, more money per donor and more efficiency” (2015).
My work in the nonprofit realm has always been about working with less to produce more. Tools pivotal to success were luxuries we could not afford and our human capital was responsible for emulating these tools. Unfortunately, this mentality is ubiquitous in nonprofits, mostly because financial resources are limiting to their mission; however, DonorPro wanted to help change this mentality to provoke organizational self-investment in which DonorPro could help. Thus, DonorPro’s focus was on the following, stated by Hogg:
What this meant for DonorPro was they would now be promising a result, rather than just the technology.
The next component was discovering how this would be conveyed to prospects. Competitors in the space leveraged having better technology, but what DonorPro would leverage was that technology was only a small part of what a nonprofit needs to be successful.
DonorPro found through research that most of the buyers perceived technology as something low on the ladder of what they were interested in when looking to grow their nonprofit.
What they were interested in, rather, is how they can get more donors and higher donation amounts.
This led to an approach of identifying nonprofits’ purpose and developing the tagline “Power Your Purpose.”
“Power Your Purpose” is a tagline that inspires organizations to take charge and be proactive about their success. As with any successful campaign, an organization must be willing to invest in their success and learn new tools to aid in this. DonorPro’s social media is indicative of being a resource for not just its users, but for those working in nonprofit. The message that provides is they are proving to be a universal resource in helping organizations to power their purpose. By following them, you can benefit from their sharing, posts, and helpful tips; however, these posts are subtle reminders of the volume of work an organization needs to maintain to be successful. This is a segway that cements DonorPro’s product’s importance to an organization.
and at least one other short quotation from Morgan that you can find with some searching online that supports your argument. Just to be clear, this is not about comparing Morgan’s ideas with another thought leader, but rather, picking either Morgan or another thought leader from the week’s materials to help you shape your post with quotations around which to show facets of how your chosen week 8 brand conducts key parts of its branding.
Carrie Morgan wrote another post about brand ferocity. Sounds wicked, right? Morgan’s premise in being vibrant and being fierce in your brand is indicative of being proactive and utilizing resources and tools to help propel this forward momentum, “Life purpose aside (that’s a topic for one of my favorite mentors, Dr. Robyn McKay)… when it comes to a brand, STAND TALL WITH PURPOSE AND INTENT. Don’t be one of those tepid brands that doesn’t make a mark, or one of those agencies that hardly moves the needle for its clients” (Morgan 2013). Instead of maintaining a tepid stance, she advises to “Create brilliant, bold brands and campaigns that stand for something powerful, something valuable. One you are proud of that rocks the status quo in your industry, no matter what that industry is” (Morgan 2013).
DonorPro is on its way to becoming fierce in their branding and the first step was its rebranding on focus on empowering its users and prospects. Though DonorPro is already a well-recognized and utilized brand, I think they need to continue building toward a ubiquitous presence throughout the nonprofit world and, with new product offerings, social media engagement, and a shared purpose with their clients, they will succeed.
Hogg, Erin. (2015). Brand Strategy: SaaS Lifts Revenue 37% Through Revamped Value Proposition. Marketing Sherpa. Retrieved from http://www.marketingsherpa.com/article/case-study/revenue-lift-from-revamped-value-prop
Morgan, Carrie. (2015). Be Vibrant. Rock the Status Quo. Retrieved from http://rockthestatusquo.com/be-vibrant-branding/
Morgan, Carrie. (2013). Is Your Brand Fierce Enough. Business 2 Community. Retrieved from http://www.business2community.com/branding/brand-fierce-enough-0628794