Technology has enabled small nonprofits to be seen in places they weren’t before, but it has also created a more crowded playing field that forces them to cut through more noise just to be heard. A local arts organization isn’t just competing with other local arts organizations. It’s also competing with other nonprofits that are vying for the attention of the same donors, volunteers and supporters. A strong brand can help even a small organization cut through the clutter, with an authentic reputation that helps them be seen and heard.
An authentic brand hinges on two factors: (1) expressing the organization’s values, including character and personality, and (2) being clear about the organization’s unique position – so people will get to know, trust and be loyal to your small nonprofit.
We’ll hear from Stuart Pompel, Executive Director of Pacific Crest, a youth arts education organization that runs a drum and bugle corps performing ensemble in Los Angeles county.
Stuart will address how a small group like Pacific Crest – with no full-time employee – has been able to define its authentic brand and use it successfully to:
- Build a fiercely loyal audience of supporters,
- Be represented across several channels, and
- Engage diverse audiences such as youth, parents, alumni and event customers.