Building a Purpose-Driven Brand for Nonprofits and Associations

Topic: Building a Purpose-Driven Brand for Nonprofits and Associations

This program is designed to guide leaders of nonprofits and associations through the process of building a powerful, purpose-driven brand. Drawing on the 3-I Framework of Influence, Income, and Impact, this session provides a holistic approach to brand development that aligns with the unique needs and goals of mission-driven organizations.

Development Areas:

• Identify and articulate your core purpose, ensuring it resonates with the mission and societal needs
• Integrate your purpose into every aspect of brand identity, from visual elements to messaging
• Engage the audience effectively (Influence) through storytelling, community building, and strategic use of communication channels
• Understand the connection between a strong brand and sustainable revenue generation (Income), exploring how a purpose-driven brand can support fundraising and programs
• Measure and communicate your Impact using metrics and success stories to demonstrate the effectiveness of purpose-driven initiatives

Outcomes

• Understand the Power of Purpose: Gain a deep understanding of why a clear and authentic purpose is essential for an organization's success and brand strength
• Create a Purpose-Aligned Brand Identity: Discover strategies to ensure that all branding elements and communications consistently reflect their core purpose
• Build a Purpose-Aligned Community: Understand how to identify, engage, and nurture a community that shares and supports organizational purpose Measure
• Brand Alignment and Impact: Learn techniques to assess how well activities and communications align with stated purpose and measure the resulting impact

Speaker: 

Elona Washington combines her 25 years of award-winning marketing expertise and passion for empowering voices to help professionals build their brand and write their success stories — literally and figuratively. She is a three-time bestselling author and has designed award-winning marketing campaigns for New York Times and USA TODAY bestselling authors. In her corporate marketing career, she developed a webinar strategy that resulted in $1 million in sales, and routinely exceeded company and industry benchmarks. A proud alumna of Howard University, Elona holds a Master of Science in Marketing Management from the University of Maryland University College and an undergraduate degree from Howard University. She is a member of Delta Sigma Theta Sorority, Inc. and resides in Nashville, TN