You’re driving to a place you’ve not been to before. You don’t have a printed map nor a Global Positioning System (GPS) to navigate you. What’s the likelihood you’ll arrive on time? Slim! Worst, you might not even reach the place. Well, a nonprofit operating without a solid strategic plan is like driving to an unfamiliar place without a map.
Nonprofit Organizations rely on solid marketing to compete for funding and other resources. In a time of economic hardship, it is even more critical that the message is clear, powerful, and consistent. A brand management strategy should communicate effectively the message, create a brand recognition, and achieve a unique competitive advantage.