Designing Your Donor Base

The Power of Effective Branding in the Non-Profit Sector

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A Message From Yvonne

I have worked with clients across industries, and the one thing that resonates beyond culture, capital, and creativity, is that "not all brands are created equal." In my career, having a keen eye for design is vital; however, having the inherent ability to interpret a client's vision and mission can be a much more challenging process. 


Creating a cohesive visual message that resonates with a client's ethos, values, and mission and transforming that visual message into something that attracts audiences to a brand is a bigger and much more important part of the branding process - especially for non-profit organizations. So why do some organizations get it right, and why do so many others struggle?


There are non-profit organizations whose brands are as impactful and recognizable as TESLA. You know them because their brands are clear and synonymous with creating an impact and driving change through their missions. 


The image of a simple, curled pink ribbon resonates powerfully, even emotionally. This is an example of effective branding for an organization that funds research to save countless lives worldwide. 


Many factors can affect a non-profit, and my goal is to demystify and highlight an area that can lead to greater success for non-profit organizations. Effective branding can grow donor interest while creating an imprint that resonates, creates actionable responses, and is remembered beyond a single fundraising campaign. 


It is essential to journey beyond the surface of your brand's visual aspects, explore ways to tell your story, distinguish your non-profit mission, and clarify your impact on your desired audiences and donors.

The Future of Branding for Non-Profits

"If you don’t give the market the story to talk about, they’ll define your brand’s story for you.”


- David Brier 

Recipient of the Presidential Ambassador for Global Entrepreneurship medallion




While a brand can be created through brainstorming sessions and the crafting of an idea through a brand identity, an organization does not, in fact, have a brand until the audience they are trying to reach truly understands and connects with it. 


Every social post, newsletter or communication is an opportunity to imprint a brand and ethos with an audience, and, with time, a strong brand becomes the “short, and beloved story” of what an organization stands for. 


Brand building is a process that takes care, management, and commitment, however, once a brand identity is cohesive and clear, a non-profit organization could build connection, trust, and engagement to encourage people and companies to invest in that mission long-term. 


Unlike companies that can reward consumers with a product or service, non-profits rely on less tangible “rewards” for their donors, volunteers, and board members, which makes the belief in an organization’s values, mission, and efforts so important.


More than ever, companies and individuals make decisions about which organizations to support based on personal values and how an organization enhances or affects their personal brands. 

Potential donors and supporters want to know if a non-profit is in sync with their value system, their views and how their message in the world is bolstered by their association with that non-profit.


The language associated with donations to non-profits has evolved as well. Major donors from larger corporations refer to their donations as “investments” rather than “charitable giving”. 


The world through social media is more connected than ever across borders and consuming media outside of the US is important because it produces more meaningful and inclusive results. 


I encourage non-profit organizations to consider their branding with a global lens that offers a sense of inclusivity to potential supporters and donors. 


In closing, it is imperative for donors and prospects to believe that their “investments” will have a positive and sustainable impact and that the association with that non-profit is favorably perceived by their clients, donors, peers, and greater networks.


As a brand, just standing out should no longer be the goal. The goal should be to share experiences, connect people, and maybe spark a bit of joy in the process.


-Yvonne McCormick

Chief Creative Officer, Be Brand Studio

Closing Thoughts

After the global pandemic and restrictions, people were ready for some serious connectivity, branding bravery, and authenticity in the companies they decide to do business with. More than ever, people are seeking profound meaning and experiences, and they want to understand a company’s direct impact in the world. They are savvier at detecting brands that give lip service to conscious corporate practices from those who integrate those practices into the fabric of who they are.


I recognize that no brand is immune to trends that come and go. As a designer with a passion for storytelling, I see less importance on topical branding trends that come and go, like flat logo design vs. 3-D logos, illustration vs. imagery, or websites that offer cool interactions and an increased focus on storytelling, meaningful interactions, and ethos-driven brand communication. Corporate responsibility initiatives used to be pushed to the back page of a company’s website, and now, these initiatives are front and center and a point of pride for businesses. 


Accessibility is another trend that businesses continue to adopt. The past few years, more than ever, have shown the need for organizations to think more inclusively, which naturally extends to how they communicate and how their brand appears in the world. Brand Ambassadors need to ask more profound questions beyond color and font sizes. 


Many organizations do not start with their why or understand their purpose, not in a compelling way. They skip this step because it takes time and energy and seemingly does not “produce” anything tangible. Be Brand offers workshops that help our clients understand the brand more deeply. Our team is committed to uncovering purpose, vision, tone, and voice to build a brand from the ground up. Be brand does this because we understand that this leads to more successful and impactful results for our clients. Organizations that skip this step often find themselves rebranding, which takes even more time and resources.


Investing the time and energy into the value that you, your business, or your non-profit organization would like to bring to the world is vital. This means focusing on the more profound questions about purpose, impact, and the future.


It is also important to remember that it is almost impossible to design something that does not in some way take inspiration from the outside world. In a world of social media, where sharing can happen instantly and globally, it becomes even more important to have unique and authentic branding.



The Beautiful Brand Award

The Be Brand Collective has committed to supporting non-profit organizations as part of their corporate responsibility initiative. The Beautiful Brand Award (BBA) is an annual program where Be Brand Studio + The Collective honors a charity/non-profit organization with a new brand identity or identity refresh completely free. 

Be Brand does this so that non-profits can increase their visibility, improve their audience reach and focus on the work that betters our communities and our world.


We take a Beautiful Brand recipient through the same process we would a paid client. They become part of our portfolio just like a client who has invested money in building their brand with us. And because we choose a different organization each year, it gives my team and I the ability to support multiple causes that we care deeply about and the non-profit more time to focus more on what they do best.”


  • Activation Workshops
  • Brand Strategy 
  • Brand Positioning
  • Archetype & Persona
  • Visual Identity Systems
  • Web & Digital 
  • Brand Toolkit
  • Go-To-Market Assets
  • Creative Direction


To qualify for the BBA an organization must be a non-profit organization with a 501c3 status (if U.S. based) or offer philanthropic services that impact the community or change the world for the better.