|Track Leader: Betsey Russell
How you position your organization can make the difference between achieving success and just barely hanging on. In this session, you’ll learn what a nonprofit brand is, the importance of developing your organization’s brand, and how to create a brand that’s right for you.
We will dive deep into each participant’s brand development, using your peers as coaches, test audiences and guides to develop an initial brand architecture. You’ll leave with the beginnings of a solid brand, a better understanding of how your organization fits into the competitive landscape, and how to use your brand to tell your story in a more compelling way. (Note: A current strategic plan for your organization is helpful, but not required.)
Track Capacity: 12
Who should attend?
Individuals responsible for raising awareness about and building an engaged audience for their nonprofit organization.
What can I expect to learn?
- Strengthen your ability to think critically about your organization and its messaging
- Increase your understanding of what a brand is and why it is vital to success
- Develop your ability to look at organizational messaging and communication through a more focused perspective
Physical tools and takeaways from this session: Creation of the beginnings of a solid brand platform from which to springboard subsequent marketing efforts.
What past participants are saying:
“This is one of the best trainings I’ve ever been involved in. I used to think of marketing as icky/manipulative, but this brand of social marketing and culture change helped me restructure how I think about messages and the importance of framing and how to connect that to my organization.”
“I not only gained valuable tools, but literally experienced a paradigm shift in the way I look at communications and the contribution I can make in my organization and community.”
|Betsey Russell is an expert in nonprofit branding and communications. She has worked with nonprofit clients with a wide range of needs for more than 20 years. She uses proven for-profit strategies and experience to help her clients unlock their marketing potential and elevate their level of professionalism in the communications arena.In 1996 Betsey created WordOne, the first business in the Southeast devoted exclusively to developing strategic marketing communications for nonprofits and charitable foundations. The firm’s award-winning work has delivered superior results for clients like the Georgia Foundation for Independent Colleges, the Home Depot Foundation, Nebraska Community Foundation, Center for Rural Strategies, Associated Colleges of the South, the Atlanta Women’s Foundation, the Southeastern Council of Foundations, the Georgia Center for Nonprofits and many others. In 2005, Betsey sold WordOne to Mansell Group, an Atlanta-based online marketing firm. After remaining with the firm for two years, she returned to a full-time freelance practice in 2007. She is now based in Asheville, North Carolina.Betsey is highly involved in community organizations and activities as a volunteer and is past chair of the board of the Asheville City Schools Foundation.