Charity Brand Personality: Why it Matters
Does your charity have a brand personality? Having a charity brand personality matters because it shapes the way people think about, and interact, with your charity organisation.
It influences everything from donor trust and loyalty to the effectiveness of your organisation's communications and overall impact. Let's show you why a charity brand personality makes a difference.
Much like a person's personality can draw people in or push them away, the same is true for your charity's persona.
If you're trying to attract donors, volunteers, government grants or alternative funding, your charity's personality could be the difference between attracting or repelling people.
Studies highlight the importance of charity brand personality
Several studies show that charity brand personality can trigger giving behaviour, resulting in bigger donations and greater access to funding.
People respond to charity organisations that know who they are, what they stand for, and where they want to go, making themselves different but relevant to influence charitable giving.
If you're a smaller charity organisation, the gaps you have in funding, donations, and volunteer numbers can be bridged by developing a BIG brand personality.
What's most noticeable about bigger charity organisations is that they exhibit very distinct personalities. And it's not out of reach for smaller charities to showcase a personality that gets attention from people that care about their cause.
What makes the ideal charity brand personality?
According to research carried out by nfpResearch, the ideal charity brand personality features four key attributes:
#1 - Trustworthiness
#2 - Honesty
#3 - Caring
#4 - Compassion
These are traits that donors and volunteers not only expect charities to have but they demand them too.
Equally, a strong charity brand personality leads to:
Emotional Connection: A strong and relatable brand personality can create an emotional bond with donors, volunteers, and beneficiaries. When people feel emotionally connected to your charity, they are more likely to support it consistently.
Trust and Credibility: Trust is a cornerstone of charitable giving. A well-defined and authentic brand personality can help establish trust and credibility. Donors need to believe that your charity will use their contributions effectively, and a consistent, trustworthy brand personality reassures them.
Differentiation: In a crowded nonprofit sector, where many organisations may be working toward similar goals, a unique brand personality helps your charity stand out. It differentiates your charity from others, making it easier for potential supporters to identify and connect with you.
Donor Loyalty: When donors feel aligned with the values and personality of your charity, they are more likely to continue their support over time, leading to more sustainable funding streams.
Consistency in Messaging: A clear brand personality ensures that all communications and marketing efforts are consistent. This consistency across different channels and campaigns reinforces your charity's identity and helps build a recognisable and trusted brand.
Attracting Volunteers and Staff: As with donors, a strong charity brand personality can attract like-minded volunteers and staff who resonate with your charity's mission and values. This alignment can lead to higher levels of engagement and commitment among those who work for or with your organisation.
Enhanced Impact: A unique charity brand personality can enhance the impact of your charity’s cause. By effectively communicating your charity's values, mission, and approach, it can generate more support, increase awareness, and drive greater change.
The bigger the personality, the bigger the difference you make
It takes a big personality to bear the burden of society's greatest needs, and to get the support you need to help you with your mission.
This is why a brand personality is a hugely useful asset to your organisation. The most successful charities know the value of their personality and putting it on display in the public domain.
It's time to show your true personality to the world because the people you support are counting on you - it's for them that you need more donations, volunteers, and funding providers. Don't hide your personality, put it out there.
Put your personality out there with Sodium & Co.
We're not your typical branding agency, we're a charity sector specific agency that gives you virtual support at your fingertips.
We understand the Third Sector space more than most branding agencies, which is why we're the ideal collaborators to give you the long-term brand management support you need.
Everything you need from a branding company for your charity can be found under our roof. We are a collective of hybrid branding and marketing specialists that build brands with staying power.
We are the creative force to champion your cause.
Let's talk brand consultancy. Book your FREE, 30-minute call with Navi Aulkh, for a detailed discussion about your organisation, branding requirements, our prices and packaging - and how to get the most out of working together.