Purpose has well and truly made its presence felt in the corporate world.
In part one of this article series, we reflected on how we found ourselves at the convergence of purpose and profit. Now, we turn our attention to how the ‘purpose pioneers’ (not-for-profits) can continue to move forward despite increased competition from ‘purpose-based’ corporates.
Here are five opportunities not-for-profits can learn from and embrace to build a brand that will sustain their organisation for years to come.
1. Align with strategic clarity
As the landscape becomes increasingly sophisticated, there’s a need for not-for-profit organisations to embrace some of the organisational maturity that serves to sustain many corporates. The trick is growing up without growing apart and away from your grassroots origins. In other words, striking the right chord between the heart and the head.
As one not-for-profit manager explained, it’s about balancing the “growing risk of becoming too bureaucratic – a corporate entity removed from real-world impact” with “helping staff see we need to be more flexible, agile and accountable.”
By laying the foundation for a brand built with strategic clarity, organisations can not only protect their authenticity by purposefully channelling their passion, but also ensure employees are aligned and moving together towards a common focus.
2. Paint a bigger picture
The strongest brands are built with purpose, but we often see not-for-profit brands let their ‘why’ fade out of focus. It’s easy to get wrapped up in the nitty gritty – focusing on what you do or how you do it: “When you’re in a passion-based organisation you get so involved in the detail” in the words of one not-for-profit leader.
In these situations, it’s critical to find the strength to rise above and paint a bigger picture for all to see. One that brings purpose to life with the full colour of emotion that truly moves people to act.
3. Stand out
The social, economic and environmental fabric of our communities is underpinned by not-for-profits’ mission-critical work. Admirable as their world-class ambitions and endeavours may be, without a world-class brand that hits the same mark, they can blend into a silent sea of sameness. “We deliver specialist, critical services, but what we do and our branding doesn’t match up” is a sentiment we’ve heard frequently in the not-for-profit sector.
Before standing out, the job is to look into an organisation’s roots. To unearth the authenticity needed to carve out a unique position in a crowded sector with a brand that can communicate a clear and compelling competitive advantage. When you do hit on what defines you, people can more clearly see what makes one not-for-profit different from the next in ways that are meaningful, motivating and memorable.
4. Think systematically
A change in landscape requires a change in thinking. As Einstein so rightly knew, expecting different results by doing the same thing is a futile pursuit. In opening up to outside perspectives, not-for-profit organisations can unwind “challenges around innovation and accountability” and embrace unconventional partnerships to solve deep-rooted problems that run beyond organisational and sector boundaries, collectively.
No longer is it enough to simply look left and right in a close-knit group of peers. Now the impetus is on organisations to draw inspiration from beyond their sector.
5. Deliver a consistent experience
Purpose might be turning up in more places than ever, but that doesn’t dilute its utility as a powerful tool for distinction. Rather than moving away from purpose, not-for-profit organisations need to run confidently towards theirs. Doubling down on their commitment and helping it show up consistently and tangibly at every touchpoint.
With a typically wider audience base with whom to connect – from beneficiaries to donors, and volunteers to government – not-for-profit organisations need brands with the flexibility to adapt to a variety of places, spaces and moments of interaction. While the signifiers may change depending on context – think everything from words to colours – the brand’s identity and experience must stem from a consistent vein of truth that guides how a brand behaves out in the real world.
A brighter future depends on us all
The future doesn’t rest solely on not-for-profit organisations in their ability to harness the power of brand.
As entrepreneur and humanitarian activist, Dan Pallotta, reflects, some of the barriers not-for-profits now face are symptomatic of broader societal perceptions around how they should function: “When looking at a charity, don’t ask about the rate of their overhead. Ask about the scale of their dreams – their Apple, Google, Amazon scale dreams…and what resources they need to make them come true, regardless of what the overhead is.”
Embracing this mindset is crucial if not-for-profits are to leverage their brands to grow their impact in the world.
As for the rest of us, we should continue doing everything in our power to support those propelled by purpose, not least because helping their dreams see the light of day is good for us all.
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