CLIENT: Governance Matters
Governance Matters, an organization dedicated to improving nonprofit board governance, had just ushered in their new name. Yet, they needed to establish an overall brand presence. Red Rooster Group did this by clarifying their message and developing compelling marketing materials to attract new members and educate current members about programs.
Brochure Explains Benefits of Membership
Playing on the name of the organization, we created a brochure around the theme of Governance Matters to Us and collected testimonials from members on how they have benefited from membership. We were careful to gather testimonials representing a cross section of members including nonprofit staff, board, consultants and others.
Postcards Promote Programs
To promote specific initiatives, we created a series of postcards with a unified look. These were distributed at the monthly roundtable events to give more exposure to the other tools offered by Governance Matters.
Email Newsletters Get the WordOut
A format of colored headers helps distinguish the purpose of each of the email newsletters.
Website Improvements Aid in Navigation
We improved the homepage of the website for better overall usability by creating sections to highlight events and  new initiatives. We also made the Sign Up for E-Newsletter feature more prominent to encourage more people to sign up.
Annual Meeting Showcases Organization’s Professionalism
As the main face-to-face venue showcasing the organization’s good work, Governance Matters’ was the opportunity to present itself professionally. We created a unified brand experience with welcome signs, agendas at every table and screen graphic that  reinforces Governance Matters’ brand during the presentation.
New Website Section Solves Board Leadership Dilemmas
We developed an interactive section of the website that allows nonprofit board members and staff to address six issues faced by boards. A straightforward navigation system allows users to drill down through a series of steps from recognizing their problem, to identifying symptoms of the problem, to possible solutions for board and staff, as well as case studies and related articles.
Result
In less than three years, the organization has established such as strong brand equity that when it was taken over by a 40-year old organization, it was deemed to have the stronger brand recognition and the brand was maintained instead of absorbed into the parent organization.
“Howard has gone above and beyond the call of duty and has helped elevate Governance Matters to a new level of professionalism with our marketing. As our brand steward, he ensures that we look professional in everything we do. He is highly-responsive to our needs — he is pro-active in identifying what needs to be done, and then gets its done. We are thrilled with the results and have been receiving a very enthusiastic response from our members. Howard’s work has had a significant impact in helping to establish our brand in the sector.â€
— Michael Davidson, President, Governance Matters
Links
- See more examples of nonprofit branding
- Contact Red Rooster Group to learn about branding and design for your organization
Red Rooster Group is a New York based graphic design firm that creates effective brands, websites, and marketing campaigns to increase your visibility, fundraising, and communications effectiveness. Contact us at info@redroostergroup.com.