Why Nonprofits Can't Go It Alone
DIY branding is a big fat mistake
Last week, the founder of a regional rowing club here in Connecticut called to talk about my nonprofit branding workshops.
She had me at hello.
Having lived in Cambridge for many years, I joined the cheering throngs along the banks of the Charles River every year for the annual Head of the Charles Regatta. I even fantasized about joining a women’s rowing team, which, of course, never happened.
Her goal was to move beyond “here’s who we are” to “here’s why getting involved with us will change your life.”
They wanted to expand their membership, showcase the sport of rowing, and build a strong sense of community. They wanted to position the club as a place for anyone—whether they’ve rowed before or not, and most importantly, for making the club and its sport a key part of Connecticut’s vibrant tourism industry.
(Stick around until the end for a once-in-a-blue-moon opportunity to book your 2025 nonprofit branding workshop!)
We talked about how a solid brand could unlock growth, fuel fundraising, build lasting connections with their community, and communicate a compelling reason for people to get involved—not just because rowing is great exercise, but because being part of this club is about something bigger.
A New Value Proposition
Here’s how I might frame their value proposition, moving away from passive messaging to a compelling, proactive brand strategy.
"We offer pathways to personal growth, meaningful connections, and play a key role in Connecticut’s thriving travel and hospitality scene."
"We foster self-discovery, build lasting relationships, and stand at the heart of Connecticut’s vibrant visitor economy.
"We create spaces for personal transformation, community bonds, and a vital connection to Connecticut’s travel and leisure market."
"We inspire self-growth, nurture connections, and anchor ourselves as a must-visit in Connecticut’s booming hospitality and tourism landscape."
"We promote self-exploration, strong human connections, and a dynamic presence in Connecticut’s travel and tourism scene."
Why are value propositions like these so crucial?
Clarify Purpose: A strong value proposition immediately tells people what the organization stands for and why it matters. For a rowing club, it explains not just the activity (rowing) but the deeper benefits—like self-discovery and community-building—that set the club apart.
Attract Engagement: It communicates why someone should care, compelling potential members, sponsors, and supporters to get involved. By linking the club to personal growth and the local tourism scene, it appeals to broader audiences beyond just fitness enthusiasts.
Build Emotional Connection: Value propositions tap into emotional and aspirational desires—whether it's self-improvement, human connection, or being part of something bigger. This strengthens loyalty and long-term support.
Differentiate from Competitors: It highlights what makes the club unique, positioning it as more than just a place to row but as a central part of Connecticut’s cultural and tourism fabric. This sets the organization apart from others in the market.
Drive Strategic Goals: A clear, well-articulated value proposition helps guide branding, marketing, and outreach strategies. It ensures that the club’s messaging stays consistent and aligned with its broader vision, from gaining members to securing sponsorships.
I’m not shy about saying my Brand Development Workshops are exceptional and here’s why:
I specialize in working with nonprofits, bringing years of experience to help your team understand how branding is not just marketing but a strategic tool.
My workshops are designed to be immersive and interactive, ensuring that your team walks away with practical, real-world branding strategies they can apply immediately.
We’ll dive deep into what makes your organization unique, helping you define and refine your message so it resonates with your audience and fuels engagement
I help your team connect the dots between branding and your organization's overall goals, creating a brand that speaks directly to your mission and vision.
This isn’t a cookie-cutter approach—everything we cover is tailored to your specific challenges, so your team can take ownership of the brand and implement it with confidence.
My Once-In-A-Blue-Moon Offer
If you’re thinking about a Brand Development Workshop for your crew in 2025, I’m offering you a 20% discount if you book it it by December 1st. It can be held anytime in the first six months of 2025, but to get the discount, you’ll need to schedule it now.
So, if you’re ready to stop winging it and start building a brand workshop with real ROI, let’s talk. You can schedule a chat here and it won’t cost you anything.
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We’re not just another branding consultancy. We’re your creative partners in weaving your brand narrative through a lens of authenticity and connection. Our fresh, inside-out approach ensures that your brand is more than just talk; it’s a deeply understood story of what you stand for.
