NGOs need to invigorate their brands to stay relevant
This would also encourage sponsorship from companies and the community
NGOs need to start looking at themselves as brands and build a great image of themselves in the eyes of the community.
Speaking at their annual general meeting, marketing specialist Nandi Dabula offered this advice to Families South Africa (Famsa) members on September 8.
Dabula spoke about the importance of branding for NGOs in a presentation called “A brand new era for NGOs”.
“If NPOs don’t work on their image and invigorate their brands, they will remain stagnant and eventually die,” Dabula warned, emphasising the importance of constantly innovating themselves.
This would also help encourage sponsorships from companies and the community, because, according to Dabula, studies show that a person’s decision to donate to an NGO is highly motivated by the perspective they have about the company.
“People donate to NGOs that have a good image, for example the TAC (Treatment Action Campaign), the Gift of the Givers and the Right To Know. These are active brands that are out on the streets, going into communities and talking to people.”
Being visible to the public eye and making themselves known in the community are winning factors for NGOs and their brands, because this creates a certain image of the NGO; which is ultimately what branding is about – perception.
“That is why strong brands work hard at making sure that the experience customers have with them is positive at each and every touch point and interaction.”
Dabula explained that is why each and every employee of a company needs to understand the organisation’s mission and value system as well as the type of behaviour they need to portray when dealing with clients and when out on the streets.
It’s also vital to have people who are passionate working for the company, and in the case of Famsa, employees who are passionate about helping build strong families in society is crucial.
Famsa thanked Dabula for the informative talk and said they would definitely be using the advice received to improve themselves as an organisation.
Dabula has over 15 years experience in strategic marketing and internal communication and has occupied a number of senior marketing positions in various organisations such as Absa, Investec, Ster-Kinekor and Santam.
