February 02, 2015

025: The Rebrand Effect – should your nonprofit rebrand?

Sarah Durham, the president of the nonprofit digital branding agency Big Duck, discusses the results of a rebranding survey of over 350 nonprofits. If your nonprofit is considering a rebrand of the logo, website, or communication materials it is important to understand the key ingredients that can make the difference for success.

Download the full report at Big Duck. Learn whether rebranding can help a nonprofit increase revenue from individuals and other supporters. Find out if it creates a boost to fundraising, recruitment, activism, or media attention.

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Transcription

Episode 25

Speaker 1: This is using the whole whale. A podcast that brings you stories of data and technology in the non-profit world. My name is George Weiner, your host, and the chief whaler of wholewhale.com. Thanks for joining us.

The top of the year is a common time when large projects such as rebranding are brought up inside of organizations. Welcome to episode 25, where we’re talking about some of the research and thinking behind whether or not you should rebrand. Sarah Duram, the president of Big Duck, a really great branding agency for non-profits, actually commissioned a research report last year that sought to address this exact question by talking with not-for-profits that had gone through major rebrands to decide whether they were better off, the same, or sometimes worse-off for the activity. Hopefully this will help us in our potential decision of whether we should stay or, should we go with internal branding.

Speaker 1: Alright so I’m here with Sarah, Sarah can you tell us who you are and what you do.

Speaker 2: Sure! I’m the president of a company called Big Duck, and big duck is a communications firm that works exclusively with non-profit organizations to help them communicate more effectively.

Speaker 1: Thanks, and thanks for being with us today. I’m really excited because you did something very interesting that I haven’t seen in the past. You created a data backed exploration of what it means when you rebrand and you called it the rebrand effect. Can you tell us a little bit about this work?

Speaker 2: Yeah absolutely, well, you know big duck has been working with non-profits and helping them rebrand for over a dozen years. We have seen anecdotal evidence that when brands rebrand they receive all kinds of benefits, but there has never been any hard d

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