When people download our nonprofit website guide, I email them and ask them a simple question:
What is your "website wish"?
With this question, I'm looking to understand why people want to improve their websites.
One of the primary reasons I hear? To increase our visibility.
Increasing your org's visibility is important! Your marketing and communications team knows this as branding. Branding gets a bad rap. It feels very buzzword-y, fluffy, and it's hard to measure.
But branding your nonprofit is important. A strong brand not only builds visibility with the general public, but builds trust with your most ardent supporters (think about the fierce loyalty of Apple customers or Prius drivers).
Part of a strong brand is being recognizable. Companies and nonprofits alike work hard to convey a certain message and feeling when the general public sees their material, be it a logo or even a jingle.