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To brand or not to brand?

To brand or not to brand?. A nonprofit’s question. Presented by Michael Walsh May 2004. Amherst H. Wilder Foundation. Founded in1906 100 human service programs Saint Paul focus 800 employees Serving 50,000 people each year. Wilder’s history. Established by Wilder family trusts

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To brand or not to brand?

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  1. To brand or not to brand? A nonprofit’s question Presented by Michael Walsh May 2004

  2. Amherst H. Wilder Foundation • Founded in1906 • 100 human service programs • Saint Paul focus • 800 employees • Serving 50,000 people each year

  3. Wilder’s history • Established by Wilder family trusts • Mission: “…to relieve, aid and assist the poor, sick and needy people of the city of Saint Paul … by all appropriate means … without regard to their nationality, place of residence, sex, color, or religious prejudices.”

  4. Wilder’s financial situation • Investment income down over the last few years • Reductions in state and county funding

  5. Current fundraising activities • Planned Giving Office • Periodic mailings to list of 8,800 people • Monthly tours of four Wilder programs • Annual fundraising breakfast

  6. The problem • Wilder has never had to aggressively promote itself • The general public knows little if anything about Wilder • Wilder needs to expand its base of potential donors

  7. Research question • Should the Wilder Foundation implement a Twin Cities-wide branding campaign as part of its fundraising efforts? • Branding defined as use of local mass media such as newspaper / magazine ads, radio spots, event sponsorship, television coverage, and more.

  8. Methodology • One-page survey - 14 questions • Cover letter explained reasons for study and what branding might consist of • Wide variety of participants • Mailed to 500 randomly selected people on Wilder’s mailing list on Jan. 1, 2004 • Responses mailed back by Jan. 31, 2004

  9. Examples of survey questions • Do you live in the east metro area? • Have you ever donated to Wilder? • How aware do you believe the general public is of Wilder? • Do you believe Wilder should implement a Twin Cities-wide branding campaign?

  10. Results • 67 surveys returned = 13.4 percent response rate • 43 percent of respondents are donors • 53 percent of respondents are east metro residents

  11. How long have you known of Wilder?

  12. How aware do you think the Twin Cities’ general population is of Wilder?

  13. Do you believe Wilder should try to increase public awareness through branding?

  14. If Wilder brands, should it use only east metro media?

  15. Would branding be a wise use of Wilder resources?

  16. Potential problems and limitations • Low response rate • Potential displeasure among current donors • Sample population too close to Wilder

  17. Conclusions • Research Question: Should the Wilder Foundation implement a Twin Cities-wide branding campaign as part of its fundraising efforts? • Answer to research question is a cautious “yes”

  18. Recommendations • Recommend in-depth interviews with a variety of people • What their impressions of Wilder are • Why they might or might not support Wilder • Why they support other nonprofits

  19. Questions?

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