Building a Trusted Brand: Keynote to an International Nonprofit

Synergy Marketing Strategy & Research, Inc. CEO Rachel Daniel delivered a keynote address at the OIC International Conference of Affiliates on Feb. 24, 2009. Daniel addressed board chairs and program directors from sub-Saharan African countries, along with OIC International board and staff, international diplomats, and U.S. dignitaries. Executives from U.S. business, civic, educational, and governmental organizations were also on hand.

The speech was designed to outline an innovative strategy for success in building a strong OIC International brand in challenging economic times. Daniel made brand trust a focal point for OIC International growth over the next 40 years, building on the organization’s success in providing individuals in underserved countries with the education, skills and confidence they need to help themselves, their households, and their communities.

“What is most important for our organization,” says Dr. Christiana Thorpe, the Chief Electoral Commissioner of Sierra Leone, “Is that we make the commitment to our brand. We are excited to go back to our country and implement change.”

During the speech, attendees were challenged to design and implement a brand strategy starting from the inside of the organization and emanating to each stakeholder group. A number of cost-effective tactics the organization can use to immediately build on existing brand strengths were outlined, including:

* Build and Maintain Media Relationships. Strong relationships with print, radio, television, and digital media outlets can increase the potential for positive coverage for excellence in product and service delivery. These relationships also ensure the organization is treated fairly when it makes a mistake. Which it surely will.

* Strategic Corporate Partnerships. Global organizations with an interest and passion in OIC International’s charitable mission can make great strategic partners. Nonprofits should contact these global firms and ask how their organization can help meet corporate social responsibility goals.

* Social Networking. The digital universe can be leveraged for tremendous brand reach. This yet underutilized tool is becoming more prevalent among nonprofit organizations, particularly global organizations. These are excellent, and inexpensive, tools to strengthen stakeholder relationships.

* Maintain Corporate Blog with Frequent/Relevant Posts. Blogging has become a hot strategy many nonprofits and corporations employ to stay connected to stakeholders. Firms and nonprofits use this tool to communicate their good works, solicit ideas, and maintain a consistent feedback loop.

* Increase Newsletter Distribution Globally. Daniel recommended OIC International (and other organizations) set the strategic goal to reach a larger percent of their target audience either on a monthly or quarterly basis. Newsletters are an inexpensive tool to reinforce the brand message to stakeholders who have granted you “permission” to market to them.

* Pursue Strategic Alliances. Organizations that build relationships with competitors to deliver on specific projects, or tackle a socially relevant objective within your community have become more prevalent. Many of these collaborations have become more successful than either of the individual firms, and that synergy has presented a great way to leverage resources, and marshal goodwill.

* Consistently Solicit Stakeholder Feedback. Marketing research should be the foundation of every brand effort. There is no better way to meet stakeholder needs than to first understand them. Who are your most valuable stakeholders and customers? What are the tipping points for unhappy employees? These questions can be answered with effective and strategic marketing research initiatives, which should inform all strategic brand initiatives.

* Gather Competitive Intelligence. Use It Wisely. A current competitive intelligence strategy is key to an organization’s success. Understanding what others in your market space are doing, how many people they serve, what large contracts are they implementing, what are they doing well, and where could they improve can make the difference between success and failure.

Perhaps your organization has strengths to fill some of the competitor’s gaps. If so, competitive information can make the difference between brand sustainability and short-term success. Understanding competitor’s activities will help to strengthen the ever-important brand-marketing-sales matrix.

There is no single tactic that alone can lead to stakeholder loyalty, increased awareness, and improved funding for programs. The complexity of our economic times, the number of competing programs which exist to provide global assistance to the impoverished present very real challenges. And there are limited resources available to nonprofit organizations to address marketing concerns.

The tremendous opportunity lies in using a smart mix of public relations, digital media, and traditional media to leverage the excellence in services, integrity of the organization, goodwill OIC International has earned, the value it creates, and its commitment to listen and act.

The OIC International Conference continues through February 26, 2009 in Philadelphia and Washington D.C. In Philadelphia affiliates will be greeted by dignitaries of the City and visit historical and cultural sites; in Washington D.C. conference participants will meet with members of the African diplomatic corps, Obama administration officials, and attend a special diplomatic reception.

OIC International provides humanitarian services and training to the least-educated, most socially and economically underprivileged youth and adults in developing countries, encouraging the development of productive and self-reliant community members. Currently, forty-six affiliates across the globe provide training in vocational technical skills, agriculture, small enterprise development, rehabilitation and counseling, and food security.

For more information on OIC International, please visit their web site: http://www.oicinternational.org.

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