Martin Long, NFP Analysts, explains the importance of a strong brand engaging members to increase their level of involvement and to develop loyalty.
What creates a strong brand?
If we asked a random group of consumers their unprompted recall of not-for-profit organisations most would nominate the usual big charities such as the ‘Salvos’, Red Cross and the Heart Foundation. Others might recall a professional or industry association connected with their work and others a charity that relates to a personal interest. Does your brand have personality...
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