Last week I left you hanging with a couple of lingering questions:
- How do you fix the issue of people not knowing you’re a Nonprofit Healthcare Organization?
- Why should you care at all?
The solution is fairly simple: Nonprofit Healthcare Organizations should easily identify themselves and tell the public. And the best way to do this is by using the word “nonprofit” in your messaging — and maybe even your name itself.
So what’s the benefit of telling everyone you are, in fact, a Nonprofit Healthcare Organization? Well, consumers have the opportunity to feel more emotionally invested in a Nonprofit Organization over a For-profit one. The word Nonprofit carries with it ideas of “goodwill,” “selflessness,” and “compassion.”
Some NPHOs are [I would say] obvious (like the American Heart Association or St. Jude Children’s Research Hospital), but some are not (like major regional hospitals or home health agencies). The obvious, big NHPOs are global fixtures with strong brands. People feel deeply about these businesses because they perceive them to be a certain way: kind, helpful, human. To the public, these are the companies with big hearts and big missions. And as a branding professional, I think this is the best thing they could hope for: An emotional relationship with the world, at-large.
So how can lesser-known, less obvious NPHOs bottle some of that magic? Part of it comes from owning your nonprofit messaging. Maybe it’s as simple as adding the words “A Nonprofit [Blank]” to the name itself. It could be a subhead under your name that’s integrated into your all-around brand identity. The bigger solution is to integrate the nonprofit word into your messaging. Write an introductory paragraph about your Nonprofit mission in the About Me section of your website. Update your marketing materials to focus on the same thing.
Those are good first steps in “rebranding” yourself to be more NPHO-centric, but if you’re the leader of an organization, you know that your best resource is your people. So facilitate some message training workshops with employees and supporters. Teach them how to have conversations about your business, framing what you do as Nonprofit work. Give them the words so that you’re consistent form the inside out. If you can make your people believers, it will be easier to convince outsiders.
Trust in the power of the NPO perception. It’s a great, ownable aspect of your business and it has the potential to make you more lovable. And isn’t that the essence of brand advocacy?
Click the button below to download our No One Knows You’re A Nonprofit Healthcare Organization eBook, and find out everything you need to know about solving the big problem.