In our work with nonprofit research institutions, we’ve found that many of them are often hesitant about marketing. Many of them believe their missions — and their accomplishments — should sell themselves.
In the past, this just-the-facts communications approach may have been sufficient for research nonprofits, since they could depend on generous government funding. However, the funding landscape has changed. Stagnant federal funding has forced an increasing reliance on philanthropy, which has introduced research institutions to a new audience with new motivations: results-oriented, high net worth individuals.
In a crowded field of institutions vying for donations from business-minded individuals, just-the-facts communication likely won’t cut it. Instead, I believe that institutions need to provide the kind of experience that potential donors have come to demand at the companies they lead. And I’ve noticed that to do so, the most successful fundraisers have taken on a series of purpose-driven branding transformations.
From Piecemeal To Purpose
If you look at best-in-class research brands, you’ll notice that most lead with a clear and singular purpose. These stand in contrast to some others, who have difficulty communicating succinctly what all their activities connect to and build toward. That’s understandable — scientific minds aren’t usually geared toward generalizations. However, in my experience, clear, higher-level messaging can resonate with potential philanthropists who come from business backgrounds. A good example is the Salk Institute. Although it has 10 research areas, it unites them with a single purpose listed on its homepage: “Where cures begin: We explore the very foundations of life for the benefit of all.”
One useful activity for articulating a nonprofit’s purpose is to think collectively about the role it plays in the world. Is the research about making discoveries? Creating cures? Caring for patients? Nailing down this answer can help lead to a refined and united purpose.
From Niche To Narrative
Personal relationships can be key to attracting sustained donations from high net worth individuals. Philanthropists often want to feel like partners, not ATMs, so building a rapport and maintaining open communication is crucial. However, creating compelling communications can be difficult for those who don’t come from a business development background. That’s where branding and marketing come in. They provide a platform that can be expanded into a tool kit to help employees speak about the common mission with ease, rather than getting bogged down with details or jargon. When equipped with writing guides, talking points and other turnkey communications tools, every employee can serve as a passionate brand advocate who makes philanthropists feel informed about the organization’s projects and excited to work with it.
From Collection To Cohesion
I’ve noticed that research institutions are often siloed into specialized laboratories. While this may be the most effective way to advance discovery, listing these labs for external, nonexpert audiences can be overwhelming. For example, one institution lists some 37 labs, centers, institutes and groups on its homepage, leaving the visitor drowning in information that dilutes the organization’s overall focus.
Without shaking up operations, institutions can reconsider their brand architecture and how it can better contribute to a cohesive message. For example, does every lab need its own sub-brand, or is this diluting the main organization’s equity? Would descriptive naming — at least in external communications — be clearer than acronyms? Answers will be different for every organization, but in many cases, rethinking brand architecture may streamline external communications, presenting a unified, mission-driven organization rather than a list of programs.
From Telling To Showing
Often, philanthropists are swayed by the on-the-ground experience at a research institution. Branding, marketing and design can help bring this experience to individuals while they’re still at their desks. Think of a website as a virtual tour. Use photography and video to show research in action and highlight the experience of visiting and working with the organization. For example, rather than simply listing the unique features of its campus, the Salk Institute presents digital exhibits on its history and architecture, using video and rich media to immerse the viewer in the Salk experience.
Brand storytelling is also an effective way to fulfill donors’ desires for results, which can be difficult to do in the research sector, where progress is slow and incremental. This can be a tough pill to swallow for results-obsessed donors; 54% of high net worth donors aren’t sure whether their investments are having the intended impact, which doesn’t bode well for continued support. Storytelling can help organizations show results that are hard to quantify. Whether it’s researcher blogs, TED Talks or practical guides for the community, this type of content can demonstrate impact.
The work research institutes do is vital, and their continued success relies on the generosity of a new generation of market-minded philanthropists. Reaching and convincing this audience will likely require researchers to enter an unfamiliar world: that of branding. However, by grounding their branding and marketing in a strong purpose, they can bridge the gap and tell a compelling donor story that cuts through the clutter and stays true to the organization’s values and mission.
