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

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

Wilder’s history Established by Wilder family trusts 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.” 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.”

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

Current fundraising activities Planned Giving OfficePlanned Giving Office Periodic mailings to list of 8,800 peoplePeriodic mailings to list of 8,800 people Monthly tours of four Wilder programsMonthly tours of four Wilder programs Annual fundraising breakfastAnnual fundraising breakfast

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

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

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

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

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

How long have you known of Wilder?

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

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

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

Would branding be a wise use of Wilder resources?

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

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

Recommendations Recommend in-depth interviews with a variety of people 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

Questions?