Knowledge Leadership Weekly Insights

We’re seeing lots of action by nonprofits recently as they realize the importance of evolving their campaigns and positioning to keep their programs fresh and relevant. The American Heart Association (AHA) kicked-off its Start! Challenge this month to continue to build on the momentum of the award-winning Start! campaign a year after its initial launch. With a media tour featuring Donny Osmond, an online reality challenge, interactive tools for personal lifestyle change and connection to the new Start! American Heart Walk, the AHA aims to continue inspiring Americans to live healthier, more active lives.

The March of Dimes also announced this week that it is renaming its largest fundraising event, Walk America, to March for Babies in hopes of broadening public awareness about what the organization stands for.  Research showed that while people found the March of Dimes to be trustworthy and credible, fewer than half actually knew its mission. 

Finally, the United Negro College Fund has announced a rebranding campaign in which it will play down its full name and move toward its initials, UNCF.  The shift is intended to address the alienation the organization’s name causes for some today, while at the same time, maintain its long history and brand equity.  The organization will also reveal an updated logo, but will retain its long-time slogan, “A Mind is a Terrible Thing to Waste.”   

Each example highlights the need for innovation, one of Cone’s best practices for Cause Branding.  True cause leaders constantly evolve their programs to add energy, new engagement opportunities and content in order to remain relevant with existing stakeholders, to connect with new audiences and to ensure a sustainable program, without losing sight of their original mission, objectives and identity.