Branding Counts, Both for Profit-Making Corporations and Non-Profits

While for-profit corporations and non-profit charities have their obvious differences, they have at least two things in common: They need to take in money in order to survive, and they need to connect with the individuals or organizations that need their products or services.

With the for-profit company, the money comes from the customer; non-profits, on the other hand, have to seek funds from donors and then promote their services so that the people they propose to help know of them and can find them.

For both types of organizations, branding helps enormously. Coca Cola's dramatic red and white logo is recognized instantly by billions of people around the world, as is the stylish little swash of Nike. When the tsunami hit in South East Asia and Hurricanes Andrew, Rita, and Katrina struck in the U.S., donations poured in to the Red Cross, a familiar, trusted international charity. And Habitat for Humanity sees a major inflow of funding as they participate in the rebuilding of the Gulf Coast. The organization, made famous by decades of promotion by former president Jimmy Carter, is the most well-known builder of affordable housing in the world.

Businesses and charitable organizations work hard to keep their names in front of the public. Besides press releases, air time, and advertising, both also use a variety of promotional materials to keep their profiles high. When organizations like the Sierra Club and Greenpeace offer practical gifts like T shirts, tote bags, and backpacks to their contributors, they are not only providing a valuable incentive, they are spreading their message, along with their logo, to all who come into contact with their donors.