The four R's of brand credibility for nonprofit organizations
By Colleen Dilenschneider
www.colleendilen.comWhen it comes to inspiring engagement, there are four criteria essential to creating and maintaining meaningful connections with potential supporters, donors, members, and visitors.
During a recent meeting with executive leaders (the “Chiefs” – or, affectionately – the “Cs”) of a mission-driven visitor-serving institution with which I am involved, I was asked, “What makes us [our institution] seen as a credible actor by the market?”
It’s an excellent question – and information from several KYOB posts came flooding to me all at once. Fortunately, there’s sufficient analysis about what informs positive brand perceptions and relationships to pull out four, key factors that contribute to sustained, meaningful engagement in the digital age. Combine these factors with the more tactical four Ts of digital engagement, and you’ve got a good basis for a successful organization’s public-perception strategy.
Considering how your organization approaches its audiences within these four realms is likely critical for the successful achievement of your mission and financial goals alike:
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