Key Messages & Brand Strategy Grant
Successful marketing and fundraising efforts—such as events, mailings, and phone solicitations—speak with a single, unified voice.
What we offer
Our pro bono consultant team grounds the creative process in a deep understanding of your organization, similar organizations, and the ways that key stakeholders currently perceive you. Working with you, we craft unique brand positioning and tailored messages that resonate with your audiences. In addition, we will review your existing name, logo and communication materials and train and inspire your board to be more effective champions of the organization.
The estimated value of this Service Grant is $55,000.
Why it’s a win
The impact of each project varies but many clients report these results:
- Addressing the following questions:
- Who are our key target audiences?
- Who are we? Who do we serve?
- Why are we the best at what we do?
- What is our promise to funders, clients and the community?
- How do current and potential donors view our organization?
- Stronger brand and positioning that better reflect the organization
- Consistent messaging and communications
- Solid foundation for future marketing materials and decisions
- Board and staff with enhanced ability to communicate the organization’s key messages
How we get it done
The pro bono consultant team will complete some or all of the following:
- Interviews with a range of your key stakeholders
- Competitive audit to evaluate the visual identity and positioning of competitors
- Recommendation regarding whether your organization should keep or change your name and/or visual identity
- Brand strategy, which includes positioning, core attributes, brand personality and key audiences
- Key messages, which extend the brand strategy into concise language for both general and specific audiences
- Audit of your organization’s current marketing/communications materials
- Requirements Brief for Name and Visual Identity that outlines the creative direction and goals for a new name and visual identity based on the brand strategy (as needed)
- Training for Board members on brand strategy and key messages
Who’s the right fit
To be a successful client for this grant, you should have:
- An Executive Director and Board of Directors strongly committed to this project
- Staff who can invest the necessary time to make the project succeed:
- Executive Director: 10-15 hours total
- Day-to-Day Contact: 3-5 hours each week
- Board of Directors Representative: 5-10 hours total
- All Board Members: 1-2 hours total
- A current and complete Strategic Plan is required
The Taproot Foundation pro bono consultant team is staffed by marketing experts who have made a personal commitment to strengthening the nonprofit sector. Visit our pro bono consultant roles page for additional information about Marketing pro bono consultant roles.
Apply for this Service Grant
If this project appeals to your organization and you have the recommended items in place, please review our grantmaking process and criteria, and then apply. If you have questions about the grant or your eligibility, please contact us.
