Over and over in meetings with scores of clients, I’ve shared that branding should be aspirational.  It shouldn’t only represent what you are as a company or an institution, it should also reflect what you want it to be.  Through the years I’ve seen how a weak or disconnected brand can work as a deterrent to organizational growth and stability. There is confusion. Actually, pride in the work can be diminished when the branding doesn’t reflect the company.

Once solid visual and descriptive messaging is united, there is an unseen power at work.  Employees, stakeholders, and clients who know who you are, understand what your mission is, and how to best communicate it are able to take an organization to the next level.  You become a unifying force.  It’s like momentum.  Momentum can be one of the hardest things in the world to achieve, but when it is present, it’s really easy to spot.  

People unite behind strong branding and that process speeds growth and fuels consistent expansion.

How It Fit4One Special Client

Rarely do I recognize specific 5Points Creative clients in these articles, but I must make an exception.  Last fall I was at a fundraiser for Healing Strides where, once again, I heard the message they have been sharing for years.  It was five years to the day since we revealed their new branding and tagline. Though I had been around it and seen it for half a decade, there was something special about experiencing the brand in action on this particular night.  The logo design communicates how the horse and human are connected and the impact that bond can have for people in need.  The tagline copy – Horses Inspiring Hope - was aspirational five plus years ago.  For me, it has become real life and practical, and yet, it remains aspirational.  

Before we came along, in 2019, the work was being done.  The story was being told, and so much was going right for Healing Strides.  Once the branding arrived it gave this equine therapy organization both a foundation, and a catapult, to more goodness and service. The power of the transformation was amazing.

This is how it’s supposed to work.  Branding should represent what your organization is, while at the same time be the driving factor in getting it where you want it to be going forward.

I’ve seen Healing Strides double in size in its ability to help others, as they touch a wide range of people who are going through personal challenges.  I’m honored to serve with others on their Board of Directors and I’ve greatly enjoyed watching their evolution as a strong, successful, regional nonprofit that uses branding the way it’s supposed to be used.

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Recently, our team has been reflecting on 2009. They’ve been taking a close look at the changes that have occurred over the past 15 years. Particular attention is being paid to how these new tools and techniques have impacted our creative process and the way we help our clients reach their target audiences with high-impact marketing communications.

A lot has happened in 15 years.

Twitter became X.  The iPhone, invented in 2007, was gaining a little traction when I started my company and now has become the dominant player.  Google Ads went from being a useful help to a primary driver for so many businesses.  Along came Instagram and Stories became a thing.  Back in the aughts we used Flip cameras and posted our short videos on Vine.  

Change takes place rapidly – not just in the advertising industry – but everywhere.  Nowadays, AI and the ways new developments impact commerce and creativity, make you fully aware of the fact that change occurs faster than most of us can imagine.  That’s the constant – change is happening.

How2Integrate New Things

All this newness around us, and the tools that go with it, also impact the way we run our business.  

For example, we now have a backend software solution at our agency to handle billing, media buying, creative project development, and timekeeping.  A far cry from my collection of spreadsheets and dining room table computations.  When I started 5Points Creative’s original company, we were excited we could buy targeted digital advertisements for our clients.  Now, we have our own dashboard, nearly a dozen new tools at our disposal, and more ways to reach those hard-to-reach prospects than I could possibly squeeze into this insight.

Change is everywhere and it’s coming at us fast.  Part of me wants to personally stay on top of everything.  The rest of me acknowledges it’s better to have these systems and tools at our disposal - surround myself with people who excel at what they do as experts in their area - and keep me informed along the way.  

So many things have changed since 2009, but our end goals remain the same.  By incorporating these new tools, techniques, and tactics with those used when our company was launched in 2009, we have a powerful recipe for reaching people and doing it most efficiently as we approach 2025.

So many organizations and departments create budgets based on what was spent the prior year. The start is based on expenses in the current year and then perhaps forecasted revenue in the new year to formulate a plan.  

On the other hand, ownership usually likes to budget for an increase in net profit. That means most companies determine what they need to spend and then build up their revenue figures based on the marketplace, new products, additional personnel, or other hopeful and optimistic perspectives.

Through my years in broadcasting sales, every company told me they had a unique and proprietary way to budget for the new year. Then, when I was told their approach, it was easy to see the new company’s process was pretty much the same as my previous station group’s.

This year, if it fits within corporate structure or what you’ve used for years, I’d like to encourage you to try something new. This budget season, I challenge you to budget with an outcome in mind.  

 Basically, there are two ways to increase your company’s revenue each year:

·      Drawing Power – pull in more people to do business with you during the new year.

·      Selling Power – convince people who do business with you to invest more and increase their spending.

 There’s nothing magical about this approach. Simple math creates the results. You have to secure more new customers, or current customers have to spend more. That’s the easy part. Getting it to happen is where the work begins.

MakeAdvertising and Marketing a Way2ReachThose Objectives

It’s an age-old axiom that “if you aim for nothing, you are sure to get it.” So, here’s where marketing supports your organization’s revenue expansion.

First, decide to invest dollars in a calculated way that aligns with your goal. If you want a 20% sales increase in new customers, begin by investing 20% more than you did in 2024 in outreach advertising with the expressed goal of securing new business. Then, with the right marketing professionals in your corner, you can turn your budget into practical investments executed to help you meet your increased sales goal.

Likewise, if you want current clients to increase spending by 10% in 2025, then design a plan to create tactics ensuring that will happen. Invest in a client relationship management (CRM) solution, send a regular newsletter, or integrate a marketing automation program. Also, increase the amount of time account managers regularly connect with your clients. Be sure to provide them with practical training on how to share helpful ideas, and how to ask the right questions when on client calls.  

The magic isn’t in the goal of increased sales or the hope of a better 2025. It’s in the detailed way you and your team plan on increasing your drawing and selling power.

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This past summer as I sat in a meeting, sweltering in the July heat wave that covered the entire country, a thought hit me like a blast of hot humid air. That thought was the awareness of how it is that some people can produce an impact simply by their very presence.

Throughout my almost 40 years in business I’ve crossed paths with some powerful and influential people – major college and professional coaches, mayors, senators, governors, and successful business owners.  As a career seller and a confirmed empath, I notice humans and I’m fully aware of how they make me feel.  It’s not due to how they dress, or cut their hair, or even how the present themselves. These exceptional people can often influence how another person feels, how a meeting goes, or in some cases how a group of people interact just by walking in the room.

It's hard to define, but so impactful when it’s evident.

After that meeting, I questioned myself how anyone has the capability to create that kind of shift. Is that a natural talent like some people say it is, or is it a learned skill? It’s probably a little bit of both. While some people are definitely unique, I’m of the opinion there is work that goes into being a room shifter.  

Opportunity4Growth or Change

First you take a welcoming soul who is deeply interested in people and desires to help, build, or make a connection with them and you have the start of a room shifter.  From there, it’s their energy. Usually it’s someone who focuses on others. They ask good questions. They listen to the answers and that compels them to ask more good questions. They actually care not only about the answers, but about the person with whom they are talking.

The room shifter knows how to apply what they heard. They remember things – even obscure things – and they are frequently extra quick on their feet.  Sometimes people with these attributes can be deceivers, or even crooks.  But find one who is able to positively change the trajectory of a meeting or the feel of a group and you’ve spotted something rare. They are no thermometer – they are a thermostat that impacts the temperature of the room.

Generally speaking, these are the kind of people we want to be around. These are also the innovators, creators, and builders you might want on your staff. Yes, it takes effort to attract, hire, grow, and retain talent. Yet, this may be just the kind of high potential employee you need to identify for your organization.

Remember, recognizing the right kind of talent is an ongoing process.

Last month we looked at the reasons people contribute. We also made the point of how nonprofits increase their ability to raise money by meeting people where they are. While that’s a phrase widely used in social work, the tactic works whether you are a nonprofit, a business working to generate revenue, or even a medical practice caring for patients. When you partner with people where they are, the desired results will follow.

Clearly, most nonprofits approach their communications with messages focusing on their mission, as well as the services they provide. While that’s a worthwhile scenario, there’s more to it than that. Trust me, after decades in business, 15 running my own with numerous clients, and forming two 501c3 organizations, I know how nonprofits work and what they do.

A key lesson I learned, early in my business development career, is that stories sell. That’s the same as saying stories help your nonprofit raise the funds needed to create and maintain programs that benefit your various audiences. Certainly, a successful approach needs to incorporate your mission, your numbers, and the ways you make a positive impact on your target communities. At the same time, if that’s the exclusive focus of your communications, you’re missing the mark.

The Application4Your Nonprofit

Last month we encouraged you to avoid the cookie-cutter approach to fundraising. Please be reminded, the following strategy works for all kinds of businesses. To achieve the greatest success, customize your messaging to fit the situation and integrate storytelling in all aspects of fundraising and sales.

Those stories will sell and, in the case of your nonprofit, that means you’ll increase your capacity to carry out the work of your organization. A compelling story impacts the decision process in a variety of ways. The listener can better connect their passion with your cause, it builds empathy, and it softens the ground for the ultimate ask. Too many fundraisers simply present the facts, ask for the money, and even when checks are written, wonder why a lot of money is left on the table.
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Embrace that story and tailor it for use in your messaging, in your formal ask, grant requests, on your website, and obviously throughout your social media. So you aren’t in the development world? As I’ve stated above, this same technique fits with whatever you’re doing in your professional life, as well.  

Stories motivate action.  Tell them.  Get better at telling them.  Then tell them again.

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We have a traditional Giving Day in November and many other giving days taking place throughout the year in different communities. “It's more blessed to give than to receive” as the verse states. Every one of our clients gives of their time, treasures, and talents to a nonprofit, and I believe all of them support more than one. 

The process of a business making a donation is often different than for an individual. Businesses invest in the communities in which they operate for a variety of reasons. Over the past few decades, I’ve observed companies making contributions—both to the nonprofits I lead or serve (The Spot on Kirk, Help Save The Next Girl Foundation, Healing Strides of Virginia)—and to other worthy organizations.

During a recent presentation I made to the partners of the Community Foundation of the New River Valley, I shared four reasons businesses usually give:

                                                                                                                                            To feel good

                                                                                                                                          To get attention

                                                                                                                                                 To help

                                                                                                                                   To exercise their passion

Naturally, some gifts are given in honor, in memoriam, or in recognition of someone or something, but bundle all the other business donations and you’ll find they fit neatly in one or all of these buckets.

How2Shift Your Approach

One-size-fits-all—except when it doesn’t.
 
If you’re a nonprofit or serve on the board of one, take a moment to look at the above list and help your executive director or director of advancement understand the impact of this information. Most nonprofits have their prepared selling presentation (aka, “canned approach”) and it’s usually focused on the good they do and the needs they have. So, continue to share those stories that lay out your organization’s mission and the projects that need funding.
 
At the same time, be sure to align the mission and needs of your nonprofit with your donor’s interests and reasons for supporting you. Doing that will make everything come together for the nonprofit and for the donor. It’s a win for everyone.
 
Taking this extra step also strengthens the meaningful connections and relationships you have with your donors. Additionally, the donor gains insight on how their support can provide a greater return on their investment. Help your donors make an even bigger difference by making a difference for them too. Grow together!

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