Brand Development Questionnaire for Nonprofits

Here are some questions to think about: Is there an interesting story behind your organization name? What is the meaning of the words? What does it tell your audience?

Here are some questions to think about: What is your origin story? Why did you start this organization? How and when did the idea come to you? Did you experience a struggle or life event that inspired you? What’s the history behind your services and programs? What drives you on a daily basis?

Here are some questions to think about: What is your vision? What is your mission? How do you want to change your life and the lives of others? What is your ultimate goal with your organization?

Have you thought about this? Do you know what they are? If so then please write them here. If not, then please jot down your immediate thoughts or questions about this.

Here’s a tiny list to get you going: Authenticity, Compassion, Collaboration, Transformation, Sensibility, Spirit of Adventure, Balance, Clarity, Discipline, Open-mindedness

There are of course hundreds, if not thousands of descriptive adjectives to choose from, so it can be a challenging exercise to nail it down to 5. For now, write the ones that intuitively come to you.

In other words, how do you want stakeholders to feel when they interact with your organizational brand? What are the words that should spring to mind when your audience sees your branding and website? What adjectives should they associate with your visual elements?

Here’s a tiny list to get you going: Adaptable, Brave, Cheerful, Romantic, Loyal, Respectful, Reliable, Kind, Compassionate, Generous

List the audiences your website will serve. Nonprofits often have a wide variety of users, so think carefully. Common audiences include:

· Corporate Partners
· Clients of a specific service
· Donors (individual donors and/or institutional supporters)
· Potential and/or Current Volunteers
· Parents
· Students
· etc.

Be as specific as you can and then prioritize them in order of most- to least-important.

Please tell us about your board, founders, staff, volunteers and others who are directly involved with your organization. How would you describe these users (age, experience, education, etc), and why would they come to your website? What are their needs, interests, and goals?

Tell us more about your donors, partner organizations, government entities involved, etc. How would you describe these users (age, experience, education, etc), and why would they come to your website? What are their needs, interests, and goals?

Tell us more about members of the community who are impacted by your success or failure, their parents, families, etc. How would you describe these users (age, experience, education, etc), and why would they come to your website? What are their needs, interests, and goals?

For example:

· Donors and partners needs to know the impact you’re having, and how your funds are spent.
· A donor needs to find the donate button.
· A researcher needs to locate a specific resource.
· A parent needs to know your emergency contact information.
· A volunteer needs to know the positions available, what you offer them, and how they can apply.
· Your beneficiaries needs to know if they qualify for your programs and how they can apply.
· etc.

What are your objectives? What do you want visitors to see, feel, and do on your website on their way to reaching your goal? What is the key information you want your website visitors to glean?

What is the outcome of receiving your services or taking part in your programs, and how do your beneficiaries feel after working with you? What new opportunities do they now have?

Do you charge fees for goods and/or services? Do you run regular funding campaigns or events? Do you offer memberships? Do you market and advertise? Do you send out a regular newsletter to your partners and sponsors?

Locally? Internationally? List their websites. What do you think your competition is doing well? What could they do better?
Example: example.com is doing a great job helping visitors easily find the information they need. But the website feels a little cold and sterile.
Example: example.com is doing a great job connecting with their audience, but the site is hard to navigate and information seems scattered.

What is it that draws you to them and how do they make you feel? Are they fun & whimsical, clean & professional, or elegant & sophisticated? Example: I like example.com because the design is clean and minimal, everything is easy to find and navigate, and I get the information I need quickly.

If you have any thoughts, ideas, suggestions or criticism with regards to this questionnaire, please let us know!