the power of communication

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Build on Brand: The case for using your core identity to shape your strategic plan

In the summer of 2020, we partnered with Edge Research to survey 310 nonprofit leaders about how their organizations view two essentials: brand and strategic plan. We wanted to find out:

  • Whether or not nonprofits have their brands and strategic plans documented in writing.
  • How strong they are, and if they’re used in day-to-day work.
  • Whether or not brands and strategic plans are more often integrated or siloed.
  • If taking an integrated approach helps nonprofits adapt more easily to challenges.


The full report includes real-world examples of how nonprofits are using brands and strategic plans to guide their work during and beyond the COVID-19 pandemic, along with concrete, practical recommendations for aligning your brand and strategic plan so the result is a powerful daily playbook instead of something that collects dust on your shelf.

To access the report, please complete the form below.