Unleashing the power of community to improve philanthropic practice

CASE STUDY

Challenge

A national member organization for grantmakers had a brand expression challenge. It knew it offered unique value in connecting members to each other and to best practice resources. And its more than 5,000 members prided themselves on their constant drive to improve. But its distinct value – and the energy of its community – weren’t shining through consistently in language and design of communications. Muted colors, complex design elements, and too much jargon were masking its singular brand strength.

STRATEGIC CONTRIBUTIONS

  • Guided collaborative development of brand promise

  • Informed creation of a brand identity system and a website redesign, both led by a partner agency

  • Outlined new fundraising case statement

  • Crafted annual report content

  • Facilitated creation of a communications performance dashboard

  • Served as brand strategy coach and provided counsel and support over a two-year period

Solution

Serving as brand strategy coach, I worked with the organization to take a fresh look at its brand, audiences, and landscape.

The process was highly collaborative, involving the communications team, leadership, and staff. First, I mined research, metrics, and materials and uncovered opportunities for differentiation and engagement. A key insight: grantmakers were already surrounded by a sea of tips for practicing more effectively. What they lacked was clarity on which improvements to prioritize, and “reassurance” and “motivation” from others who shared their goals. This insight inspired a brand promise that elevated the organization’s distinct community.

“Working together, [its] community makes the difference between grantmaking as usual and transformational change.”

The promise guided development of a dynamic new brand identity and website. New language was simpler, action-oriented, and all about the changes the community could accomplish together.

Following the launch, the organization saw a rise in time on page and more downloads of previously published resources. Grantmakers were exploring more and pushing further toward improving.

“Jennifer brought curiosity and a clear ability to cut to a core, unexplored truth. She helped us move beyond the surface-level to develop a new core brand strategy that more meaningfully connected with our audiences. But she didn't stop there—she helped us navigate working through executive feedback, thinking through rollout, and helping to make sure we were measuring progress.

I’ve been grateful for how Jennifer approaches her work as a coach. She does not approach engagements as a distant relationship but deeply engages with teams and helps them grow their own capabilities to better execute against the strategy she’s helped develop

Anyone who is looking to find new ways to engage with their audiences, who is working through a rebrand, or is looking to themselves get sharper at strategy should absolutely work with Jennifer.”

— Nick F., Digital Communications Manager

Explore more case studies

Motivating a sleep rethink to improve health

VIEW CASE STUDY NOW

Accelerating a health revolution

VIEW CASE STUDY NOW

P.S. This is not your average intro call. This is your 30 minutes to make progress.

Send me your starting point – a creative brief or whatever you’ve got. I’ll be ready to share ideas and questions.