The nonprofit sector is in the midst of a major transformation in its approach to brand.

Download Nonprofit Brand 2.0 - Understanding the New Nonprofit Brand Paradigm


The old nonprofit branding paradigm treated brand as a tool for fundraising.

Brands were about building visibility and awareness among target audiences in order to drive financial support. Plain and simple.

But today’s most innovative nonprofits are recognizing that this thinking is far too narrow. They’re moving to a new nonprofit branding paradigm that recognizes brand as a tool for driving internal cohesion and capacity, mission advancement and social impact.

Download this ebook to learn what nonprofits like The Y and Opportunity International are doing to move toward the new nonprofit brand paradigm. Then, score your nonprofit brand on the Brand IDEA Framework to determine whether it's ready for the future. 

What's inside This Ebook?

Inside, you'll find:

  • A primer on the new nonprofit brand paradigm, which recognizes the broad power of nonprofit brands
  • Examples of three nonprofits utilizing the new brand paradigm for different aims, including Opportunity International, The Y and Chicago Methodist Senior Services

  • An introduction to the Nonprofit Brand IDEA Framework, which was developed by researchers at Harvard and can help you move toward the new nonprofit brand paradigm

  • A Nonprofit Brand IDEA Framework Scorecard which you can use to determine whether your nonprofit brand is future-ready

Where can I learn more about working with Prosper Strategies to move toward the new nonprofit brand paradigm?

Visit us online at and contact us here.


Real clients, real results.

Here's what our clients have to say about working with Prosper Strategies on marketing planning and strategy:

Prosper Strategies helped us identify the attributes that make our organization truly unique, and  assemble a marketing plan that effectively communicates these strengths to the public, other organizations and foundations. The messaging guides, calendars, and other materials [we created] are now central to IEC's communications strategy.
- Jennifer Walling, Executive Director, Illinois Environmental Council

 We view  Changemaker Marketing Lab as a catalyst for Rebuilding Exchange to scale our reach and increase the impact of our message. This growth directly contributes to our ability to divert over 1 million pounds of materials from the landfill each year.
- Kelly Farley, Executive Director, Rebuilding Exchange

Nonprofit HR enjoys working with marketing professionals that listen and understand their clients' needs. Prosper Strategies is not just our marketing partner, but we consider them to be a strategic team that gets how we work. Prosper Strategies offers sound marketing counsel and guidance that is forward thinking and very much in line with how we need to approach the industry we serve.
- Patty Hampton, Managing Partner, Nonprofit HR

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