Читать книгу The Nonprofit Marketing Guide - Kivi Leroux Miller - Страница 21

What emotions does your nonprofit evoke in people? What is your group known for? This is your organization's brand, image, or personality – and many nonprofits are finding that their organizational brand is closely related to the personalities of their most public staff members. This has always been true for smaller organizations, groups led by a founding or longtime executive director, and nonprofits created in someone else's memory or honor.

But now larger nonprofits must contend with this reality too. Good online marketing, especially in social media, is personal, which means that your staff should present themselves as real human beings in your communications. This mixing of personal and professional can be quite uncomfortable for people who highly value their privacy or who hold on to more traditional or dated definitions of what is professional and what is not.

The personality of the messenger – you – can affect the message. Think about your own personality and voice – your personal brand – and how it impacts the organization's brand.