Strategic Branding for Social Impact: A Case Study Analysis

Case studies of branding campaigns allow nonprofits to see what works in getting their message out.

Every action a nonprofit takes to get its mission and message to its target audience is a step in the right direction, but not all actions are created equal. Nonprofits should implement strategic branding so their message reaches the right audience, in the right way, at the correct time, and delivered in a way that is compelling and persuasive.

Year Up Implemented Strategic Branding to Get Its Message to the Public

A great way to learn about the power of strategic branding is to study examples where branding was effectively implemented. In one such example, the nonprofit Year Up identified its mission, vision, goals, and strategy, and then the nonprofit conceptualized all of those elements into nuanced and intentional brand messages.

For example, Year Up’s mission statement is:

  • “Year Up’s mission is to close the Opportunity Divide by ensuring that young adults gain the skills, experiences, and support that will empower them to reach their potential through careers and higher education.”

And the group’s vision is:

  • “In the future, every young adult will be able to reach their full potential.”

Mission and vision statements are essential for nonprofits, as they clearly articulate what the nonprofit is all about. Year Up went a step further. The organization identified its “why” and published it on their website and in social media campaigns:

  • “We believe that every young adult has potential and deserves opportunity and economic justice. Year Up is committed to ensuring equitable access to economic opportunity, education, and justice for all young adults—no matter their background, income, or zip code. Employers face a growing need for talent while millions are left disconnected from the economic mainstream. These inequities only further perpetuate the Opportunity Divide that exists in our country—a divide that Year Up is determined and positioned to close.”

Every word in the Mission Statement, Vision, and Why was carefully chosen to reflect the nonprofit, its intent, and its approach to tackling the problems at hand.

A Positive Social Impact, Well Documented

Further analysis of Year Up reveals the organization closely documents its social impact to inspire nonprofit members and attract new support. For example, the organization released a series of strategic branding messages depicting the nonprofit’s Grads for Life program and its YUPRO Placement program.

Once Year Up’s audience understood the nonprofit’s various programs, the organization began publishing statistics showcasing the successes of those programs. The organization laid claim to:

  • 30+ campuses nationwide
  • 43,000+ students served to-date
  • 90% corporate partner satisfaction rate
  • $52,000 average annual starting salary for Year Up grads
  • 80% of graduates employed and/or enrolled in postsecondary education within four months of program completion

Last but not least, Year Up also publishes thorough, rigorous evaluations of its programming. From a branding perspective, the proofs and analyses presented in these reports brand Year Up as an effective and committed nonprofit worthy of support.

Sulzer Inc. Creates Effective Nonprofit Brand Strategy by Leveraging Case Study Analysis 

The most compelling nonprofit brand strategy is one that produces a case study analysis and makes it available to the public. Community members support nonprofits when those organizations document their good works and present that documentation in an easily digestible and clear way. Sulzer, Inc. leverages its ability to create case study analyses to help nonprofits earn new supporters, increase monthly donations, grow their audience, and enhance engagement. Contact Sulzer Inc. today to get started.