JEWISH COMMUNITY FEDERATION AND ENDOWMENT FUND
BRAND FRAMEWORK A friendly little guide to help you understand, embrace, and use our new brand.
The Power of Community
BUILDING A STRONG BRAND At their essence, great nonprofit brands are built around a few fundamentals – uniqueness, clarity and emotion. While we like to think the decisions we make about the products we buy and the causes we support are based on cold, hard logic, humans are also emotional beings. The only way to develop and maintain a strong relationship with our community is to have a unique brand that speaks to the head as well as the heart. Clear, differentiated, and emotionally compelling brands do not happen by accident. They are the product of a consumer-tested brand strategy that includes a robust set of communication elements that together make up the brand. If you think of a brand as a house, the BRAND POSITIONING and the BRAND PERSONALITY are the foundation. We use those elements internally to build a brand that is firmly grounded in what is unique and true about our organization. The external building blocks of that strategy are the brand assets. They include our NAME, GRAPHIC IDENTITY, BRAND MESSAGE, MASTER NARRATIVE, BRAND STORY, BOILERPLATE LANGUAGE, ELEVATOR PITCH, ACTION VERBS, TAGLINE, and of course, OUR VISION, MISSION, AND VALUES. We use those elements to communicate a clear, consistent, and compelling image that will allow us to connect with our community in a way that is true, memorable, and effective. Because we live in such a consumer culture, the concept of branding has become part of the vernacular. People often confuse a logo with a brand. But as you will see, while a logo is one component of a brand, a brand is so much more.
Name
Brand Message
Graphic Identity
Master Narrative
Tagline
Brand Story
Boilerplate Language
Vision
Elevator Pitch Action Verbs
BRAND FRAMEWORK
BUILDING BLOCKS
Mission
(external)
Values
Brand Personality
FOUNDATION
Brand Positioning
(internal)
2
JEWIS HC
and New Br
N
F MUNITY EDERATIO OM
AN R B N E W w Brand
D
Ne
TF
UN
AND
D
ENDOWMEN
THE NEED FOR A BRAND REFRESH In 2011 our organization underwent a strategic planning process, which resulted in significant changes to the way we fundraise and make grants, and a refocusing of our work around three important and unique roles that build on the organization’s core competencies, and provide our community with the resources and support it needs to thrive. This change spawned the need for a “brand refresh,” and provided us with the opportunity to tell the Federation’s story in a new way that would honor our 102 year history, and position us to succeed in a dynamic and highly competitive philanthropic environment.
A RIGOROUS PROCESS To develop our brand strategy we analyzed all our current communications and the market in which we operate. We interviewed and surveyed Federation staff, board members, and community stakeholders. We formed a “branding task force” made up of community members with marketing expertise to ensure that we brought a varied and critical perspective to the process. We pored over and analyzed the results of this research, and from it developed the conceptual ideas that formed the foundation of our brand strategy. Then we continued to refine those ideas based on the feedback we got and insights we developed during three separate branding workshops. And finally, we tested these ideas in focus groups composed of current, potential and lapsed donors, and refined the ideas further based on their frank and illuminating feedback. What follows is the result of that journey. A brand with deep integrity, grounded in the accomplishments of our 100+ year history, but firmly positioned for the future.
3
INTERNAL USE
BRAND POSITIONING The brand positioning statement is the impression we want to create in the mind of our consumer. It’s the idea that conveys what is unique about our organization; what sets us apart as compared to our “competitors.” It’s called a positioning statement because it allows us to position ourselves in the marketplace based on the unique product/service we are “selling”, why we are selling it, and who we are selling it to. The statement is used internally, and provides a kind of navigational rudder that helps keep our marketing communications on course. For example, we can use the brand positioning to evaluate whether an event is reinforcing our brand by asking yourself questions like these: Is the event lively and action-oriented? Does it convey impact and making a bigger difference? Does it position us as an organization firmly in the present but looking to the future? If the answer to these questions is yes, forge ahead. If not, adjust accordingly.
Brand positioning keeps our communications on course.
4
FEDERATION BRAND POSITIONING For Bay Area Jews of all ages, backgrounds, and perspectives who want to make an impact, the Jewish Community Federation and Endowment Fund is a philanthropic catalyst, igniting the power of our community to join together to make a bigger difference locally, in Israel, and around the world.
5
INTERNAL USE
BRAND PERSONALITY People have personalities, and so do brands. A brand’s personality helps to differentiate it the marketplace, and makes it easier for consumers to connect with it. People are more likely to buy the product/use the services/donate to a company or organization if they relate to it, and/or it embodies the qualities which are relevant to the purchasing decision. For example, it’s appropriate for a hospital brand to seem caring and professional, but one that comes off as humorous and playful is likely to have a lot of empty beds. The Federation is a fundraiser and a grantmaker, in the “business” of caring for Jews in need and building a vibrant community. Our donors trust us to invest their money wisely, in programs and organizations that are as effective as they are dedicated. Therefore, our brand personality must speak to the head, as well as to the heart.
6
FEDERATION BRAND PERSONALITY Our Federation brand personality is broken into two categories: Emotional and Analytical. Emotional personality traits are essential to creating the kind of passionate response we seek from our audience. They help make people feel good about supporting us and inspire a deeper type of connection. Analytical traits are those that strengthen our credibility as responsible financial stewards. They help create confidence. EMOTIONAL
ANALYTICAL
• Inclusive/Welcoming • Accessible • Confident/Optimistic • Compassionate/Caring • Dynamic • Trustworthy
• Professional/Expert • Influential • Accomplished/Adept • Effective/Successful • Clear/Transparent • Efficient
AL
E
POS EM A
TS
ADVERTIS
ING
S LOG
B
BOARD MEMBERS
WORD T
ES
KING
O MOUT
H
AIL
BY
TM
LOB
EES OY
EC
TS
PL
EM
ECH
7
SPE
DIR
DUC
AN
TELEPHONE
P
R
S
PRO
GR
R NETWO
IC
DS
SS CAR
SERVICE
NS
TIO ELA
S
NER
BAN
BUSINE
IA IAL MED
L UB
WEB
The Power of Community
COLLATERAL
SOC
G ITY
FIN
AF
S
S
UP
RO
ILS
PRO
CULTUR
S
CE
E SIGNAG
EN
EVEN
RS
ERI
ITE
BS
WE
TTE
SLE
NEW
EXP
PARTNERS
Just like with people, the communication of these personality traits are implicit rather than explicit. For example, if you are indeed a caring person, you demonstrate that trait with your actions, rather than by constantly reminding people how caring you are. The same is true for the Federation. In order to reinforce the (true) impression that we are inclusive and welcoming, for example, we must “walk the talk” in the myriad of touch-points available to us.
TS
WE
MA
KE
EXTERNAL BRAND ASSET # 1
BRAND MESSAGE The brand message is the first of the brand assets to engage external audiences. Essentially it distills the essence of our brand into just a handful of words (preferably fewer than 10). Think of it as a response to the question (asked by an impatient New York cab driver): “So what’s the big idea behind your brand?”
8
FEDERATION BRAND MESSAGE The power of the Jewish community to improve the world. The words in the message were chosen because we know based on the research we conducted, that they resonate strongly with our audience and because they can be used and repeated in a variety of circumstances. The power of the brand message is not just in what it says, but also in what it conveys: Collective impact
Inspirational and aspirational
Power = strong, action
The power of the Jewish community to improve the world.
Cast wider net/attract younger folks
Scope
IMPLICIT MESSAGING The adage “less is more� applies to brand framework. Throughout the brand framework, we have selected words and phrases which infer ideas and impressions beyond what is explicitly stated. We do this not only because it allows us to convey a multi-dimensional brand image with fewer words, but also because messages which convey deeper meaning foster deeper connections and are more memorable.
9
E XT E R N A L B R A N D A S S E T # 2
MASTER NARRATIVE The master narrative is the hardest working piece of the brand architecture. It can be used in any communication – whether it’s a two-minute video, a 30-minute speech, a brochure, a presentation, etc. It provides a narrative structure, and is designed to be “modular.” Depending on the medium, we may use key phrases, full sentences, or entire paragraphs. We know that the strongest brands (and the strongest organizations) are those with a “unique selling proposition” or USP. Conveying what is most unique about our organization and meaningful to our consumer helps differentiate our organization in a highly competitive philanthropic marketplace and helps foster stronger connections to our donors. Because the Federation is 100+ years old, the history of Jews in the Bay Area and the history of the Federation are intertwined. The earliest Jewish residents were not the poor and the dispossessed fleeing persecution. They were innovators – merchants, railroad builders, and bankers – who played an integral role in building the city of San Francisco and much of the Bay Area. This culture of innovation is part of the Bay Area’s DNA, and part of the Jewish community’s DNA. And so, the USP behind our master narrative is connecting the uniquely innovative culture of the Bay Area to the history of the Federation and our community. This connection honors our history (and our current donors), and positions the Federation to appeal to a new generation of young Bay Area Jews looking for connections and who identify with the entrepreneurial spirit that is so much a part of living here.
10
Federation Unique Selling Point
Innovative culture of Bay Area
History of Jews in the Bay Area and history of the Federation
Innovative culture of Jewish community
Here is the structure of the Federation’s master narrative: 1. 2. 3. 4. 5.
Our common values and what we believe What we do How we do it Impact we have Heritage of innovation and diversity in Bay Area – our unique point of difference 6. Our community/Federation’s historical connection to this culture of innovation and impact 7. Which continues today The master narrative allows our communication to take our audience on a journey. As with any good journey, their bond with us should be stronger when they arrive.
11
FEDERATION MASTER NARRATIVE The Jewish people have always found strength in community. Shared experiences and connections greatly enrich our lives, and Jewish values — like family, education, tzedakah (giving with just intention) and tikkun olam (repairing the world) — fuel a long tradition of building community and caring for those in need. The firm belief that we can achieve more together is at the heart of the Jewish Community Federation and Endowment Fund’s mission, and it’s what drives us to make a bigger difference every day. The Jewish Community Federation and Endowment Fund connects people of all ages, backgrounds and perspectives to the power we have as a Jewish community to improve the world. We partner with donors, organizations, and foundations to address pressing issues facing our community, and develop innovative strategies that create deep and lasting impact locally, in Israel, and around the world – impact that improves the world we live in today, and the world our children will inherit tomorrow.
Our common values and what we believe
What we do
The Federation helps build and sustain a healthy, thriving Jewish community by playing three important and unique roles: STRATEGIC INVESTING: We raise funds and make grants to support the community’s core organizations and capital projects, foster innovation, and solve big challenges that impact our local, Israeli, and worldwide Jewish community. BUILDING CAPACITY: We cultivate high-performing organizations through our pro bono consulting, specialized consulting and trainings, and communities of practice. ENGAGING LEADERS AND PHILANTHROPISTS: We develop and engage Jewish leaders and philanthropists to ensure our community’s future.
12
How we do it
The Federation has a profound impact on Jewish life at home and abroad. We fundraise and make grants to: • • •
Strengthen Jewish identity through education and engagement. Reduce barriers and increase access to Jewish life. Advance social justice, equal opportunity, and pluralism in Israel.
•
Take care of Jews in need worldwide.
• •
Provide seed-funding for innovative Jewish programs. Respond to emergencies.
•
Help our community join together to improve the world.
The Bay Area has a long history of innovation. People from around the globe and all walks of life come here to pursue their dreams. It is a region of possibility and optimism, where boundaries are pushed, paradigms shifted, and where new ideas emerge that often change the world. The Jewish community has always been part of this culture of innovation and impact. Our forebears built many of San Francisco’s cultural landmarks and iconic businesses. At the turn of the century, our community came together to create charitable organizations that took care of Jews in need, and they established the Federation to solve the community’s greatest challenges. In this way, we were the original “social network.”
Impact we have
Heritage of innovation and diversity in Bay Area Our connection to this culture of innovation and impact
This long tradition of innovation and collective impact continues today. As our diverse community continues to evolve, so does the Federation: fresh ideas, strong organizations, a pipeline of capable leaders and passionate philanthropists − resulting in a vibrant Jewish community that will thrive for the next 100 years and beyond. We can make a difference individually, but when we work together, there is no limit to what we can achieve. That's the Power of Community.
13
Which continues today
EXTERNAL BRAND ASSET # 3
BRAND STORY Since the beginning of human history, stories have been used to pass along knowledge and wisdom. Our brains are wired for stories and when we hear them, we listen differently. The power that stories have to engage an audience makes them an essential asset in branding. So powerful in fact, a recent book “The Storytelling Animal,” makes the case that storytelling serves a evolutionary function – helping us “learn the rules of the world and simulating outcomes in the service of decision making, brains can play out events without the risk and expense of attempting them physically.” So instead of actually being eaten by that dinosaur, you can construct the story in your head, and figure out a way to avoid that outcome. A brand story can be a central story that an organization refers to regularly (like a founding story, or the story of a signature accomplishment). Or a brand story can be a template for storytelling in general. We tested many different approaches to storytelling in the focus groups, resulting in a winning formula that uses the focusing power of a story to set up a message about our broad impact. The framework is as follows: • • • •
1st paragraph: Personal story of a grantee – the challenge they face 2nd paragraph: What the Federation is doing to help 3rd paragraph: The quantitative impact of that support 4th paragraph: The qualitative impact/outcome – connecting it to community-wide issue • 5th paragraph (if direct mail): Thank you and request for support Here is an example of an effective framework for telling our story:
14
FEDERATION BRAND STORY EXAMPLE Sarah Silverstein has always been one to help other people. But when she and her husband both lost their jobs in the same year, they found themselves in a situation they had never been in before. “A big fear was what would happen if we had to take my daughter, Laney, out of preschool to pay the bills,” she explains. “We tapped into our savings, but it wasn't enough.”
Personal Story
Their situation is not unique. Even as the economy begins to improve, thousands of children attending Jewish schools in our service area, and the many thousands more who cannot afford to, continue to need financial help. The Federation has made it a priority to provide scholarships to families in need. It’s part of a continuum of support that we give to people in our community who need help, including the elderly, families who have children with special needs, and those facing hard times. The power of your support to help families in times of need is easy to see: • Financial aid for over 200 children like Laney to attend preschool through our Affordability Project. • Emergency assistance grants to 2,000 families in financial crisis through our Community Core Fund. • 17,000 meals served to 800 low-income seniors at the Jewish Community Center through our Community Core Fund. Students who attend Jewish schools and camps are taught Jewish history, traditions, and rituals, as well as the values of tzedakah (giving with just intention) and tikkun olam (repairing the world). The community safety-net that you make possible ensures that these are not just words on a page, but actions that embody living, breathing and enduring Jewish values. The challenges may change from year to year and from generation to generation. What doesn’t change is the power we have to make a difference together. Thank you for supporting the Jewish Community Federation and Endowment Fund. Your gift fuels the power of community today, and ensures a vibrant future for tomorrow.
15
How we are helping
Quantitative impact
Qualitative impact/ outcome
Thank you and ask
EXTERNAL BRAND ASSET # 4
BOILERPLATE LANGUAGE Boilerplate language is a short (100 words or less) introduction to the organization that would appear at the bottom of press releases, promotional material for individual programs, on materials co-branded with other organizations, and anywhere we have an opportunity to define who we are to an audience. The boilerplate language provides a short summary of key aspects of the brand framework and delivers our core message.
16
FEDERATION BOILERPLATE LANGUAGE The Jewish Community Federation and Endowment Fund is a philanthropic catalyst, connecting people of all ages, backgrounds, and perspectives to the power we have as a Jewish community to improve the world. We partner with donors, organizations, and foundations to address pressing issues facing our community, and develop innovative strategies that result in deep and lasting impact locally, in Israel, and around the world. Find out more at www.jewishfed.org.
IMPLICIT MESSAGING The Jewish Community Federation is a philanthropic catalyst... Action-oriented frame that encompasses grantmaking and philanthropic services.
We partner with donors, organizations, and foundations... Working collaboratively as an active connector and community builder.
connecting people of all ages, background and perspectives... Connection is the foundation of community. Diversity is what makes Bay Area unique, leads to innovation, infers inclusion.
to address pressing issues facing our community and develop innovative strategies Reinforces change in grantmaking approach; postions JCF as an innovative problem solver.
17
to the power we have as a Jewish community to improve the world... Action-oriented, references tagline, casts a wider net of impact
that result in deep and lasting impact locally, in Israel, and around the world. Delivering scope and significant results.
EXTERNAL BRAND ASSET # 5
ELEVATOR PITCH While a boilerplate is the brief introduction you can use in written materials, an elevator pitch is meant to be spoken aloud. They work best when given a personalized touch. Everyone who is a spokesperson for our organization should be conveying the same basic message when they give their elevator pitch. Elevator pitches should only take about 30 seconds to deliver. A successful elevator pitch does not say everything, but delivers essential information that opens the door for your audience to say, “Tell me more.� The following is a formula for an elevator pitch with some sample language. Staff and layleaders can customize this to reflect their own speaking style and to suit any particular situation. But the main elements and basic message should generally stay the same.
18
FEDERATION ELEVATOR PITCH DELIVER THE CORE MESSAGE The Federation connects Bay Area Jews to the power we have as a community to improve the world.
THE BAY AREA JEWISH COMMUNITY IS UNIQUE AND THE FEDERATION PLAYS A CRITICAL ROLE IN IT. We live in one of the most diverse Jewish communities on the planet. That’s why the Federation helps support a varied network of programs that connect people of all ages and backgrounds, provide help to those in need, and greatly enrich our lives.
NAME ONE OR TWO ISSUES WE WORK ON OR SERVICES WE PROVIDE We address issues that strengthen our entire community – like helping to build young leaders in the Bay Area, in Israel, and around the world.
END WITH IMPACT Here at home we build young leaders and philanthropists through a continuum of engagement programs. Let me give you just a couple of examples: Our Jewish Teen Foundations have transformed 500 teens into young philanthropists who have granted $1 million to nonprofits here in the Bay Area and around the world. Our Young Adult affinity group engages thousands of young people each year through a variety of events and meaningful service opportunities. Both these things demonstrate the power of our community to join together to make a bigger difference.
19
EXTERNAL BRAND ASSET # 6
ACTION VERBS The following action verbs help reinforce our brand positioning. Use them, as appropriate, in your writing and speaking to describe how we achieve our mission.
20
FEDERATION ACTION VERBS accelerate accomplish achieve address advance advise advocate analyze apply assist award broaden build care catalyze cause change clarify collaborate communicate complete conceive conceptualize conclude conduct construct connect continue
convene coordinate create dedicate define deliver demonstrate determine develop direct discover document drive educate effect engage enlist emerge ensure envision establish evaluate evolve examine expand formulate foster fuel
fund gather generate grant guide help identify ignite impact implement improve include increase influence inform innovate integrate inspire join lead leverage listen manage measure model moderate motivate organize
21
oversee participate partner perform plan produce promote provide question raise reduce research respond result seed shape shift solve specify start stimulate support synthesize target thrive transform unite work
EXTERNAL BRAND ASSET # 7
TAGLINE Organizations do not need to have a tagline to have a powerful brand, but taglines are a way to put a sharper point on your brand. They also provide a snappy summary of your entire brand strategy, which is helpful given the demands on people’s attention and the sound bite culture in which we live.
22
FEDERATION TAGLINE
The Power of Community A Brief Word about “The Power of Community” We developed this tagline while the brand architecture was still in development. We were searching for a way to describe a new approach to fostering social change that we were starting to work with called “Collective Impact.” To put it simply, Collective Impact is when a group of people, organizations, etc. come together with a common agenda to solve a social problem. At the time, we were in the midst of planning for one of our big annual Women’s Philanthropy events – The Power of One - when we realized, substitute “Community” for “One” and you’ve got an easily understood descriptor of the Collective Impact approach that also, as it turns out, provides a succinct and memorable descriptor of the philosophy and approach of our organization. So in short order, this rallying cry became our organizational tagline. Coincidently, and providing further evidence of our brilliance, after conducting their own research, JFNA (the national Federation system) also adapted this line, although they pair it with “The Strength of a People” – which may play in Peoria, but doesn’t work in the Bay Area (too much of a good thing).
23
EXTERNAL BRAND ASSET # 8
VISION, MISSION, VALUES A vision statement answers the question −“What would a world that no longer needed our organization look like?” It defines our organization’s dream for the future, the change we are working to create. As such, it should be inspiring and motivating. Where the vision statement refers to our end goal, the mission statement reflects how we will reach that goal. It’s more action-oriented, and it states how we put our vision into practice. Values express what the Federation believes in, what we are passionate about. Our work and the way we interact with each other and the community should be a reflection of these values. A values statement also helps guide decision-making around programmatic, operational and other key issues.
24
FEDERATION VISION A vibrant, caring, and enduring Jewish community that is a force for good locally, in Israel, and around the world.
FEDERATION MISSION The Jewish Community Federation and Endowment Fund is a philanthropic catalyst, connecting people of all ages, backgrounds, and perspectives – to the power we have as a Jewish community to improve the world. We partner with donors, organizations, and foundations to address the pressing issues facing our community, and develop innovative strategies that result in deep and lasting impact locally, in Israel, and around the world. We accomplish this by playing three important and unique roles:
• STRATEGIC INVESTING: We raise funds and make grants to
support the community’s core organizations and capital projects, foster innovation, and solve big challenges that impact our local, Israeli, and worldwide Jewish communities.
• BUILDING CAPACITY: We cultivate high-performing organizations through our pro bono consulting, specialized consulting and trainings, and communities of practice.
• ENGAGING LEADERS AND PHILANTHROPISTS: We
develop and engage Jewish leaders and philanthropists to ensure our community’s future.
FEDERATION VALUES Our work is guided by the timeless Jewish values of kehilla (community), tzedakah (giving with just intention), and tikkun olam (repairing the world).
25
PROLOUGE
A WORD ABOUT OUR NAME AND GRAPHIC IDENTITY For many years, the Federation had two brands under one roof: the Jewish Community Endowment Fund (encompassing Donor Advised Funds, Restricted Funds and Supporting Foundations) and the Jewish Community Federation (encompassing the Annual Campaign). As a result of our strategic plan, the organization has embraced an integrated fundraising model, and our name needs to reflect that. However, we decided not to undertake a renaming effort in conjunction with the rebranding work because of the potential to distract and possibly polarize people. As an interim measure, we have integrated the Endowment Fund into our name and logo for marketing purposes, and will revisit the possibility of renaming the organization once the community has had time to become more familiar with our new model. In the meantime, we are exploring ways to refine our graphic identity to reflect our new branding as we continue to implement the components throughout our communications.
A WORD ABOUT THE INTEGRITY OF A NONPROFIT BRAND One of the great things about developing a nonprofit brand is the deep integrity on which it is based. Our brand is meant to be an expression of the heart and soul of the organization, reflecting the passion and commitment we feel (as in the collective we – past, present and future) for the work we do. Most nonprofit brands are not selling something to “consume” – they are selling something to “save.” Whether it’s the whales, the environment, women’s reproductive rights, the economic dignity of people struggling on the edge it’s all about improving the world we share. Just like the Hebrew National hot dog – we’ve got a higher calling. And in order to continue to fulfill the promise of our organization and the brand that represents it, we have to “walk the talk.” Live our values. Treat each other with respect and kindness. Create a feeling of community in our meetings, our events, and everything in between. And keep in mind, just like people−organizations are always a work in progress. We may not be there just yet, but with a brand framework that is as aspirational as it is descriptive, we will get there.
26
NOTES
27
JEWISH COMMUNITY FEDERATION OF SAN FRANCISCO, THE PENINSULA, MARIN AND SONOMA COUNTIES 415.777.0411 | INFO@SFJCF.ORG | JEWISHFED.ORG V3