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Tips and Answers to Your Questions
External Communications
The Nitty-Gritty of Post-Merger Promotions
The introduction of a “new” merged nonprofit is essentially a
branding process — one that requires expertise to execute. Staff and
board experience will help you determine whether or not you need outside assistance.
Regardless, many details must be considered when developing a plan to integrate
the marketing activity of merging organizations. These include the following:
- The new organization’s name. There are several options:
one of the former organization’s names, a blended name, or a new name
altogether.
- Program names. These may also be changed, especially if similar
programs are being merged. However, program names are often valued as dearly
as corporate names; sometimes more so. All naming activity should begin and
end with consideration of the Hippocratic oath: “First, do no harm.” An
organization’s greatest asset is constituent and public recognition
of its name.
- Image: logo, color schemes, “look and feel.” The
branding process will also incorporate a “look” for the organization,
which may include a new logo, a new color scheme, and new design work.
- Promotional messages. New tag lines, key messages, and value
statements may be developed.
- Promotional materials. The changes listed above affect all marketing
materials. Conduct a complete inventory of all marketing materials to identify
those that need revision. For example, the text of a program brochure may
not change, but the old logo will need to be replaced. Or the entire text
may need to be revised. Marketing materials include a broad spectrum of communications:
brochures, flyers, letterhead, second-page stationery, envelopes, labels,
report covers, business cards, web sites, intranet, signage, posters, promotional
items (mugs, bookmarks, and other giveaways), advertising, and trade show
materials. Boilerplate language for grant and federal proposals must also
be reviewed and updated.
- Communication systems. If any organization locations close or
new ones open, addresses and telephone numbers will change. Similarly, web
site and intranets will need to be integrated. Integration of these communication
systems—telephone, regular mail, interoffice mail, Internet and intranet
sites—requires the active involvement of staff responsible for information
technologies and facilities.
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