Nonprofit Brand Score

Our official brand language (mission statement, about us, boilerplate, etc.) is written in plain words, with minimal jargon or technical terms, and is easy for a wide range of audiences to understand.

It's easy to explain our purpose and work to people outside of our organization like our partners, peers, and community members.

I have access to standardized and documented brand language that communicates the basics of who we are, what we do, and what makes us uniquely valuable to our sector.

Our people generally use language consistent with our guidelines when describing our organization.

Our organization’s purpose (why we exist) & promise (what we deliver) are easy to understand.

Our organization’s positioning is clear. I know what makes us different from others and uniquely valuable to our sector.

Our brand feels like an authentic and accurate reflection of our people.

I believe in our organization and what it stands for.

Our brand has a unique look and feel when compared to our peers and competitors.

Our brand feels relevant to the conversations and trends in our sector.

Our brand feels consistent across communication channels (digital, social, print, etc).

Our brand’s visuals represent the people at the center of our work with dignity and agency.

Our brand inspires trust from your audiences, stakeholders, and the wider sector.

Our brand paints a powerful vision for a future that people want to be a part of.

Our brand helps attract partners and catalyze conversations that further the impact of our work.

Our brand has directly or indirectly improved key metrics such as donations, grant applications, mailing list signups, volunteering, and/or credibility in the halls of power.