Special Format: Campfire Requested
Topic: Commitments of High-Impact Nonprofits
A brand is not just about communication. It’s about identity. A strong brand connects the dots, building a stronger affinity among donors, participants, and the public. To be effective, all brand messaging must be true and must be relevant. A strong brand is particularly important during times of institutional change, providing the tools with which to communicate the change to the people who are the most invested.
This workshop will examine how a comprehensive branding process can position your organization for leadership in the future, reinforce agency strategy, and clarify organizational identity among all stakeholders.
Specific examples will be drawn from the recent rebrand of Episcopal Community Services of Philadelphia, a 147-year-old faith-based social service agency that, during strategic planning and acquisition negotiations, built a brand that balanced tradition with change. Within six months of the external rebrand launch, the organization had increased its annual fund giving and community visibility.
Workshop themes include:
- How a rebrand goes hand in hand with a strategic planning process
- Why it’s essential to build consensus among board, staff, stakeholders, and participants
- How to determine if a brand consultant matches your needs
- The value of articulating a core identity that is empowering to participants
- How to communicate to a board and staff about the value of a rebrand
- Similarities and differences between rebranding and strategic planning as well as why the projects are mutually beneficial
- How to lay the groundwork for buy-in and engagement around a rebranding process and rollout
- How to identify and plan for potential pitfalls in the process
- Molly McAndrew, chief of external relations, Episcopal Community Services
Chief of External Relations
Episcopal Community Services
As chief of external relations at Episcopal Community Services in Philadelphia, Molly McAndrew has oversight of institutional giving, community partnerships, volunteers, and marketing. She serves as a member of executive leadership, playing a role in strategic planning, leadership, and, most recently, overseeing the organization's comprehensive rebranding process.
McAndrew has worked in the field of fundraising and communications in Philadelphia for over a decade, including roles with WOMEN’S WAY, Career Wardrobe, and Avenue of the Arts. She received her undergraduate degree from Hobart & William Smith College and did her graduate studies at Temple University and Drexel University. McAndrew has served on the boards of The Women’s Alliance, BlackStar Film Festival, regional chapters of the Association of Fundraising Professionals and American Dance Therapist Association, and, currently, Nichole Canuso Dance Company. Originally from Moss Beach, California, McAndrew moved to Philadelphia in 2003 and has lived in the East Passyunk neighborhood with her husband for the past 10 years.