Strategic Brand Management for GlobalGiving

STRATEGIC BRAND
MANAGEMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Vision...........................................................................................................................................3
Mission statement........................................................................................................................3
Values..........................................................................................................................................4
Brand identity..............................................................................................................................4
Goals............................................................................................................................................4
Brand audit...................................................................................................................................4
Competitor analysis of GlobalGiving..........................................................................................5
Brand current approach on societal issues...................................................................................7
EVALUATION OF CURRENT BRAND PLAN...........................................................................8
Summarize of issues with brand equity.......................................................................................8
CONCLUSION AND RECOMMENDATION..............................................................................9
Reconsideration of strategic brand direction.............................................................................10
Recommended strategic brand plan...........................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
The report is on strategic plan of an organisation. Strategic plan refers to maintaining a strategy
which can assess the internal and external factors of an organisation and then make a plan for the
brand to compete in business environment. In the report, the organisation taken for the study is
GlobalGiving. GlobalGiving is a non-profit organisation which has base in United States and
provides a crowdfunding platform for projects of charity. The report highlights the brand’s vision
and mission statement, brand identity and goals. The brand audit has been discussed including
performance analysis comparing to the mission statement and values of the company. The
performance has been compared with key competitors of the organisation. The current approach
of brand on societal issues has been highlighted. Exploratory research for supporting analysis has
been done. The current brand plan has been evaluated of the organisation. The recommendations
have been provided of the organisation for strategic brand plan.
Vision
GlobalGiving is non-profit which supports other non-profits by connecting with companies and
donors and supporting the community-led organisations.
Mission statement
GlobalGiving is the largest crowdfunding community globally which connect donors, vetted
non-profits and companies in every nation around the world. Their mission is for transforming
philanthropy and aid to accelerate the change which is community-led (Henderson and et.al.,
2018).
Values
The core value of Listen, Act, Learn and Repeat is followed by the company where research is
shared and conducted for researching with peers for transforming the way philanthropy and aid
work for the people.
The organisation believes in power of great ideas and is open from ideas from anyone at any
time.
The company believes in questioning the rules and applying change for betterment, raising the
bar and playing a different game and playing it better than anyone in business environment.

The company believes in acting in prompt manner with enthusiasm and professional approach.
Brand identity
GlobalGiving has become a brand which works for communities and society using philanthropic
measures and providing various range of services like wildfire relief fund and sponsoring safe
environment for children.
Goals
The goals of the company are sustainable goals such as achieving poverty free society, no
hunger, good health, education quality, gender equality, clean water and sanitation, good jobs
and economic growth, responsible consumption of resources and climate action (Henderson and
et.al., 2018).
Brand audit
The company has a number of specifications regarding brand. It is careful in representing itself
whether it is the logo, images and the message it has to pass on. Small things like typography,
font size of the social message is also given concern to. Images used are from their non-profit
partners and is used by brand for portrayal of people in positive light. The background of the
picture, its contrast are all studied and put on the website to reflect the theme company believes
in. The images contain a message of social cause and is a combination of elements described to
make people join and support the cause.
GlobalGiving has three audiences to cater to who are donors, companies and non-profits
and there are secondary audiences to cater to like strategic partners, media, alumni etc.
GlobalGiving giving helps in non-profits becoming effective with time by incentives, rewarding
and tracking organizations which listen to feedback. The company manages a community of
small and large non profits in more than 160 nations, so that when any calamity occurs it can
deliver funds to local organizations present there to provide relief (Appau and Churchill, 2019).
GlobalGiving funds to creative ideas which might never get funded from traditional
development and philanthropic measures. GlobalGiving gives extra $10 million per year to
partners in form of matching funds, donations to corporate partner and redemptions on gift cards.
GlobalGiving is the organisation making possible for local organisations which are working to
give education to children, feed the hungry children, give training to people with job skills. It is
the biggest crowdfunding community which connects non-profits, companies and donors in

around every nation around the world. It makes possible for organisations that are local for
accessing the funds, tools and training and support they may need for becoming more efficient.
Competitor analysis of GlobalGiving
Comparing to GlobalGiving, there are competitors like OneCause and Little Green Light.
Mission of OneCause is to be committed for helping cause driven companies which can amplify
their message and raise funds with easy usable fundraising solutions. There is commitment of the
company for driving innovation in non-profit sector.
The brand identity is of being data driven and one producing reports of industry benchmarks for
helping non-profits for improving strategy of fundraising.
The values of the company is letting their values inform them and motivate to achieve their
objectives. The values are being passionate in their work, being curious to find new solutions and
being helpful in helping non profit clients of theirs succeed (Appau and Churchill, 2019).
OneCause provides product support like friendly specialists offering phone and e-mail support
with learning sessions that are collaborative, webinars, videos and knowledgebase which is
robust. There will be dedicated guidance for maximising fundraising all the year. Event
specialists of the company give support extra for fundraising event. Professionals of OneCause
help in raising fundraising by creation of true unique Giving Center websites, developing
scoreboards which are dynamic, setting the URLs which are customized and generating custom
reports which are additional. The teams provide services which are unparalleled to help in
arranging event smoothly by training staff on using technology, answering the guest and staff
questions and providing updates which are instant on proceeds of fundraising.
Mission: The aim of the company Little Green Light is to help non-profit organisations raise
funds.
Company’s values are driven with honesty and commitment to help out communities and local
non profits and provide them the best solutions (Bonomi, Ricciardi and Rossignoli, 2017).
Brand identity: Little Green light has its identity in form of logo in which little green light has
two graphic marks, wordmark and bulb icon. The wordmark and bulb are not used in proximity
with each other, neither has the icon to be locked with the wordmark.

Little Green Light offers search tools which are powerful for creation of custom reports
and sending personalised messages to the prospects. They have their donor management
software where personalised communication can be built and strengthened up. The mission of
the company is to make it easier for donors for contributing through an online form which is
customized. The company has services of custom reports where they can be created through
templates. There are constituent profiles through which relationship management with clients can
be done. Membership management is also taken care of. The company uses gift tracking and
goal tracking for managing major gifts and granting of proposals (Appau and Churchill, 2019).
Comparison
The competitors been compared to GlobalGiving show that the mission may be the same but
working processes of the companies are different. The competitors are more in online segment of
attracting donors, while GlobalGiving uses a more comprehensive approach. GlobalGiving is
more detailed in sustainable goal achievement than its competitors and provides some different
services like on job training for youth and caters to a diverse set of donations for different charity
purposes like wildfire fund, medical funds etc. GlobalGiving also has its way of saying their
messages through use of different pictures on website.
Brand current approach on societal issues
Global giving is the company that connects donors, non-profit and companies that are
operating in different parts of the world. It helps non-profit company in access and making best
use of training, funding and tools in order to provide support to community. It has been initially
started its operation 19 years back, have completed 29,949 project and performing functions in
more than 175 countries. Global giving has make use of Brand current approach that have certain
societal issues which can be illustrated as follows:
 Consumer based approach: It is one of the brand current approach that has been used
by the Global giving to create strong reputation and brand image of company in mind and
hearts of customers. So, it is approach that has been used by company that has focused on
identifying the type of customers and the appropriate services that they required to fulfil
their respective wants. Likewise, global giving is the company that connect people in
needs with people who care so that they have better lifestyle. Thus, on the basis of each