Brand Positioning & Donor Strategy Development

ANBA lacks a clear, cohesive brand and marketing strategy to guide donor acquisition and retention. While the organization has a strong mission, long history, and demonstrated impact, its messaging and fundraising efforts are not strategically aligned or targeted to priority donor audiences. As a result, ANBA is not well positioned to grow the private donations needed to offset declining public funding. This project will establish the strategic foundation to align future marketing, website, and fundraising initiatives.

Project Scope
In scope:
• Brand positioning and donor value proposition
• Donor segmentation and prioritization
• Core messaging framework
• Strategic roadmap for future fundraising and marketing initiatives

Out of scope:
• Website redesign or development
• Visual identity or logo design
• Campaign execution
• Ongoing brand management

Key Tasks
• Review ANBA’s mission, programs, history, and existing marketing materials
• Conduct interviews with board and staff, participant and family stakeholders
• Clarify brand positioning and donor value proposition
• Refine and prioritize individual and corporate donor segments
• Develop a core messaging framework aligned to donor motivations
• Create a strategic roadmap to guide future fundraising and marketing efforts

Deliverables
• Brand positioning and donor value proposition
• 3–5 prioritized donor personas with messaging guidance
• Core messaging framework usable by staff and board
• 12–18 month marketing and fundraising strategy roadmap
• Strategic recommendations to inform future website and campaign work

Desired Volunteer Skills
• Marketing or brand strategy
• Fundraising or donor engagement strategy
• Experience with nonprofit or mission-driven organizations
• Comfortable collaborating with executive leadership and boards

This project will establish the strategic foundation to align future marketing, website, and fundraising initiatives.

This project will establish the strategic foundation to align future marketing, website, and fundraising initiatives.

Success Metrics
• Board and leadership alignment around a clear brand position
• Defined and prioritized donor segments with tailored messaging
• A documented strategy actively used to guide fundraising and marketing decisions
• Clear next-phase recommendations approved for implementation