Organizational identity

CAPACITY BUILDING TOOLKIT FOR CIVIL  SOCIETY ORGANIZATIONS - Module 1
 

Organizational identity helps defining the unique values, mission, and goals of the organization, which is essential for effective operation. With a clear identity, the organization can communicate more easily with its target audience and supporters, increasing its credibility and commitment. Furthermore, a well-defined identity strengthens activities, makes the organization more attractive to donors, and contributes to sustainable development, as it allows the organization to adapt more easily to changing circumstances and needs.

Exercise

This exercise helps organizations consciously reflect on their unique values, communication, and positioning, especially from the perspective of fundraising. The initial questions encourage us to understand how our organization differs from others and how we can make our activities attractive to donors. The subsequent questions address the organization's external and internal communication, ethical foundations, sustainability, and the importance of brand building. The exercise helps clarify the organization's goals, strengths, and how to operate efficiently and ethically.

Considering the following questions may help
  • What makes YOUR organization unique and different from others?
  • What can you offer to make your activities appealing to a donor?
  • What is the message that makes donors choose YOUR organization?
 
During the exercise, it is also worth considering the following
  • How do we define our organization compared to others? In what ways are we similar?
  • How do we communicate our activities?
  • How do we view our target audience?
  • How and according to what ethical principles do we create our activities?
  • Who represents our organization, especially in relation to fundraising?
  • Who do we not accept donations or support from?
  • What are our realistic organizational goals?
  • What is needed to operate sustainably?
  • How should we approach organizational branding, including naming important projects?
  • Beyond differentiation, in what ways are we similar to other organizations?

 

 
Other sections within this module:

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