Chapter 10Marketing, Communications, and Reputation

Through your marketing, communications, and reputation, you present your organization to the world. Your organization’s identity, brand, and reputation go beyond your mission. They showcase your value to the community and distinguish your organization from all others. The environment in which nonprofits and NGOs operate is on a 24/7, 365-day cycle. Staff, board members, and service users can opine on their experience with your organization in real time, and news of bad practices, critical incidents, and poor working conditions can instantly go viral.

Making the case for strongly managed messaging and reputation management goes beyond a risk framework. It is an essential organizational function ...

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