Samira Rahimtoola attended a full day CSO Leaders’ Roundtable on ‘Branding for Sustainability’ organized by the NGORC on December 29, 2008, for various Pakistani NGOs. The session was aimed at enhancing the Knowledge of CSO leaders about branding concepts, tools and techniques and its applicability to Civil Society Organizations.
Key Learning: An organization’s identity is determined by how it delivers and communicates value to its key stakeholders. Consistent delivery and constant communication creates a very powerful asset for the organization, which is ‘a brand people reckon and identify with’. The same is true for CSOs’ in terms of the shared emotional perception stakeholders have in connection with the services offered by the CSO, thus creating a ‘nonprofit brand’. Branding when carried out effectively, eventually leads to long-term sustainability, as people are able and willing to relate with the social cause of the CSO and invest their time and money for the same.