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are you keeping your promise?




I recently worked on a project where a client asked us simply to freshen up their existing materials. The client was hoping that we would simply need to update the color palette and “make it pretty.” After the initial meeting, our creative team determined that the tone of the updated materials didn’t fit the overall objectives of the organization. We needed to dive deeper and create a new brand strategy.
 
A big part of this process was the messaging strategy. The story we wanted to share with their donors—and the heart of what we needed to communicate—was the brand promise. Our ultimate goal was to maximize long-term brand consistency by creating synergy across all of the organization’s materials. All of their marketing collateral—including the website, annual report and billboard campaign—would tell the same story and reinforce the promise.
 
A brand is much more than a logo or a slogan. It’s a promise. Even if you’re not selling a product you’re providing an experience. Living up to your audience’s expectations is how you deliver on your brand. The more value you deliver consistently, the stronger your brand. Look at the most successful brands and you’ll see they share one thing in common: they deliver on that promise every time.
 
Your promise lets your donors know what to expect for all of their interactions with your employees, work environment, services and company as a whole. Some companies utilize an emotional brand strategy:
 
Apple:  “Think different”—If we use their products, we will show how hip, cool and creative we are.
Red Cross: “Together we can save a life”—They’re making a difference and requesting that others reach out to make a difference, too.
 
While others include their brand promise in their slogan:
FedEx: “When it absolutely, positively has to be there overnight.”—Your package will get there overnight. Guaranteed.
Geico: “A 15 minute call can save you 15 percent or more on your car insurance.”—The promise is baked right in.
 
No matter how you communicate your brand promise, the most important thing is that you keep it, and make sure it’s reflected in every interaction you have with your donors. The last thing you want to do is be a “tease,” dangling a carrot and snatching it away. That’s an easy way to make your first engagement with a new donor your last.
 
Need help making sure your brand strategy is on target and keeping its promise? Contact us today!
 
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what's cooking at the farm
 
I love cooking for family and friends and I’m always trying something new in the kitchen. Each month, I share one of my favorite recipes, with an emphasis on seasonal foods you can find at your local farmer’s market.

The temperature is dropping and it’s getting dark much earlier. This means it’s time for comfort food and there’s nothing I like better than a big bowl of turkey chili. There’s a misconception that all chili has beans, but to quote Texas singer/songwriter Ken Finley, “If You Know Beans About Chili, You Know That Chili Has No Beans.” Of course, if you’re a fan of beans feel free to add them, but don’t blame me if your dinner table resembles the campfire scene from Blazing Saddles!

Turkey Chili
1 pound ground turkey, 85% lean
1 large yellow or white onion, chopped
Olive oil
1 packet chili seasoning (I like McCormick’s Original)—or make your own
1 can diced tomatoes, 15oz.
1 can diced green chiles
Kosher salt and freshly ground pepper to taste
Jalapeños, chopped finely (optional—if you like it spicy)

Directions
In a large skillet over medium high heat, sauté onions in olive oil until soft and translucent. Remove from pan and set aside. Over medium heat, sauté ground turkey until completely cooked. Add onions back into pan. Add tomatoes (including juice), spices and green chiles to the turkey and simmer over low heat for at least 20-30 minutes. The longer it simmers, the better it tastes!
 
Serve chili in bowls with cheese and sour cream and cornbread on the side. There’s no need to make it from scratch—I use either Krusteaz Honey Cornbread or Marie Callender’s mix. You can also get fancy and hollow out small loaves of sourdough bread and serve the chili in a bread bowl. Yum!

Chef’s note:  I usually make a big pot of chili and freeze half of it in small batches.
  
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get in touch

Cause Farm Creative is helping non-profit and cause-focused organizations attract more donors and attention. Contact us today to learn how we can help you grow!

310.470.1313

info@causefarmcreative.com
www.causefarmcreative.com


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Cheers!





Beth Goldfarb
Principal + Creative Director
beth@causefarmcreative.com

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