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The Business of NonProfit Branding

By Ray Baird

The leadership and stakeholders connected to The Volunteer Center of Orange County were confused as to what the non-profit organization stood for – they were unable to clearly articulate the purpose of their organization and the benefits they provided to the community. The organization knew they needed to take the necessary steps to undergo a transformation in order to express their story, vision and purpose effectively. In this week’s episode of Branding Business, Ray Baird sits down with Dan McQuaid, CEO of OneOC, to discuss the critical steps the non-profit took to rebrand itself. From getting buy-off from their board to how the non-profit engaged their internal and external audiences, Dan and Ray explore the strategic process that helped to increase the awareness and perception of this valuable organization.