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Mission-Based Branding and Strategy for Non-Profits

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California State University Dominguez Hills

1000 East Victoria Street

Welch Hall WH 142

Carson, CA 90747

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What makes your organization or business stand out from the crowd? If your organization faced a financial crisis how would you prioritize your budget cuts? How do you best strategize next steps for the development of new programs or products?

Many entrepreneurs and non-profit founders underestimate the power of a strategic mission statement as a guiding principle in their organization. The foundation you set with your mission statement can define the future of your organization. Understanding and articulating your organization’s mission is the single most important part of your initial business plan.

The Entrepreneurial Academy offers one evening, 3-hour workshop exploring how mission and strategy go hand in hand, and how to write the kind of mission statement that paves the way for future success. Both non-profit and for-profit organizations will find value in developing a mission-based brand. Founders writing their first business plan will gain insight into how their organization’s mission will shape their business practices. Current executive directors will have the opportunity to re-evaluate the success of their current mission statement and rebrand for better strategic planning.

The workshop will include opportunities for collaboration and group discussion. Attendees will analyze both case studies and branding material from their own organization.

Topics Description

1 – Mission and Program Development

Discover how a strategic mission statement guides your program and product development. Explore how long-term strategic planning, grounded in your organization’s mission, will lead to a healthy, sustainable business model.

2 – Mission and Financial Strategy

Understand the connection between mission and financial strategy. See how a strategic mission statement will carry your organization through financial challenges and promote organizational growth at a healthy pace.

3 – Mission and People

Assess how your mission statement defines the population you serve and identifies the right employees and partners for your organization. Explore how staff, volunteers, and board members need to understand and articulate your organization’s mission.

4 – Mission and your Competition

Find how your unique niche can give you a competitive edge. Even non-profits have competitors, particularly when competing for foundation funding and corporate sponsorship. Learn how your mission statement and theory of change can tell a story that inspires others to choose your organization over another non-profit.

Instructor Bio: Rebekah Kellaway is a non-profit founder with over 10 years of experience managing a successful arts education non-profit. Rebekah received a B.A. in Elementary Education and a teaching credential from Biola University. In 2008, Rebekah combined her love for education and the performing arts and established Haven Academy of the Arts. Haven Academy has produced over 50 musicals and currently serves over 800 students annually. As an educator, Rebekah is passionate about more than just mentoring the next generation of young performers; she also mentors other non-profit founders, focusing on branding, strategic planning, and program development.

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California State University Dominguez Hills

1000 East Victoria Street

Welch Hall WH 142

Carson, CA 90747

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