Objective
Propapa Missions America, a sister 501c associate of Propapa Missions Honduras, required a complete re-branding to build and maintain awareness of the organization as a worthy non-profit dedicated to helping the poor in Central America. In order to increase volunteer and funding support, VPR Media & Marketing was contracted to carry out an evaluation of the organization and make recommendations for improvement.
Strategy
Intensive consultations were carried out with Propapa’s volunteers, Board of Directors and donors, to determine why the organization was not attracting the recognition, awareness, and funding required for the ongoing provision of services. This included a complete review of all previous marketing, communications, and development strategies. It was determined that a complete re-branding was required including a name change, to reflect the mission’s growing work, not only in Honduras but elsewhere in Central America. To ensure all key stakeholders including donors were fully on board with the re-branding process, VPR devised and executed numerous communications strategies throughout the process to keep them informed and interested, so as to give them a sense of ownership of the process. These included both traditional mailings ( many of the Mission’s supporters were elderly and not Internet savvy) and email blasts, as well as face to face meetings with Board members and other volunteers.
Result
The organization was rebranded as Grace the Americas to better reflect its mission and reach. VPR along with the contracted help of some of its preferred partners, designed a new logo, a new website, a new mission statement, and a new design for the organization’s hard copy newsletter, as well as developing an associated quarterly e-newsletter.
Since the rebranding, Grace the Americas is enjoying a substantial increase in volunteers and donor support.