I lived on the East Coast for 18 years. Whenever I would meet someone for the first time, one of us almost always asked, “What do you do?” It felt like the question that would help us get to know the other person best. On some level, it would help us determine if we were interested in learning more. Based on quick information, we could categorize and define each other. It was, for better or worse, a value judgment.

When I moved to the Pacific Northwest, specifically the Portland Metro area, I noticed that the standard issue getting-to-know-you question differed. Instead of asking what one does, everyone asked, “Where do you live?” You see, for many people here in Portland, the neighborhood you live in says more about you than the work you do—at least when it comes to judging whether someone is worth talking to or not.

In one instance, I was at a party in Seattle and was introduced to a stranger by a mutual friend: “Hey Mike, this is Todd. He’s from Portland, too.” When I told this new potential friend that I lived in Clackamas (a suburb only about a mile from the official Portland limits) he coldly replied, “You don’t live in Portland,” mumbled something about finding the appetizers, and walked away.

For better or worse, people make value judgments on things that don’t actually hold much value. In this case, Mike and I never got to know what we might have had in common on a deeper level—kids, music, favorite local restaurants—because I “failed” his zip-code test.

When it comes to nonprofit organizations, people also make quick judgments about the heart of the organization by glancing at the superficial. But by fine-tuning your identity, you can effectively communicate the value, effectiveness, and impact of your work.

It’s similar when it comes to outlining your nonprofit’s brand identity.  There are several key elements you need to establish to make a cohesive whole:

Your nonprofit name:

Boiling your nonprofit’s mission down to a single name can be challenging. You want your name to be memorable, reflective of your work, and resonant with your audience—that’s a big ask of just a few words.

However, many nonprofits have found a name that is just right for their organization. Take Gen KIND, for example. The nonprofit, which hosts projects and campaigns that support America’s youth, chose a name that reflects its focus on generosity and bolstering the next generation.

Your logo and visual identity:

Your nonprofit’s logo visually portrays your brand identity, including your name and color scheme. It should be a symbolic representation of your work without the clutter of too many details or distractions. Helping Education’s logo, for example, is a green apple beside its name—clean, focused, and easy to recognize.

Consistency is important to a logo, but variations will help you adapt your design to different placements across your website, social media, and other collateral.

Your Organizational Core Messaging:

Your nonprofit needs a core messaging document to ensure that all of your content is clear, consistent, and compelling. Every donor relationship starts with introducing them to your organization, so condensing your complex work into easy-to-understand messaging ensures this introduction is as engaging as possible.

NCVAN’s “About” page is an outstanding example of a nonprofit with solid core messaging that confidently shares its mission, history, and core values.

Your Brand Voice and Personality:

If your nonprofit were a person, what would it be like? The answer could be the key to your organization’s ability to nurture loyal, lasting relationships with donors. The more approachable you are in your donor communications, the more connected they’ll feel to your identity as a whole.

Take Hood Code for example. This youth coding program connects with donors in a tone that is friendly, inspired, and most of all authentic. Remember to let your personality shine through in your voice.

Your Fonts and Typography:

If this post were published in Comic Sans, there’s a good chance you wouldn’t have made it this far. Just as a person’s handwriting can reveal a lot about their personality, your nonprofit’s typography has the power to reflect your distinct identity and how you want your donors to feel when they come across your content. We paid careful attention to the personality of various fonts when we landed on “Anek Bangla” for Helping Education’s website headlines. It reads both versatile and bold—just like the organization.

Serious or playful? Modern or stuffy? That’s all within the capacity of a serif or bold typeface.

Your Unique Color Palette:

Studies show that color can influence up to 90% of first impressions. Your color palette communicates more than your taste. If asked to associate a mood with a color, you’d likely choose a very different color to represent peace than you would to convey passion.

Consider how you use colors to express your organization’s personality and how you want your audience to feel.

Conclusion

If fundraising and outreach is a dinner party with strangers, your branding is your organization’s answer to “What do you do?” and “Where do you live?” It might seem superficial, but your look is the firm handshake that assures, “Don’t make an excuse about looking for the appetizers. We’re worth getting to know.”