Case Study
Basic Needs
Basic Needs (BN) uplifts those who have encountered hardship by providing barrier-free access to basic needs via our nutritious and fresh food market, affordable and high-quality thrift shop, and a borderless metro area social services referral network to build a stronger community focused on equity, inclusion, and sustainability.
At A Glance
Challenges
Address an unclear brand voice and emotional disconnect with stakeholders
Rectify the inconsistencies in brand Identity
Leverage the untapped business community
Formulate a defined strategy for the board
Strengths
Community longevity, 27 years
Mighty offering and impact serving 82 zip codes
Excitement around the launch of the new BN’s Food Market
Commitment from the executive director, board, and volunteers to implement change
Outcomes
Outcome 1
For BN, crafting a distinct voice and identity was pivotal in forging deep connections with the community, establishing trust, and conveying its mission, vision, and key messages to stakeholders. This approach helped them resonate more profoundly with their audience and strengthened their credibility, ensuring their values and goals are understood and embraced.
Outcome 2
Enhanced communication with donors in phone calls and email paved the way for more robust and trust-filled connections between BN and its supporters. It empowers them to keep donors in the loop about the tangible impacts of their contributions and progress and to gain insights into their needs and preferences. This knowledge permits more personalized and effective engagement strategies, fostering a deeper partnership.
Outcome 3
BN is taking its fundraising and sponsorship game to new heights by forging partnerships with businesses across the 82 zip codes where their clients reside. This innovative approach opens doors to a vast network of potential donors and champions, significantly boosting BN’s visibility and reach. Highlighting these businesses' positive impact on BN's clients has sparked a spirited sense of competition, encouraging more companies to get involved. Moreover, engaging with the business sector brings in crucial funding and donations and offers expertise that can propel BN towards fulfilling its mission more effectively. For example, creating a new sponsorship packet showcased BN's sponsorship opportunities and emphasized why businesses should contribute, using detailed statistics to show the rising number of families served monthly. This approach underscores the escalating financial need in the community, offering potential sponsors a deeper insight and a solid rationale for their support, extending beyond merely participating in a fundraising event.
Outcome 4
Revamping the BN fundraising approach streamlines how they allocate time and resources, creating a more cohesive strategy. The first step in this endeavor involved phasing out smaller, less effective fundraising activities to focus on two larger, more unique, and captivating events that reach beyond their surrounding suburban community. By extending its presence into the metro area, BN aims to elevate its brand visibility, highlight the significant impact of its work, and draw in a broader circle of individuals and businesses eager to support its cause.
Outcome 5
Performing strategic planning with the board of directors was crucial for ensuring alignment between organizational goals and members' expertise and perspectives in BN. It fostered a sense of ownership and commitment to BN’s mission and vision. It provided valuable insights and strategic guidance from the diverse backgrounds and experiences of board members, leading to more informed decision-making and successful outcomes.
