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Unlock the full potential of your nonprofit’s brand. 

Many nonprofits get stuck on the same three questions: WHO they serve, WHAT they do, and WHY they're different. When those answers aren't clear, your outreach can be inconsistent, while your audience feels disconnected from your mission.

The Essential Nonprofit Branding Toolkit walks you through those questions with seven easy-to-use worksheets, built on Lidia's 25+ years of brand strategy work with hundreds of nonprofits. You'll finish with a clear brand foundation—PLUS a 30-minute coaching session with Lidia to turn it into action.

What You'll Learn

This toolkit helps you build a framework for your nonprofit's brand so every touchpoint feels consistent and engaging.

• Clarify WHO you serve, WHAT you do, and WHY you're different.
• Build audience personas so your messages speak to the people who matter most.
• Define a brand voice your whole team can use.
• Sharpen your mission and vision statements.
• Use your brand foundation to make marketing and fundraising materials more targeted.
• Leave coaching session with a checklist of at least three action items to focus on next.

Who This Toolkit Is For

This toolkit is perfect for you if:

• Your organization hasn't defined its brand yet.
• Your mission isn’t clear to your audience. 
• Your marketing materials feel scattered and inconsistent.
• Your organization has gone through strategic or organizational changes.
• You're no longer excited about your brand.

What's Inside

An introductory video explains how to use the toolkit and worksheets, while the seven guided worksheets (in Google Docs and PDF formats) help you build your brand foundation: 

1. Audience Persona Worksheet
2. Brand Differentiation Worksheet
3. Brand Voice Worksheet
4. Brand Emotion Worksheet
5. Mission Statement Worksheet
6. Vision Statement Worksheet
7. Branding Checklist 
8. 30-minute Coaching Session with Lidia

After you complete the worksheets, you may schedule your coaching session with Lidia (booked via calendar link) to review the worksheets and determine next steps. 

About the Author

Lidia Varesco Racoma is the author of the Essential Nonprofit Branding Toolkit and the founder and creative director of Lidia Varesco Design, a Chicago studio that has helped mission-driven organizations build stronger brands since 2000.

A Certified Brand Strategist with more than 20 years of experience, Lidia works with nonprofits, associations, and higher education on brand strategy, visual identity, and marketing design. Her work has earned GDUSA American Design Awards, and she was named a GDUSA Responsible Designer in 2024.

Lidia leads branding workshops and webinars for nonprofit professionals worldwide. Her motto is "Branding for All": every organization, no matter its size, deserves access to effective, strategic branding.

"The Essential Nonprofit Marketing Toolkit is the first place any nonprofit or should go if they want real bang for their marketing/branding buck!" 
— Sharon, Book Publisher & Coach