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What the “Best Kept Secret in Our Community” Really Means

What the “Best Kept Secret in Our Community” Really Means

by Carlo Cuesta | Apr 23, 2014 | Innovation

By Carlo Cuesta Recently, I broke a shoelace. I pulled the unbroken lace out of my other shoe and took a quick look at it to estimate its length. The lace looked like it was 16 to 18-inches long. That’s when I stopped myself. I knew my mind had played a trick on me....

Carlo’s Not-So-Secret Formula for Nonprofit Messaging

by Carlo Cuesta | Sep 9, 2013 | Branding and Communications

    For the last 12 years, I have been helping organization’s construct messages using a simple formula. It goes like this: your message = your promise + the incentive – the barrier Here’s how it breaks down… Your Promise — Simply,...

What Coughing Up a Lung Taught Me About Authentic Engagement

by Carlo Cuesta | Sep 9, 2013 | Branding and Communications

A few weeks back I ran a Ragnar. If you don’t know, a Ragnar is a 200-mile race that (in Minnesota) goes from Winona to the Twin Cities. There’s 12-people on a team and we travel in two vans, each taking a turn running three legs over 35-hours. This year,...

Nonprofit Branding: The Power of Your Principles

by Carlo Cuesta | Jun 9, 2013 | Branding and Communications

An environmental group that believes land conservation policy should be rooted in the best science available builds a base of supporters that deeply trusts the organization’s point of view.   A social service organization that believes volunteers can play a...

Nonprofit Branding – “Gilda’s Club” is More Than a Name

by Carlo Cuesta | Dec 2, 2012 | Branding and Communications

Nonprofit branding is more than a name or a slick tag line. In the November 29, 2012 edition of The Chronicle of Philanthropy there was an article about how a chapter of Gilda’s Club changed its name to the Cancer Support Community Southwest Wisconsin. The...
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