What does a nonprofit brand transformation look like when a 115-year-old organization like the NAACP decides to rethink everything from storytelling and digital strategy to fundraising and internal alignment, during a global pandemic?
At the SubSummit Conference, the largest gathering of subscription businesses in the U.S., Trovon Williams, SVP of Marketing & Communications at the NAACP, shared how they led a successful nonprofit brand transformation to become a more agile, digital-first, and solution-focused movement. In a live recording of Missions to Movements, Trovon revealed lessons any nonprofit (or even for-profit) can apply.
Adversity sparked a nonprofit brand transformation
The pandemic forced the NAACP to confront a tough reality: traditional methods wouldn’t keep pace. Leadership empowered the marketing team to lead a bold nonprofit brand transformation. This included launching digital tools, embracing monthly giving, and turning “what ifs” into actionable campaigns.
Without the urgency created by the pandemic, these changes might have taken years. Instead, the crisis ignited what Trovon called “a fierce urgency of now,” driving swift innovation.
Lead with solutions, not problems
A core part of the NAACP’s nonprofit brand transformation was changing how they engaged supporters. Instead of focusing on what’s broken, they highlight what donors help fix.
“If we lead with what you’re helping to solve, you feel empowered, and then we can bring you along to understand the problem,” Trovon shared.
This shift transforms giving from a transaction into an investment in real, ongoing impact.
Inside storytelling: Aligning teams for transformation
Rebranding isn’t just external. Trovon emphasized the role of “inside baseball” in their nonprofit brand transformation: aligning leadership and staff through data, internal campaigns, and redefining advocacy to include digital actions like retweets.
Educating internal teams cleared the way for confident, faster innovation externally.
Building sustainable giving journeys
Monthly donors have always been vital, but the NAACP’s nonprofit brand transformation focused on mapping intentional supporter journeys—from first donation to membership and advocacy.
Trovon noted that while donor journeys might not seem glamorous, they’re critical for turning first-time donors into long-term sustainers.
Thought leadership fuels transformation
Speaking engagements and podcasts became essential tools in the NAACP’s nonprofit brand transformation. Trovon encouraged leaders to share authentic stories through webinars, panels, and podcasts.
“People support the NAACP because they care about the work, but many also support it because they’ve heard from me directly,” he explained.
Authentic partnerships beyond sponsorships
A sustainable nonprofit brand transformation includes authentic, long-term partnerships. The NAACP’s collaboration with Ben & Jerry’s, built around shared social justice values, shows how alignment deepens impact.
When starting conversations, Trovon recommends asking partners what challenges they face and exploring solutions together—instead of leading with a sponsorship pitch.
Using content to deepen donor engagement
As part of its ongoing nonprofit brand transformation, the NAACP is investing in rich, multimedia storytelling through NAACP Plus. Projects like “Beyond the Gates” on CBS and the upcoming Stupid Laws Podcast blend civic education and entertainment to keep supporters engaged.
This approach helps donors see exactly how their contributions fuel real change.
Key takeaways for nonprofits & purpose-driven brands:
- Lead with solutions, not problems
- Build donor journeys, not just transactions
- Align internal teams before external campaigns
- Embrace thought leadership and storytelling
- Seek consistent, authentic partnerships
- Use content and podcasts to deepen connection and trust
