This is a branding and communication strategy framework and case example for NGOs to assess their mission messaging and positioning in the non-profit space and for fund-raising efforts. This volunteer team was led by Tony Tan (U. Michigan), Chair of the annual DUAL Ball and Executive Committee member of DUAL, in his and DUAL's charity, fund raising, and volunteer activities for their designated NGO for 2003, CARE. CARE is the Children-At-Risk-Empowerment, its activities and mission include empowering youth at risk. The documents and insights are generously shared by Tony and the DUAL alumni in the volunteer team.
See Branding & Communication Framework, Strategy & Approach. Download document
See Branding Case Study for CARE Download file