Jan 15, 2026

5 Steps to Rebrand Faith-Based Nonprofits

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Rebranding a faith-based nonprofit can feel daunting, but it’s a powerful way to align your identity with your mission and attract new supporters. Done right, it can increase donations, improve engagement, and clarify your message. Here’s a quick breakdown of the process:

Step 1: Review Your Current Brand
Audit your logo, messaging, and materials. Gather feedback from donors, volunteers, and staff to identify gaps or inconsistencies.
Example: Catholic Charities of Middle Tennessee updated their logo and website after finding their visuals outdated.
Step 2: Set Clear Goals
Define your mission, vision, and measurable outcomes. Use the SMART framework (Specific, Measurable, Achievable, Relevant, Time-bound).
Example: Lutheran Social Services aimed to attract younger donors and doubled online donations within four years.
Step 3: Build Your New Brand Identity
Update visuals (logo, colors, typography) and messaging to reflect your mission. Create a style guide to maintain consistency.
Tip: Work with branding experts for a professional touch.
Step 4: Plan Your Rollout
Audit all brand touchpoints (website, social media, signage). Prioritize updates and phase them to manage costs.
Example: Catholic Charities phased their rollout to maintain donor confidence while spreading costs.
Step 5: Launch Your New Brand
Start internally with staff and volunteers, then announce publicly with teasers and updates across all platforms. Honor your organization’s history while explaining the changes.

Rebranding is more than a visual update - it’s about presenting your mission clearly and effectively. With a structured approach, you can strengthen your connection with supporters and position your nonprofit for growth.

5-Step Process for Rebranding Faith-Based Nonprofits

How to Effectively Brand Your Nonprofit to Communicate Your Mission

Step 1: Review Your Current Brand

Before diving into a rebrand, it’s essential to take stock of where your organization stands today. This means closely examining every aspect of your brand - from visual elements like your logo and color palette to the way people perceive your mission and messaging.

Run a Brand Audit

A brand audit is essentially a deep dive into your organization’s identity and how well it aligns with your mission. As brand strategist Chris Fulmer explains:

"A brand audit is a tool that confirms if your brand reflects your mission".

To get a full picture, assemble a cross-functional team that includes members from marketing, communications, programs, the board, and even volunteers. Together, review every platform and material where your brand shows up - your website, social media profiles, email templates, brochures, event signage, and direct mail.

It’s also crucial to gather feedback from the people who engage with your organization. Survey your donors, volunteers, staff, and the communities you serve to understand how they perceive your brand. Keep in mind that survey response rates typically fall between 10–20%, so you’ll need to cast a wide net. Additionally, dig into your marketing analytics to uncover patterns: Which emails get opened? Which website pages draw the most traffic? Which social media posts spark the most interaction? Low engagement in certain areas could signal that your messaging isn’t hitting the mark.

For example, Catholic Charities of Middle Tennessee conducted a brand audit in 2019, led by Executive Director Judy Orr and strategist Jenni Ohnstad. Their findings were eye-opening: their logo was difficult to read, the name "Catholic Charities of Tennessee" caused confusion with other branches, and their outdated 17-year-old website no longer met their needs. These insights fueled a rebrand that ultimately boosted donations across the board.

The insights from your audit will help you identify areas that need attention.

Find Problem Areas

Once you’ve gathered your audit results, it’s time to dig into the details and identify gaps or inconsistencies. A common issue is messaging that lacks cohesion - different teams might interpret your brand in ways that stray from your core mission. If what you’re saying internally doesn’t match what you’re communicating externally, it’s a clear signal that your branding needs realignment.

Take a hard look at your visuals as well. Do they still reflect your mission and resonate with today’s supporters? For instance, in 2010, the YMCA rebranded itself as "the Y" to better represent its dedication to inclusivity, serving people of all genders, religions, and backgrounds - not just young men.

Accessibility is another critical factor. Ensure your brand’s colors provide enough contrast for those with vision impairments, and check that your typography is legible for all age groups.

Lastly, compare your brand to similar faith-based nonprofits in your space. If your organization blends in rather than standing out, you might be losing opportunities to connect with potential supporters. The ultimate goal of your audit is to determine whether your brand effectively communicates what makes your mission distinct and why people should support it.

Step 2: Set Clear Rebranding Goals

Before diving into the rebranding process, it’s essential to define clear goals. As Geist*Studio aptly says:

"A great rebrand doesn't reinvent your soul – it reveals it, with more clarity and conviction".

Define Your Mission and Vision

Your mission statement serves as the cornerstone of your rebrand. It should clearly articulate the problem you’re addressing, why it matters, and how your organization provides a solution. If it feels generic, take the time to refine it so it highlights what makes your organization stand out.

For example, when Abstract Union collaborates with faith-based organizations, they focus on aligning branding efforts with the ministry’s role in "kingdom building" and its connection to God’s will. This ensures the brand remains true to its spiritual foundation.

Take Catholic Charities as another case. Between 2019 and 2022, they updated their tagline from "Acts of Goodwill and Kindness" to "Love, Hope, and Healing." This shift not only captured their mission more effectively but also helped increase donations.

Engaging stakeholders early is crucial. Lutheran Social Services involved staff, board members, donors, and volunteers during their 2017 rebrand, which led to an impressive 84% stakeholder approval rate.

Once your mission is clearly defined, the next step is to set measurable goals that align with your rebranding efforts.

Create Measurable Targets

After refining your mission and vision, it’s time to establish specific, measurable goals. The SMART framework can help here: make sure your goals are Specific, Measurable, Achievable, Relevant, and Time-bound. Avoid vague objectives like "increase awareness." Instead, focus on actionable targets.

For instance, Lutheran Social Services set precise goals for their rebrand, including shifting public perception from "traditional" to "innovative", attracting younger donors as their existing base aged, and boosting digital engagement. These efforts paid off, with a 35% increase in website traffic and a doubling of online donations.

It’s helpful to break your goals into short-term and long-term categories:

Short-term goals might include updating email templates within three months, launching a reveal video, or applying for 10 grants using your rebranded materials.
Long-term goals could involve doubling your donor base over three years, expanding into new regions, or increasing website traffic by 50%.

Goal Type	Timeframe	Examples for Faith-Based Nonprofits
Short-Term	Weeks to months	Update email templates; launch reveal video; apply for 10 grants
Long-Term	1–10 years	Double donor base; expand to new regions; increase website traffic by 50%

Tracking the right metrics is essential. Financial indicators like total donations, average gift size, and membership growth can provide valuable insights. Engagement metrics, such as social media interactions, email open rates, and website traffic, are equally important.

During AfricAid’s 2024 rebrand to "Daring Girls", Executive Director Jessica Love used Google surveys to test the new name with mentors and donors. Feedback was split evenly among positive, negative, and neutral responses. However, these insights helped sharpen their messaging, ultimately turning mentors into key advocates for the rebrand.

Step 3: Build Your New Brand Identity

Now that you’ve set clear goals in Step 2, it’s time to create a visual and verbal identity that truly reflects your mission. This step is all about shaping how your organization presents itself to the world - both in how it looks and how it communicates. A strong identity not only aligns with your faith-based mission but also connects with your supporters in meaningful ways.

Create Visual Elements

Your visual identity should immediately communicate your mission and values. This includes your logo, color palette, typography, and imagery style. Research shows that 93% of nonprofit leaders believe a strong brand identity boosts donor engagement, and 68% say it increases volunteer interest.

Before diving into design, start with a brand strategy session. For instance, Catholic Charities of the Diocese of Nashville worked with designer Jenni Ohnstad on a thoughtful rebranding process they called a "slow rebrand." They updated their logo to eliminate geographic confusion, simplified hard-to-read imagery, and adjusted letter spacing for better clarity. Reflecting on the results, Executive Director Judy Orr shared:

"Jenni's work on reimagining the visual identity for our agency was invaluable... I am thrilled with our new look and the renewed energy it helps give to the whole organization".

This rebranding effort led to increased donations across all levels and reinvigorated the staff’s enthusiasm.

Color psychology plays a big role in how people perceive your organization. For example, blue often conveys calmness, trust, and dependability, while green can evoke growth or environmental care. Similarly, bold, angular fonts suggest professionalism and seriousness, whereas lighter, rounded fonts feel more approachable and friendly.

Once your visual elements are finalized, create a brand style guide. This document should include details like color hex codes, font families, logo variations, and guidelines for imagery. A style guide ensures your branding stays consistent across all platforms and materials.

Define Your Messaging and Voice

Your organization’s messaging and voice are just as important as its visuals. This includes your name, tagline, tone, and the language you use to connect with supporters. These elements should reflect your faith-based mission while resonating emotionally with your audience.

Start by identifying a few key adjectives that describe your organization’s voice. These descriptors can help guide your written content and determine whether you use phrases like “help” or “partner with,” depending on the tone you want to convey.

Your tagline is another essential piece. It should clearly articulate your mission and strategy. For example, Catholic Charities updated their tagline from "Acts of Goodwill and Kindness" to "Where there is need, we bring love, hope, and healing." This change better aligned with their mission of resilience and faith-driven values.

Consistency is key. Involve your board members, staff, donors, and volunteers in shaping your messaging. When everyone is on the same page, they can become authentic ambassadors for your new identity. Once your tone and style are established, consider working with professionals to fine-tune your messaging.

Work with Branding Experts

While some nonprofits attempt to rebrand on their own, partnering with branding experts can make the process smoother and more effective. These professionals bring an objective perspective and can help you identify gaps in your current strategy.

Branding consultants often lead focused strategy sessions - usually about two hours long - to clarify your organization’s purpose and create a “brand map.” This map outlines your ideal audience, brand voice, and overall personality. They can also help you decide whether your rebrand requires a full transformation ("revolution") or a more subtle update ("evolution"), ensuring you don’t alienate your existing community.

When selecting a consultant, ask to see portfolios of their past nonprofit work and clearly outline your non-negotiables to streamline the creative process.

For nonprofits with revenues between $1 million and $20 million, Share Services offers tailored branding and messaging solutions. Their Strategy Retainer ($3,500/month) provides access to a dedicated strategist, weekly strategy sessions, project management, and KPI tracking. Their Monthly Project Budget ($3,000/month) covers everything from graphic and web design to copywriting and conversion optimization. This hands-on approach ensures expert guidance throughout your rebranding journey.

As Javan Van Gronigen, Founder and Creative Director of Fifty & Fifty, puts it:

"Experts in branding know what makes donors tick and new visitors click. They'll be able to guide you and transform your brand into one that donors and prospects love".

With your brand identity polished, you’ll be ready to plan a strategic rollout in the next step.

Step 4: Plan Your Rollout

After defining your new identity and strategic goals, it’s time to focus on the rollout. This step ensures a seamless transition for both your internal teams and your public audience. With your refreshed identity ready, it’s crucial to plan its introduction thoughtfully.

Identify All Brand Touchpoints

Start by auditing every place your brand appears - both online and offline.

Digital touchpoints are often the most urgent since they’re typically the first interaction new supporters have with your organization. Think about your website (logo, favicon, color scheme, SEO meta-descriptions), social media profiles (headers, bios), email signatures, mobile apps, and digital materials like brochures or flyers. If your organization livestreams services or events, don’t forget to update video lower thirds, sermon overlays, podcast intros/outros, and channel art for platforms like YouTube or Spotify.

Physical materials require extra attention due to potential printing costs. Key items include lobby signs, directional signage, stage visuals, roadside banners, business cards, letterhead, offering envelopes, visitor packets, curriculum for children's or youth ministries, Google My Business listings, vehicle wraps, and local advertisements.

Outdated materials should be addressed first. To manage this process, create a spreadsheet that categorizes each item by priority. Public-facing materials like your website and signage should take precedence, while internal administrative items can follow.

Once you’ve identified all touchpoints, set a clear timeline and budget for the rollout.

Create a Timeline and Budget

Rebranding takes time, so a phased approach is often the best route. Faith-based nonprofits, in particular, benefit from spreading costs over time and gradually introducing changes to avoid overwhelming their community.

For example, Catholic Charities successfully used a phased approach to manage costs while maintaining donor confidence.

Your timeline should also account for technical requirements. For instance, website domain migrations and content updates can take up to 72 hours to propagate. Schedule your official launch at least three days after making these updates. Additionally, consider a “warm-up” period of four to six weeks before the public launch to educate your community about the reasons behind the rebrand.

Budget considerations will vary depending on whether you’re making a complete overhaul or a more subtle update. If resources are limited, prioritize updating digital assets first - your website and social media serve as your “digital front porch” for newcomers. Physical materials like signage and brochures can be replaced as funds allow or as they naturally reach the end of their lifecycle. Designer Jenni Ohnstad offers this advice:

"Leaving too many visible reminders of the old brand can be confusing for your audience, so try and budget to replace those that are public-facing as soon as possible".

To ensure consistency, consider enlisting expert support during the rollout.

Before going public, hold an internal training session for your staff and volunteers. They need to fully understand the new brand story and language so they can confidently represent the changes to your community. A coordinated effort like this helps ease the transition, ensuring your audience embraces the new identity while reinforcing the narrative behind it.

Step 5: Launch Your New Brand

Now that you've fine-tuned your brand identity and mapped out a solid rollout plan, it’s time to unveil your new brand to the world.

Start with Internal Teams

Begin by sharing the news with your staff and volunteers - they’re the backbone of your organization and will play a crucial role in championing the new brand. Host a focused training session to introduce the updated visual identity and the mission it represents. For example, during their 2019–2022 rebrand, Catholic Charities of Middle Tennessee organized a formal presentation for their board and staff. Executive Director Judy Orr expressed the impact of this approach:

"I am thrilled with our new look and the renewed energy it helps give to the whole organization."

Equip your team with clear talking points, brand guides, and an overview of the rebranding process. Faith-based groups might consider unveiling the new brand during a special "Launch Sunday" service, accompanied by a sermon series that ties into the brand's mission. Distributing branded merchandise early on can also help build excitement and a sense of connection.

To ensure everyone feels heard and involved, provide opportunities for feedback through forums or anonymous surveys. As Deborah Evans of Luminate Communications emphasized:

"Staff will be your brand champions, so launching internally before externally ensures employees feel in the know, vesting them in the new brand."

Once your internal teams are aligned and energized, you’re ready to take the message to your wider community.

Announce to the Public

With your internal team on board, it’s time to introduce the rebrand to your loyal supporters and the public. Start with a "first look" email to your core audience, then expand the announcement across various channels. Use email campaigns, social media, website updates, and even direct mail to ensure your message reaches everyone.

Create buzz with a 4–6 week warm-up period. Teasers like blurred images of the new logo or countdown graphics can build anticipation and curiosity. For maximum engagement, plan major announcements for Thursdays or Fridays when audiences are more receptive.

Update your logo, colors, and messaging across all platforms to maintain consistency and avoid confusion. Deborah Evans underscored the importance of this step:

"A brand is the entire essence of an organization and if it is not launched correctly, all that hard work will simply lead to confused and frustrated audiences."

While you’re introducing the new identity, don’t forget to honor your organization’s history. Share the story behind the rebrand, focusing on how the updated identity better supports your mission while respecting the legacy that brought you here. Remember, it can take up to six months for your audience to fully embrace the changes. Keep communication flowing well beyond launch day by sharing ongoing success stories and reinforcing your message over time.

Conclusion

Rebranding a faith-based nonprofit takes careful planning and thoughtful execution. By following the outlined steps - evaluating your current brand, setting clear objectives, crafting a fresh identity, planning an effective rollout, and launching with intention - you can create a stronger connection with your audience and amplify your mission’s reach.

Take Lutheran Social Services as an example. After their rebrand in March 2017, they experienced a 35% increase in website traffic and managed to double their online donations within four years. Additionally, a stakeholder survey revealed that 84% of respondents responded positively to the new name, and over 60% said it improved their understanding of the organization’s overall impact. As R. Trent Thompson, President of Thompson & Company, aptly said:

"A strong brand helps people understand what you do, why it matters, and how they can help. More than that, your brand is the promise you make to your audience".

Rebranding is not a quick fix - it’s a long-term investment. The results of your efforts will unfold over years, not months. Your brand must also adapt over time to stay aligned with your growing mission. A structured approach ensures the process remains cost-effective, minimizes disruption to your existing audience, and allows your community to embrace the changes at a steady pace. These efforts set the stage for your organization’s continued growth and evolution.

If the process feels overwhelming, seeking expert assistance can make a world of difference. Organizations like Share Services specialize in guiding nonprofits with revenues between $1–$20M through the complexities of rebranding, ensuring the process stays true to your mission while delivering impactful results.

Ultimately, rebranding is more than just a visual refresh - it’s a renewed commitment to your community. With the right strategy and support, your faith-based nonprofit can deepen relationships with donors, attract new supporters, and create lasting change.

FAQs

How can a faith-based nonprofit rebrand while staying true to its mission?

To ensure a rebrand stays true to its spiritual mission, a faith-based nonprofit should start with its mission statement. This serves as the cornerstone of the brand. Begin by reviewing all existing materials - logo, tagline, website, and social media - to see if they genuinely reflect the organization’s core beliefs. If inconsistencies emerge, refine the mission and values into concise, memorable language that clearly demonstrates how spiritual principles shape the nonprofit’s work.

From there, set clear, measurable goals for the rebrand. For example, aim to increase donor retention by 15% or launch a redesigned website that prominently showcases the updated mission. Create a detailed plan to update visuals, messaging, and materials across every platform, ensuring everything aligns seamlessly.

Engage staff, volunteers, and supporters throughout the process to maintain a sense of authenticity. Collaborating with experts like Share Services can also be invaluable, offering tailored strategies to translate theological values into impactful branding while keeping the spiritual mission front and center.

What challenges do faith-based nonprofits face when rebranding?

Rebranding can be a tricky process for faith-based nonprofits, often bringing unique challenges to the table. One of the biggest hurdles? Emotional attachment. Long-time staff, volunteers, and donors often feel deeply connected to the existing logos, colors, and messaging. Changing these elements can stir up resistance, making it essential to approach the process with clear communication and thoughtful leadership.

Another challenge is limited resources - both in terms of time and budget. Nonprofits are usually stretched thin, balancing urgent program needs while trying to justify the costs and effort required for a rebrand. Convincing the board to approve such an expense can also be tough, especially when the immediate focus is on mission-critical goals rather than a branding refresh.

Perhaps the most delicate balance lies in modernizing without losing identity. A rebrand that feels too secular or distant from the organization’s spiritual mission can alienate the very supporters and donors who form its backbone.

This is where partnering with experts like Share Services can make all the difference. Their experience in nonprofit branding and fundraising offers a structured approach, helping faith-based organizations update their image while staying firmly rooted in their mission and maintaining the trust of their community.

How does rebranding help faith-based nonprofits engage donors more effectively?

Rebranding offers faith-based nonprofits a chance to present a clear and unified identity that reflects their mission and values. Elements like a thoughtfully designed logo, a consistent color scheme, and a cohesive tone across platforms - whether it’s a website, social media, emails, or printed materials - help establish trust and build an emotional connection with donors. When supporters can easily grasp an organization’s purpose, they’re more likely to feel confident sharing its story with others.

A refreshed brand can also breathe new life into donor relationships. It can reawaken interest among lapsed donors, inspire current supporters to deepen their involvement, and draw in new audiences who connect with the updated message. When combined with strategies like personalized outreach, engaging storytelling, and digital fundraising tools, rebranding can strengthen donor loyalty and boost contributions. Share Services specializes in guiding faith-based nonprofits through this process, helping them align their branding with effective donor engagement strategies to grow their mission and expand their reach.