Course 3 of 5 · Planning System

Prove & Show: MEAL, Brand & Communications

Evidence, identity and voice · 3 modules · 35 lessons · 58 resources · about 11 hours · This course in the Evidence Library →

Evidence, identity and voice. Theory of Change → results framework → indicators → data → learning → decisions. Brand strategy, promise, voice, architecture, visual identity, guidelines and credibility. Strategy, audiences, messaging, ethical storytelling, channels, campaigns, community, reputation and measurement.

US$29 one-time · lifetime access · 35 lessons and reviews · about 11 hours.

Every lesson has a short video, the written explanation with examples, a guided exercise that saves into your organisation pack, and a sheet in the module’s Excel workbook.

Or get all five courses for US$109 and save US$36. Compare →

Course introduction

Course 3 · Prove & ShowVideo coming soon.

What you’ll build

3 modules, each opening to its lessons and the resources placed inside them.

Module 06MEAL: Monitoring, Evaluation, Accountability & Learning12 lessons · 24 resources

Turn your Theory of Change into evidence you can use. Build a results framework, define indicators with honest baselines and targets, collect data ethically, listen to the people you serve, evaluate what matters and use what you learn to make better decisions. The same principles apply to programme MEAL in nonprofits and to impact measurement in social enterprises and startups.

You create: MEAL Framework · Excel: Module-06-MEAL.xlsx

Open Module 06 →Module 06 in the Evidence Library →

Module 07Brand, Identity & Image9 lessons · 9 resources

Translate your mission, values and positioning into an identity people recognise and trust. Brand is what people expect from you and how you are recognised; it is the foundation that Module 8 uses to communicate and reach audiences.

You create: Brand Platform + Guidelines · Excel: Module-07-Brand-Identity-Image.xlsx

7.1Brand, marketing and communications15 min
7.2Brand strategy and promise20 min
- CoreThe Role of Brand in the Nonprofit Sector (Brand IDEA) · Stanford Social Innovation Review (Nathalie Kylander and Christopher Stone)Library →
7.3Brand personality, voice and tone20 min
- PracticalMailchimp Content Style Guide: Voice and Tone · MailchimpLibrary →
- CoreOxfam Inclusive Language Guide · Oxfam InternationalLibrary →
- Go deeperA Storyteller's Guide to Reframing Africa · Africa No Filter (Lerato Mogoatlhe; editor Liz Sparg)Library →
7.4Naming and brand architecture20 min
- PracticalMaking a Mark: An Introduction to Trademarks for Small and Medium-sized Enterprises · World Intellectual Property Organization (WIPO)Library →
7.5Visual identity20 min
- CoreUnderstanding Success Criterion 1.4.3: Contrast (Minimum) · World Wide Web Consortium (W3C) Web Accessibility InitiativeLibrary →
- PracticalContrast Checker · WebAIM, Utah State UniversityLibrary →
7.6Brand guidelines20 min
- PracticalCommunicating and raising EU visibility: Guidance for external actions · European Commission, DG International PartnershipsLibrary →
7.7Credibility and trust signals20 min
- Go deeperResearch into public trust in charities and trustees' experience of their role 2024 · Charity Commission for England and WalesLibrary →
- CoreGlobal Standard for CSO Accountability · Accountable Now and eight partner accountability networksLibrary →
7.8Brand consistency and governance20 min
7.9Your Brand Platform and GuidelinesModule review

Open Module 07 →Module 07 in the Evidence Library →

Module 08Marketing & Communications14 lessons · 25 resources

Communicate your work and reach the audiences your mission needs: the people you serve, communities, supporters, customers, funders, partners, volunteers, job applicants and the public. Build a communications strategy on your brand and your evidence, choose channels that fit, tell stories ethically and measure what actually helps.

You create: Communications Plan · Excel: Module-08-Marketing-Communications.xlsx

Open Module 08 →Module 08 in the Evidence Library →

Next: Course 4 · Protect →