Christian Management Report
December 2004 Issue (Vol. 28, No. 6)
Focus: Branding
Title: What's in a Name?
"Christ is the visible image of the invisible God." —Colossians 1:15a, NLT
In this issue... we explore the issue of branding our ministries so it clearly and accurately communicates what we're really all about in positive and enduring ways. I'm reminded that branding is about much more than corporate names, logos and slogans; it's also about clearly living out our mission, vision and values in everything we do. ■ Sebastian Traeger gives us four key factors in building a strong brand for your ministry. David Baseler tells us about Avant Ministries' experience in changing its name and creating a new brand identity. Phil Mondy shares the graphic challenge in maintaining a clear and consistent branding image. And finally, Ann McKusick provides four ways to deepen your relationship with your donors by strengthening your brand identity. ■ Sarah Loehndorf introduces winners of the Best Christian Workplaces Awards in a new column for 2005, CEO Corner. In this issue we look at Whitworth College and how it has built a positive and productive workforce. "Nothing will undo your leadership faster," says President Bill Robinson, "than bad management." ■ A great example of lifelong learning is Olan Hendrix. Yet, in his article, he shares several things he would put more emphasis on if he had it to do over again. ■ Happy and fruitful reading.
—DeWayne Herbrandson, Executive Editor
Note: Unless stated otherwise, the Bible translation used throughout is the New International Version (NIV).
CONTENTS ∙ Christian Management Report (Vol. 28, No. 6, December 2004)
Ministry Profile
A Brand Makeover
How Avant Ministries Solved Its Identity Crisis
By David J. Baseler, Consultant, and Paul Nyquist, President, Avant Ministries
Changing the name of an organization that's been around for more than a century is no easy task, nor should it be undertaken lightly. In this article, the authors explain that a ministry's identity extends well beyond its name, and describe the steps that were taken to more clearly and concisely communicate its mission, vision and values.
Management Focus
What's in a Name?
Four Management Factors in Building a Strong Brand
By J. Sebastian Traeger, Chairman/Chief Strategy Officer, Christianity.com
Building a brand is a complicated process, but in this rapidly changing world it's extremely important. "Ministries, in particular," writes the author, "need to carefully think how to position themselves in a crowded marketplace of ideas to a limited pool of potential donors and an increasingly skeptical culture." He goes on to describe four important facets ministry managers need to address in order to develop a strong brand.
Fund Development
Living the Brand
Four Ways to Brand-share with Your Donors
By Ann McKusick, President, The Ann McKusick Company
It's the development team serving on the front line of donor relations who must "live the brand" of the ministry they represent. In this article, the author describes four important ways to do so: through consistent communication; personal contact and connection; listening to donor needs and expectations from the ministry; and well-planned, mission-driven events.
Marketing
Image Branding
The Graphic Challenge in Presenting a Clear, Consistent Message for Your Ministry
By Phil Mondy, Member/Client Services Team, The Elevation Group
Using Compassion International's experience as a case study, the author describes the graphic challenge involved in maintaining a clear and consistent branding image. He provides four principles that ministries struggling to do so should adopt: researching the audience; clarifying the ministry's identity; preserving its graphic integrity; and prioritizing its message.
CEO Corner
Working From the Inside Out
How Management at Whitworth College Builds a Productive and Positive Workforce
By Sarah Loehndorf, Project Manager, Best Christian Workplaces Institute
In this first of a new feature, CEO Corner, which will highlight winners of the Best Christian Workplaces Awards, we look at two-time winner Whitworth College and its emphasis on building a positive and productive workforce. "You work from the inside out," says President Bill Robinson. "Everything from customer relations, direct ministry, networking and public relations relies on the effectiveness of your people."
Human Resource Management
"Real Work" Interviews
A Tool for Making Better Hiring Decisions
By Carolyn B. Thompson, President, Training Systems, Inc.
Hiring the right people is an ongoing challenge for every organization, and ministries are no exception. "Mistakes in choosing an employee," says the author, "can result in higher recruitment costs, unqualified employees, accusations of discrimination in hiring, and wrongful discharge suits, as well as poor morale and lower productivity." To minimize these problems, she describes 10 tools which can be used in the recruiting and interviewing process to help predict job performance.
Marketing
The Power of Partnerships
Where One Plus One Equals Three¡or More
By Butch Maltby, Founder/President, Touchpoint Solutions
Exploring the power of partnerships is a relatively new development for ministries but, properly done, can expand the effectiveness of the participants well beyond their individual efforts. According to the author, there has been a growing feeling among major donors that there should be more of a spirit of cooperation among ministries than currently exists. In considering partnership possibilities, he presents a series of eight questions which he considers the litmus test of why such alliances may or may not work.
Financial Management
The Cash Crunch!
Principles for Effective Cash Flow Management
By Michael W. Lowstetter, Director of Finance, Shepherd Ministries and SERVE International
"Cash management doesn't have to be a complicated, time-consuming project," says the author. In this article, he describes three steps for effective management of both incoming and outgoing cash: predicting cash flow; tracking cash flow; and controlling cash flow.
Living With Integrity
Discovering the High Art of Living With Passion, Energy and Joy
By Rod Handley, Founder/President, Character That Counts
In the latest in his series of articles exploring the character traits of Jesus, the author calls enthusiasm one of Christ's most contagious qualities. "Renew your commitment to pursue gladness," he writes, "no matter what obstacles or challenges come your way. Why not decide right now to be a joyfully contagious person, just like Christ!"
Management Rules of Thumb
By John Pearson, President/CEO, Christian Management Association
"Effective managers seek the counsel of mentors," says the author, "who will raise the bar on God-honoring management so life will have fewer regrets and greater fruitfulness." In this article, he tells of his first encounter with such a mentor, Olan Hendrix, who shares his thoughts on the subject in the article that follows.
Living Without Regrets
By Olan Hendrix, CEO, Leadership Resources, Inc.
The author, who has mentored hundreds of emerging young managers in a distinguished career that has spanned more than half a century, outlines a few things he might have done differently if he'd had the chance. "No thinking person lives without regrets," he writes. "The secret is to live well in spite of them."
