Bloomerang

Bloomerang

Grafting many brands into one to support the joy of giving

Bloomerang provides cloud-based donor management solutions for nonprofit organizations. Since 2012, they have helped thousands of nonprofits increase donor retention rates, improve fundraising performance, and better engage with supporters. Bloomerang has been essential in creating positive social and environmental change worldwide by empowering nonprofits to achieve their missions. And they were ready to take their next big step forward.

Blooming into beautiful

The nonprofit industry is a challenge. They operate on tightened budgets, and due to high turnover, they often work without the benefit of long-term institutional knowledge. And unsurprisingly, digital natives rarely staff non-profits, so investing in technology is typically put on the back burner.

Bloomerang has addressed those challenges for years by coming alongside organizations and increasing their efficiency, knowledge, and support through its products and services. This additional support, in turn, allows nonprofits to gain stability as they increase their donor base.

To accelerate the development of its modern fundraising platform, Bloomerang began engaging in M&A activity. Its first acquisition was nonprofit software provider Kindful. I led the design team that developed Bloomerang’s new brand, providing them with a strategic foundation for future pursuits—from M&A activity to quarterly marketing campaigns.

Planting the seeds

We undertook an extensive research agenda to understand more about each brand.

Our research revealed both companies had strong name recognition and loyal customer bases. The products also complemented each other, and by merging, the new brand would offer the benefits each previous brand lacked.

We opted for the stronger horse integration strategy that magnified Bloomerang’s vision and people focus and augmented them with Kindful’s product.

We then defined their unifying theme, The Joy of Giving. Bloomerang spreads the joy of giving to everyone by nurturing authentic nonprofit donor relationships and making fundraising easy. And giving refers to donors and all nonprofit professionals who give their time and effort to support causes they care about.

For Bloomerang and Kindful, aligning the values of each team was just as crucial as integrating the technology stacks. So, we set out to redefine the company’s values, providing a stable foundation to build upon.

“Maintaining the spirit of each brand was important to us. Thank you for guiding us toward a more complete understanding of how to present an updated Bloomerang to new and existing audiences.”

Steven Shattuck, (Former) Chief Engagement Officer, Bloomerang

Expanding The Joy of Giving

By revisiting its value propositions, mission, vision, and values, and then going to market with a refreshed visual identity, Bloomerang can more effectively and clearly articulate its promise of serving those who serve.