BPN (Business Professionals Network) is a Swiss based NGO with its core mission to promote small and medium-scale businesses in developing countries. Through teams bringing valuable Swiss SME expertise, know-how, and training from Switzerland, the foundation supports local entrepreneurs, providing stability and acting as a form of development aid. Having successfully created more than 35'000 job opportunities in these countries over the past 25 years, BPN is exploring ways to position itself for the future. The board and the team are seeking to effectively communicate their cause, identify suitable donation models, and develop resonating key messages to ensure the continued support for their mission.
BPN encountered a central challenge in effectively communicating their business-related donation model, which differ from more commonly understood causes. Simplifying this complex concept proved to be a demanding task. Additionally, the foundation faced difficulties in differentiating themselves and standing out within a highly competitive donation market. Finding the most effective channels and approaches for communication was pivotal in the team’s efforts to overcome these challenges.
By conducting in-depth analyses, Brand Affairs proactively engaged with employees and donors, listening attentively to uncover the critical success factors for improving their overall visibility. Moreover, the team explored which messages resonated most effectively with their donors. Following this, a collaborative brand strategy workshop involving the team and the foundation's board resulted in a polished communication strategy for BPN.