Companies are always searching for strategies that help them stand out from the crowd and foster sustainable growth. While many factors contribute to a company’s success, one often overlooked element is the alignment between brand and business strategy. When executed well, this alignment can be the force that propels a company from good to great. Blackbaud’s recent partnership with OX to refresh the digital presence of The Blackbaud Institute offers a great example.

Every single digital interaction reflects a company’s core values and strategic goals.

Blackbaud Fuels a Better World
Blackbaud is a leading cloud-computing provider dedicated to powering social impact. Their software was built specifically for the nonprofit and education sectors to aid in fundraising, financial management, grantmaking, and more. The Blackbaud Institute was created to provide a research and resources library to professionals on the frontline of social impact.

Syncing Brand and Strategy
Every single digital interaction reflects a company’s core values and strategic goals. In order for Blackbaud to deliver on its mission, it’s critical that they are seen as a credible and trusted source, and that their site is clean, modern, and easy to navigate. Elements of design—from images to color to font—must work together to differentiate them as experts in their field. In other words, brand and business strategies must be tightly aligned. 

Collaboration & Innovation
Blackbaud and OX viewed their relationship as a true partnership. Blackbaud wasn’t working with a vendor, but rather a shared steward of their brand identity. OX solicited and incorporated feedback from internal and external sources, and the two teams were in lockstep on every decision. This approach was pivotal in enabling both parties to push creative boundaries while staying true to the brand’s essence. This meant that there were no surprising reveals during the site redesign. Instead, the process was transparent. It was this shared sense of responsibility and high level of trust that allowed the project to reach completion so quickly.

Key Elements of Success
By ensuring that the new digital presence reflected the organization’s expertise and unique value proposition, Blackbaud was able to drive significant traffic, downloads, and media coverage. It also cemented its credibility and trustworthiness in the nonprofit sector.

Blackbaud launched the new site along with their most recent research on the giving behaviors of Gen Z. They felt that a credible and well-designed home for their research meant greater credibility for the research itself.

The partnership between Blackbaud and OX is a prime example of how effectively matching brand values with business objectives can enhance user experience and advance a company’s mission. This kind of strategic alignment is crucial for any organization looking to stand out and succeed in today’s competitive environment.

This article was adapted from a recent podcast appearance on The Agile Brand with Greg Kihlström.

About Blackbaud
Blackbaud is the leading software provider solely dedicated to powering social impact. They serve the nonprofit and education sectors, companies committed to social responsibility, and individual change makers. Blackbaud’s software is built to accelerate impact in fundraising, nonprofit financial management, digital giving, grantmaking, corporate social responsibility, and education management.

Explore the Blackbaud Institute.