Positioning is the marketing decision that states how a nonprofit wants to be known and perceived by its constituents in relationship to other options (or no option). Positioning matters particularly when there's lots of choices by the consumer, be there to use a product or service or make a contribution.
Positioning can be affected by branding. Branding plants the seed and/or reminds your target audience about who you are which in turn becomes meaningful toward achieving a positioning goal.
If you want to understand nonprofit branding a bit more, check-out the New York Times article about an investigative reporting news organization.
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