The Gathering

The Gathering is an exclusive peer-learning community that educates its constituents on strategic philanthropy.

THE PRESENTING ISSUE

The Gathering wanted to expand, but before doing so, its president felt like the organization needed clarity on the essence of the brand. Philanthropy education is a cluttered space, and the educational offerings of many overlap.

OUR THINKING

CZ conducted both a quantitative and qualitative study of The Gathering’s constituents, as well as it researched its competitors. We wanted to know if there was a gap between how the organization was perceived by its constituents, and how the leadership perceived the organizational promise.

RESULTS

Branding isn’t complicated when you have a Client with such a strong and unique brand to begin with. We still feel giddy about the chance to work with this organization. As a result of our work, the organization created a strategic plan that included hiring new staff and focusing its initiatives for the next three years.