Branding for 4 NGOs

About This Project

The Deschutes Basin Special Investment Partnership, a loose affiliation of four environmental non-profits, wished to pursue sources of national funding.  They knew their cross-disciplinary approach—combining land conservation, ecosystem restoration and water rights acquisition—was a significant distinction that could attract funding.  But they faced challenges to formalizing their partnership, creating consistent messaging, and conducting collective outreach.

Market Research Phase

Market research for the project included a review of similar restoration projects and funding structures, identification of 150 funding prospects, interviews of key internal influencers, a written online survey to several hundred stakeholders, and phone interviews of prospective funders.

Strategic communications for Crooked River Watershed Council and partners


Message Platform, Branding & Next Steps

Moore Creative led the consulting and management team to agreement on core messages, most promising fundraising prospects, and a compelling brand (organizational name, logo and tagline) that positions the partnership to secure new funding. Mission-critical outreach strategies were also identified.


The partnership was later selected for a statewide ad campaign for the Oregon Lottery, as an example of a successful project.


Project Summary

Moore Creative and market research firm The Pulse Group were retained to create a single brand for four NGOs, identify prospective new funding sources (foundations, agencies, corporations), develop messaging compelling to target audiences, and recommend outreach strategies.


  • Branding
  • Communications Strategy
  • Market Research


“Merry Ann is an extremely talented, creative and resourceful marketing consultant. She had her hands full, trying to tease out a common storyline for four successful, but very different conservation organizations that sought to partner and go jointly down a path that individually, they couldn't go. Her patience, tenacity and commitment were greatly appreciated by all involved and I'd have no hesitation in recommending her services.”

Brad Chalfant Executive Director / Deschutes Land Trust

Branding, Communication Strategy, Market Research, Message Platforms