Anniversaries- they’re major markers in our lives and can often be an exciting time for organizations and companies to celebrate and reflect as well. Anniversaries often signal credibility, longevity, and expertise. But how can we make them more than just a moment that we have to celebrate? 

At Purpose, we work with partners on social impact campaigns and organizational transformation, which often includes the celebration of an anniversary or centennial year. As we work with partners on their participation strategies, one key component is evaluating the moment that is driving our approach. When that moment is an anniversary, it provides an opportunity for brands and organizations to recommit to their values, refresh culture, or offer a new, meaningful brand purpose and path forward for engagement.

For corporates, we all know people are looking for brands and organizations to take a stand and have a point of view on the social issues impacting our world–77% of Americans feel a strong emotional connection to purpose-driven brands over traditional brands. For nonprofits, in 2017, Americans gave over $410 billion to charitable causes, so there is an opportunity to expand the share of giving by becoming the top cause for donors. For both brands and nonprofit organizations, identifying and re-articulating your purpose can be transformative, and anniversaries can be a great moment to do this.

After working with many organizations on their anniversaries (as well as our own recent 10 year anniversary), here are three of the critical components we’ve identified for a successful anniversary: 

 

1. Clarify your purpose.

Anniversaries are an excellent time to reset your external communications and your internal operations.

Make sure that your team is aligned on your purpose. Use this as a moment to get crystal clear on: the problem in the world that needs to be solved, your theory of change, why you are best positioned to solve it, and your vision for the future. Ensure that your leadership and key staff can all articulate your purpose.

Double check that this core purpose is being reflected in the way you tell the story externally. Ensure you look from both the inside and the outside by getting a fresh perspective from folks who are not as familiar with the ins and outs of your organization as you are. We often accomplish this through audience interviews or focus groups, but you can often get strong insights by speaking to friends of friends, and asking them to look at your materials with fresh eyes. 

Use the anniversary to reassess the way you work. If you’re already doing purpose work, an anniversary gives you a moment to pause and assess what is working and what is not. Use your anniversary as an excuse to update outdated approaches, streamline processes, and test new ideas. 

On the occasion of their centennial, UJA-Federation of New York took the opportunity to “centennialize” all of their work and communications. 

• UJA refined and clarified the way they described their work, their programs, and their vision for the future. They rewrote their program descriptions, refreshed their visual brand, and provided training for all staff. 
• UJA launched an external campaign to share their vision with the city–using the new language and clarity to attract new audiences, and remind current supporters of their impact.
• UJA also took the opportunity to assess each program and experiment with new approaches that let supporters directly experience their work.  UJA asked their online community to choose which program to fund, and launched a new volunteer initiative with their partner organizations.

Lessons learned: get leadership involved, think outside your organizational silos, involve the entire staff, and try new things. 

 

2. Give existing supporters a place just for them.

Your supporters are a critical part of your brand or organization, and it is important that they see themselves in the anniversary campaign, as well as the future of the organization. These are the people who have been along on the journey for years and helped to build what exists. Use your centennial to deepen their engagement and support of your work. Design components of your centennial campaign that are specific to existing supporters and internal audiences to reinforce the reasons they support your efforts. 

For example, Purpose hosted an internal celebration to commemorate our company’s 10 Year Anniversary, inviting all former Purpose teammates to join the celebration. At the event, people shared touching examples of what Purpose has meant to them and what it has taught them, which reinforced the sense of community our team feels. This event was nostalgia heavy, remembering past campaigns and moments that celebrated our history and reinforced our shared identity. Our lessons learned: invite everyone, give a space for people to share their thoughts, dig up all the old pictures, and show your sincere appreciation. 

UJA-Federation of New York created jewish.nyc: a storytelling platform where the voices of existing supporters could be heard. The site had a simple ask: Share your story of jewish New York, which elicited a range of stories–from funny to sentimental. They promoted the website to existing supporters online, at events, and in one-on-one conversations as a way to deepen connection with the organization and their impact. This was a highly effective action with over 1,000 stories being told on the platform. Lessons learned: keep the call to action simple, plan for a variety of content types and styles, promote it everywhere internally, and make the tech super-simple.

 

3. Focus on the future.

While there have been many internal people who have built your organization, external audiences are less focused on what you have achieved, and more interested in what’s coming in the future. Honestly, no one cares about your “through the years” video, except your own team. Keeping external campaigns forward-looking provides an opportunity to show a vision of the future that can include new supporters and inspire current supporters. 

Forward-looking efforts can be rooted in communications, but they are stronger when you back them with programmatic efforts that point to your vision, and reinforce how you will make a difference. Your centennial is a moment to announce cornerstone initiatives that set the agenda for years to come.

On the occasion of their centennial, progressive think tank The Century Foundation found America at a pivotal crossroads where it needed strong, independent voices to speak up for reason and decency. Externally, they wanted to show the pivotal role their work has played in the progressive policy wins of the past century. Internally, they wanted to build relevance for a younger, more diverse audience. 

The Century Foundation organized their centennial year around the Headlines of the Future. They demonstrated the role they had played in creating progressive change, and invited up-and-coming leaders to share the future headlines that they were looking to create. For one project, they interviewed 10 “Headline Makers” among the first year members of Congress, and created a short video series. They also used the theme throughout the year as an organizing device: at events, at public lectures, and in digital communications. 

The Century Foundation also launched a new program: Next100 is a new pop-up think tank for a group of the next generation of progressive thought leaders. Next100 highlights the next progressive thought leaders on the next key issues of our time. 

Lessons learned: choose a concept that can flex to multiple executions, demonstrate your future vision (as well as talking about it).

 

Your anniversary is a critical moment for your organization. Use it as a moment to double down on your purpose, engage current and new supporters, and set the course for the future.