Village Movement California’s new brand inspired immediate traction—29 villages joined at launch, with membership growing 45% the next year and nearly 70% the year after.
Why become a member of a grassroots community organization, especially when your budget is limited?
Village Movement California came to Mission Minded to help them build a brand to attract local nonprofits to become members, based on the belief that they’ll be stronger as they work together to revolutionize the experience of aging by being a part of what they call local “villages.”
Membership offers more than general support. Villages who join become part of a movement in California, and around the country, and are better able to achieve their mission regardless of their size. They are part of a movement with a shared vision that older adults can have a better life as they age: Aging. Better.
We worked closely with village leaders from around the state to understand their motivations to find the values shared by all of the villages to inspire not just dues- paying, but active membership. From this the name Village Movement California was created to signal the power of membership, and the tagline and visual identity, along with website and other tools allowed members to quickly understand the value proposition, and feel pride of association.
Today Village Movement California is known as a professional association capable of supporting its 50+ (and growing!) membership of villages across the state. Their brand strategy guides them in communications and day-to-day programmatic decisions, allowing them to achieve their vision that people of all backgrounds and economic means can age with dignity, purpose, and self-determination.
