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Concentrating on Community: Why The Alliance Center updated their brand

Nonprofits come in many shapes and sizes, but one thing they share in common is a desire to scale up their impact on the world. Collaboration has long been touted as the best way for nonprofits to scale up, but the actual practice of collaboration is often messy, making it hard to measure the impacts of these efforts.

At The Alliance Center in Denver, CO (home to the headquarters for The Nonprofit Centers Network), over 50 nonprofit and for-profit organizations work under one roof. We are a mission-driven nonprofit with an event and collaborative working space which is dedicated to bringing people together to create a sustainable and inclusive future. As the operator of a collaborative working space, we strive to create a work environment that is inspiring, inviting, and that promotes constructive interactions between tenants.

The Alliance Center recently underwent a brand realignment process to reconnect with our mission. As part of this process we changed the name of the organization from the Alliance for Sustainable Colorado to The Alliance Center. For many years, the building that houses the collaborative working spaces was named The Alliance Center while the nonprofit organization that managed the building and created programming was called the Alliance for Sustainable Colorado. This caused considerable confusion. While we are excited to have one name for all aspects of our work, changing our name to The Alliance Center is about a lot more than simplifying our moniker.

The Alliance Center is the space where people come together to build the sustainability movement. We are honored to have a wide range of for-profit and nonprofit tenants in the building who are working on a variety of different sustainability-focused initiatives. While our mission has always been to create a sustainable future, for the past few years we have focused primarily on own initiatives rather than on helping to grow our community of tenants, supporters and friends. Our brand realignment is designed to change that.

How are we changing our brand? First and foremost, our focus is on our community and on scaling up the impact of the sustainability movement. We have begun to implement new tenant-centered programming such as our Expertise Exchange lunches where our tenants can share their knowledge about fundraising, communications, technology and many other topics. We are also working more closely with our tenants to create shared programming which will focus on the three tiers of sustainability: our environment, our economy and our communities. Strengthening and diversifying our relationships with our tenants is at the core of our updated brand strategy.

Our community also extends beyond the walls of The Alliance Center. We will be rolling out a membership program in 2018 that is designed to grow the sustainability movement and to give individuals and organizations tangible ways to live, work, and play more sustainably. Members will have access to networking opportunities with the giants of sustainability, discounts at our café, first looks into upcoming sustainability-focused events and much more.

Why are we doing this? Because we believe that we can make a bigger impact with a stronger, more connected, and more inspired community. We will be tracking the impacts of our new initiatives through tenant and supporter-focused outreach, through social media hashtags such as #AllianceforAction, and through our tangible metrics related to waste diversion, greenhouse gas emissions reductions and much more.

To find out more about The Alliance Center, please visit our soon-launching new website at thealliancecenter.org. Connect with The Alliance Center on Facebook and Twitter.

About Our Blogger:

Asheley Lovell, Ph. D.

Ashley is the Director of Communications and Marketing for The Alliance Center. When not thinking up the next big story for The Alliance Center, Ashley enjoys practicing yoga, hiking on Colorado’s gorgeous trails, and playing outside with her family.


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