Strengthening the Brand in the Social Economy

How an established agency team helped Diakonie Hamburg attract more volunteers and donors

By Martina Kunert, Human Centric Branding, IC Partner

In a time when the social economy faces growing challenges – declining church affiliation, complex structures, and extremely heterogeneous target groups – a clear and strong brand presence becomes a decisive success factor. Organizations, associations, and institutions must make their societal relevance visible, inspire volunteers, and win over donors. This is exactly where three experienced specialists come in: Minerva Beratung, Human Centric Branding, and Industrie-Contact. As a well-rehearsed expert team, they combine organizational development, human-centered brand strategy, and PR as well as SEO/GEO work into a holistic solution – the ideal partner for the social economy, as demonstrated by the successful collaboration with Diakonie Hamburg.

Diakonie Hamburg is one of the largest players in Hamburg’s social landscape: 20,000 employees, just as many volunteers, over 330 member organizations, and around 1,500 social institutions. From care and counseling to education and integration – the range of services is extremely diverse. Yet it is precisely this breadth that presented the organization with major challenges: An almost unmanageable range of topics made clear prioritization difficult. Politics, media, partners, and people seeking help must be reached through very different channels. At the same time, public visibility and engagement need to be strengthened – despite declining church ties. The clear goal: sharpen the brand appearance and public relations, highlight societal significance, and thereby attract more volunteers and donors.

To achieve these ambitious objectives, the agency team developed a clearly structured, three-phase process that seamlessly links internal stability, strategic brand sharpness, and professional implementation.

The results speak for themselves

Today, Diakonie Hamburg presents itself with more concise and consistent brand communication. Internal processes run more efficiently and resource-sparingly. Volunteers and donors feel more strongly addressed.

The example of Diakonie Hamburg clearly shows why Minerva Beratung, Human Centric Branding, and Industrie-Contact form the ideal team for organizations in the social economy: They combine a deep understanding of internal structures, authentic brand development, and professional PR and digital expertise into an effective, holistic strategy. For associations and institutions operating in highly complex environments, they offer tailored solutions – sustainable, results-oriented, and with tangible impact.

Martina Kunert, Human Centric Branding

Thanks to the seamless coordination among the three partners, Diakonie’s genuine strengths have been preserved while simultaneously unlocking new potential.

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