Analysis of communication from the strategic realignment on the 10th anniversary in 2023 to the present day

innatura is a non-profit organisation that distributes new donations from companies to social institutions. On the occasion of its anniversary two years ago, the organisation faced the task of realigning its brand communication. With our support, innatura now benefits from precise analyses, competitive benchmarks, and in-depth insights into the implementation of the new communication strategy. The outcome is a set of recommendations for clear and differentiated positioning, consistent communication of corporate values, and high efficiency through minimal use of resources.

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More about innatura

2013

innatura gGmbH was founded in Cologne in 2013 and is Germany's only platform that connects new donations from companies with charitable organisations. In this way, unsold goods, often resulting from overproduction or product range changes, are not disposed of but donated to social causes.

#1

The business model combines environmental sustainability with social value. Companies reduce their environmental impact by using resources responsibly, while social organisations gain access to urgently needed products. To date, innatura has distributed millions of products and supported thousands of organisations.

Impact

Beyond this operational success, innatura has established itself as an important voice in the sustainability debate. At a time of growing social expectations for companies to act responsibly, innatura serves as a bridge between business and civil society. The anniversary therefore provided an ideal opportunity to emphasise this role more clearly and to strengthen the organisation’s brand identity.

© 2025 innatura gGmbH

Licensed under Map data © 2025 Google • source: innatura gGmbH

The challenge innatura faced

Despite its strong brand presence, innatura, as a non-profit organisation, faces the challenge of implementing effective cross-channel communication. Three factors are particularly relevant:

Lack of data-based decision-making

Previous communication measures were assessed primarily in qualitative terms. There was no systematic analysis to evaluate efficiency and impact. Such a data foundation is essential for an organisation working with limited resources

Transformation to digital communication

While personal networks and traditional public relations remain important, the focus of communication is shifting more strongly towards digital channels. For non-profit organisations, social media is not only a means of reaching a wider audience but also a platform for credibility and dialogue with stakeholders.

Need for competitive orientation

Even though a non-profit organisation does not operate commercially, insights into the communication practices of other organisations can be valuable. They help define a clear position and enable each organisation to reach its target groups as effectively as possible

Why comdaily?

Unlike traditional consultancies or agencies that rely on manual analyses and therefore generate high costs, we offer an AI-based, fully automated solution. This approach has enabled us to provide innatura, a non-profit organisation, with optimal support. The key advantages for innatura:

Cost efficiency

More than 95 percent savings in time and cost compared with manual analyses.

Scalability

Analyses can be repeated at any time, for example after new campaigns or social media initiatives.

Industry benchmarks

comdaily made it possible to compare communication patterns with those of other non-profit organisations

Strategic reliability

The results created a solid foundation for long-term decision-making

The decisive factor for innatura was that comdaily not only delivers retrospective evaluations but also generates actionable recommendations that can be directly integrated into day-to-day communication..

Our task

To solve the challenges faced by innatura, we tackled various tasks

  • Analysis of communication

    The first step was a comprehensive analysis of previous communication measures. Both traditional text formats such as newsletters and digital content were systematically examined with regard to the brand attributes they conveyed.

  • Competitor comparison

    At the same time, comdaily conducted a competitive comparison. This revealed which corporate values dominate in the sector and which opportunities for differentiation could be identified.

  • Recommendations

    Within just two days, innatura received a detailed report with concrete recommendations for action. These ranged from optimising the tone of voice and adjusting posting frequency to tailoring content for specific target groups.

The results

The outcomes of the collaboration can be summarised in three key dimensions of success:

Stronger brand identity

The precise analysis enabled innatura to define its core attributes more clearly and communicate them consistently across all channels. The organisation positioned itself with greater clarity as a bridge between sustainability and social engagement.

Efficiency and resource gains

Compared with conventional agency methods, innatura was able to reduce analysis time and costs by more than 95 percent. This created scope for additional creative and operational activities.

Strategic basis for the future

The insights gained were incorporated into long-term communication planning. This ensured that future measures could be implemented in a data-driven and targeted manner.

The collaboration demonstrated convincingly how data-driven communication allows non-profit organisations to measurably increase their impact while making efficient use of resources.

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