If you think your “brand” is something marketing people construct, you’re missing the point.
Check out this short video from Brand Autospsy on “talkable” brands:
(Or see it here on YouTube.
A brand is a reality that people experience, not a set of communications guidelines. Of course, your communications should support, not get in the way of, what people are experiencing — but unless the reality your donors experience is really excellent, you hardly have a brand people are going to talk about.
If your donors are not the same people as your beneficiaries, this means:
- Thank them promptly and powerfully.
- Report back consistently on the impact of their giving.
- Make sure the connection between their giving and your cause is always clear.
Jeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.
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