Your real nonprofit brand: What donors experience

Is your organization hoping to turn everything around with amazing new brand standards? A look that’s perfectly in tune with your mission, and a mission statement that captures what you do in an exciting way?

You’re going to be disappointed.

The only way to really improve your brand is to improve your donors’ experience.

That’s the important point made recently on Jason’s Blog, at Frictionless, convenient, and emotional: branding your donor experience. Brand is a lot more about what your donors experience than what you say:

… we tend to think about branding at the institutional level. It’s something that happens magically in the macro. But the truth is that your institution’s brand boils down to how individuals perceive you and what they say about you when you aren’t around. Building a strong and positive brand is an individual by individual challenge.

That means you have:


  • Great fundraising offers that excite and empower donors.
  • Client-focused communication — you talk to them, not yourself.
  • Clean, error-free donor data.
  • Flawless donor service.

That would be a nonprofit brand that captures donors and keeps them.


Comments

2 responses to “Your real nonprofit brand: What donors experience”

  1. All comes back to the saying, “Actions speak louder than words.”

  2. All comes back to the saying, “Actions speak louder than words.”

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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff 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. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 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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