Does your fundraising brand have nothing worth saying?

From Brand-as-Business Bites, here’s a chilling thought:

Unless and until your culture is expressed clearly through your customer experience, you have nothing worth communicating.

This is a big problem for many fundraisers. They have nothing distinctive, noticeable, or thrilling to offer donors. Sure, they give donors the opportunity to donate, and that’s no small thing. But when it comes to the reason for giving, it’s abstract, vague, exactly what almost everyone else says.

What can you do to have something worth communicating?

Exciting, specific, unique, compelling fundraising offers.

If your fundraising consists of the old two-step:


  1. We are awesome.
  2. Support us.

…you have nothing. You are in deep trouble, with nothing to look forward to but shrinking revenue until you change this.

If your donors get to do cool things — specific, interesting, real-world actions that they understand and love — you have the ingredients (and probably the skills) for a powerful nonprofit brand.

Make your donors part of the action. The real and specific action of the way your organization is changing the world.

This is not color palettes, design guidelines, or brand enforcement. It’s what donors get to do when they give.


Comments

2 responses to “Does your fundraising brand have nothing worth saying?”

  1. Thank you for this post. It is very true and hits home.

  2. Thank you for this post. It is very true and hits home.

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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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