Easy-to-make fails that hurt your brand

A strong brand can improve fundraising. A strong brand rarely happens by accident. It’s all to easy to undermine your brand by accident, as noted on HubSpot’s Marketing Blog, at 6 Branding Mistakes Undermining Your Image:

  1. Inconsistency Across Different Platforms and Media (While I agree this is a problem, there’s an almost exact problem that’s even more damaging in fundraising: Extreme consistency. Variety is the spice of life in fundraising, and testing proves it. If everything you do looks the same, fundraising results will drop.)
  2. Relying Too Heavily on Design Trends (That look that’s sooooo cool and trendy today is going to seem embarrassingly dated in just a few years.)
  3. Straying Too Far From What Made you Successful in the First Place
  4. Attaching Your Brand to the Wrong Things
  5. Not Thinking About How Your Brand Will be Received Globally
  6. Using Copy That Doesn’t Accurately Describe Your Brand

Steward your brand carefully. And remember that it doesn’t live in a brand guidelines book, but in the hearts and minds of your donors.


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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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