Need a new logo? Maybe not

Worried about your logo? Is it tired and old?

Don’t worry. At least not about that.

Your logo probably has only small impact on the success of your fundraising, as noted by Brand Autopsy, at Are Logos Important? Why or Why Not?

We marketers tend to focus too much of our attention fine-tuning logos and taglines and not enough attention fine-tuning vital business matters. It’s far more vital for a business to focus on building a business that (a) makes money, (b) makes customers happy, and (c) makes employees happy.

A great logo is not going to rescue an organization that isn’t doing the basics right. A mediocre logo — even a flat-out bad one — will do little damage to an organization that otherwise has its act together.

So if a hotshot creative agency comes to you and says they’ll re-design your logo and change everything for you … ask them how much it will cost before you even listen to the rest of the pitch.

A good logo is a good thing. But getting fundraising right, focusing on donors, figuring out how to connect with their values, and serving them well — that’s where the money is.


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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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