How to get your rebranding terribly, horribly wrong

Do you have a fundraising problem that you think can be solved by changing your organization’s brand?

Warning! Danger!

A new brand is unlikely to fix anything. And it could break everything.

(I say unlikely, because there are exceptions.)

Check out this wonderful cartoon from Marketoonist:

180827.rebrand.jpg

Note also this quote from Marketing Week:

[Rebranding is] the most asymmetrical corporate strategy of them all. There is literally no upside of a nice new logo; there is only pain if you get it wrong. And inevitably it goes wrong a lot of the time.

If you have a systemic problem that’s hurting your fundraising, look first at the basics:

  • Are you talking to donors about their values and their action?
  • Do you know who your donors are and where they can be found? (And are you thinking about your actual donors, not the donors someone wishes you had?)
  • Are you using the channels your donors use?

Addressing questions like these are far more likely to lead to the solutions you need.

A new brand? Probably not.

Free online workshop: 5 Steps to a Wildly Successful Bequest Fundraising Program with Christiana Stergiou. October 17 and 18. A must for serious fundraisers … and it’s FREE.


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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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