The only 3 things that matter about your fundraising brand

Your organization might have a document that is very specific about what fonts you can use, what color palette is allowable, how much clear space must surround your logo, and what phrases you must never ever say.

If you do, that’s okay.

But if that’s all it does, it’s of no value to your fundraising.

Some people think that’s what you do to create and protect a brand.

It’s not.

For fundraisers, brand is what donors experience when it comes to considering a donation and what happens after they donate.

This excellent post at the Better Fundraising Blog proposes three things that make up a real brand: Branding Tips That Help You Raise More Now and Later. Your brand must do these things:

  1. Make your donor feel needed. Are your asks clear and compelling and about what they donor can do to make things better?
  2. Make your donor feel great when she gives a gift. Do you thank your donors quickly, and specifically for what she gave to do and with just as much emotion as you used when you asked in the first place?
  3. Regularly tell your donors what their giving accomplished. Does every donor know she specifically makes a difference? Is that story just as clear as the story of need that you use when you ask?

If you don’t have these things spelled out and strictly adhered to by everyone in the organization, you don’t really have a brand that matters in any meaningful way!


Comments

2 responses to “The only 3 things that matter about your fundraising brand”

  1. This is a great way to check that you’re making maximum impact. Thanks for sharing.

  2. This is a great way to check that you’re making maximum impact. Thanks for sharing.

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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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