Our new brand looks great, but fundraising is crashing!

Why do nonprofit re-brands so often lead to steep drops in revenue?

The entire purpose of a re-brand is (or should be) to enhance an organization’s ability to do its work, usually by becoming more effective at raising funds.

How could it go so terribly wrong so often?

(It’s a challenge so strange and with such huge ramifications, I wrote a book about it: The Money-Raising Nonprofit Brand.)

Here’s some more about nonprofit branding, from Queer Ideas: Why you should stop f***ing about with your logo and stick to fundraising instead:

… if you are hoping a rebrand might increase your income, it may well be the case that you really should be speaking to a fundraising agency instead.

Check it out, or watch the video here:


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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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