Do you really want your logo on t-shirts?

Would donors want to wear a t-shirt with your organization’s logo on it?

Chances are, most of them would not be interested. That doesn’t mean they dislike you. It’s just that except for a few, nonprofit organizations just are t-shirt brands, as Seth Godin outlines at Is it a t-shirt brand?

T-shirt brands are those want to wear because they offer people “identity, possibility, connection, status,” says Godin.

Being a t-shirt brand would be cool, but there’s no shame in not being one. You can be just as loved, admired, and connected without being something people want to wear.

The most powerful nonprofit brand in existence is The Salvation Army. It’s a top-5 brand — not just among nonprofits, but among all brands.

And it’s really not a t-shirt brand.

And that’s okay. Really.

I know you have at least one colleague or board member who will feel your organization is fundamentally failing until people everywhere are wearing your logo on their t-shirts, hats, bumpers, and skin.

But, as Seth puts it:

If you’re simply providing a good service at a good price, perhaps you don’t need to go to all those meetings and waste so much time and money on “branding.”

Spend your energy on doing great work — your mission and your fundraising. Don’t worry about getting onto t-shirts.


Comments

Leave a Reply

What this blog is about

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.

Blog policies

Subscribe

Get new posts by email:

About the blogger

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.


Archives

Blogroll

Categories


Search the blog

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.

Recent Comments

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.

Blog Roll

someone’s blog