Your organization might have a brand guide or a graphics standards manual. It’s probably meant to make your organization’s look consistent and unified.
It likely mandates a specific font (or two) for use in print and digital communications.
There may also be a color palette you required to stick with.
I have news for you. That font and those colors have no power to increase your donation revenue. None.
Unless…
- They are highly readable fonts.
- A color palette that connects emotionally with donors’ reasons for giving.
- And they are flexible enough to respond to what’s going on in the real world.
If they do that, they’re helpful.
If they don’t, they’re damaging. They’re costing you donations.
Your “brand” standards are not magic. They’re good if they’re good. And bad if they’re bad. The fact that they exist and you follow them makes no difference at all.
A useful nonprofit brand is one based in knowledge of fundraising results.
Not the imagination of a “branding expert.
Jeff 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.
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