5 Steps to Making Direct-Response Fundraising Work Again
This might fit their new branding guidelines, but it hasn't proven effective at raising money. I contend that great branding always supports the mission of the organization: raising money to fund programs that will make the world better.
Great branding supports fundraising by creating an environment in which the fundraising works better. The best nonprofits understand that branding that doesn't support fundraising is not great branding. It's diversionary. And costly. We're actually seeing cases of budgets being shifted away from proven revenue-generating strategies in the "hope" that an unproven fundraising strategy will hit the jackpot. Which nonprofits can afford to do this?
- Companies:
- Russ Reid
Tom Harrison is the former chair of Russ Reid and Omnicom's Nonprofit Group of Agencies. He served as chair of the NonProfit PRO Editorial Advisory Board.
Nonprofit Storytelling: Using data and performance metrics to motivate donors
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Brand Strategy Is Critical to Your Mission
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Viral Challenges for Nonprofit Marketing Success
Nonprofits Must Innovate Their Marketing Strategy
