8 Nonprofit Leadership and Boards of Directors Trends for 2015

6. Another outgrowth of this more internal, capacity-oriented point of view is an increased use of rebranding as a strategy to help align staff internally around how to communicate and boost revenue. Big Duck and FDR Group’s 2014 study, “The Rebrand Effect,” noted that 92 percent of participating organizations rebranded to communicate more effectively, with fundraising as a leading motivator to do so; 58 percent of participants have more confidence in their staff’s ability to communicate well on behalf of the nonprofit and to use the new brand to help assess things like the alignment of programs, for examples.