Because It Matters: Avoiding the Not-So-Fab Four

There will certainly be resistance to your effort. It will come from those who believe messages for board members, volunteers, advocacy, major donors, community leaders, special VIPs and others need to be different from those messages aimed at general donors. Sometimes, how messages are presented and what information is shared does change depending on the audience, but the core message — the personality of your brand promise — must be the same for everyone. The old marketing and communications vs. fundraising debate will flourish in your first few task force meetings. But stick with it. You’ll soon find common ground.