Branding, Fundraising Living in Harmony

Hypothesis: Donors don't get it

This is sometimes put forward by brand experts themselves when other explanations fall flat. They'll go so far as to say the whole thing will finally work once we "fire" our current group of annoying, clueless donors and find new ones who appreciate our branding work.

This is almost believable. After all, donors are typically four or more decades older than brand experts. Does your grandmother "get" the music you listen to? If she listened in on a conversation between you and your friends, would she appreciate what you were saying? So it's quite likely donors don't "get it" when they encounter branding work.