Branding, Fundraising Living in Harmony

Sometimes brand experts actually anticipate this. I've seen them not only create a brand, but also a 
cleverly named new donor demographic/psychographic that it's aimed at. This never works out, because the new group either doesn't exist in sufficient numbers or (more likely) the group is too young. When you drop below age 55, you just don't find many people who are willing to give to charities on a regular 
basis.