Branding, Fundraising Living in Harmony
Why does it seem like it has to be one or the other?
Unfortunately, not all organizations are lucky and/or smart. They follow the brand experts with blind faith and no testing at all. They just drive their trains straight off a cliff and wonder what happened when they hit the bottom. I've even seen nonprofits go with the brand even after testing shows it's going to crush revenue — which is like driving full speed over the cliff, knowing exactly what's going to happen, yet somehow confident that this time it won't hurt.
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