Can Branding Help Fundraising?
Maybe. But for most nonprofits, it can’t take the place of a solid strategy.
One of the biggest trends — and controversies — in the nonprofit sector today is the role of brand. The trend: Many of the leading nonprofits in America hire brand experts and agencies from the corporate world to help shape the way people experience and engage with nonprofits.
The controversy: Many seasoned direct-response fundraisers claim that branding doesn't raise money, and worse, they lament that new brand guidelines sometimes actually hinder fundraising success.
- Companies:
- World Vision
Tom Harrison is the former chair of Russ Reid and Omnicom's Nonprofit Group of Agencies. He served as chair of the NonProfit PRO Editorial Advisory Board.
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