Can Branding Help Fundraising?
Maybe. But for most nonprofits, it can’t take the place of a solid strategy.
In reality, corporations have learned that if you build positive brand recognition for a product, when people need that product, they're more inclined to buy theirs. When they need soap, they go to the store, scan the brands, and pick the one they've heard of or experienced positively. Strong branding guides and motivates purchases.
- 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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