Can Branding Help Fundraising?
Maybe. But for most nonprofits, it can’t take the place of a solid strategy.
With charitable giving, it works almost exactly that way with media-fueled disasters. Media coverage of earthquakes and hurricanes often encourage people to give. The disaster plus media coverage create the perceived need to respond, and donors tend to donate to organizations with strong brand presence. Thanks to their strong brands, organizations like Red Cross and World Vision start receiving contributions before they've even had a chance to ask for them.
- 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.
Related Content
Nonprofit Storytelling: Using data and performance metrics to motivate donors
What’s the Shelf Life of a Strong Nonprofit Brand?
Brand Strategy Is Critical to Your Mission
How a Powerful Impact Study Enhances Your Value
Viral Challenges for Nonprofit Marketing Success
Nonprofits Must Innovate Their Marketing Strategy
Comments
