Can Branding Help Fundraising?
Maybe. But for most nonprofits, it can’t take the place of a solid strategy.
What if the scientists at your environmental organization convince the brand people that your identity is a science-driven organization focused on global warming, while your donors want to give to support fuzzy animals? (They care about global warming but not enough to give money to fight it.) Or, what if your program people convince the brand experts that your brand is about hope and empowerment, not need and urgency? Think you can raise money with solution-focused success stories? Ruh-roh.
- 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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