Can Branding Help Fundraising?

I suggest that great branding for a nonprofit must, by definition, support fundraising. That doesn't mean messages we wish people would give to. It means understanding our donors and meeting them where they are, by intentionally designing brand campaigns with messages and offers that donors have supported and will support. No matter how cool the brand line, look and song, no matter how much the program people, CEO or the board like it, the brand strategy needs to be tested via fundraising metrics to ensure that the brand campaign always supports the organization's goals — of growing revenue to make the world better.