Don't Rob Peter to Pay Paul
Careful branding can ensure that your special-project campaigns won’t distract donors — and their dollars — from the ongoing appeals that keep the lights lit and the building warm.
Most successfully branded organizations develop a style guide, which defines the visuals and messages, and how they should be used. Many organizations also train their staffs on how to use the brand.
Please bore me
Once the brand is built, the goal is to use it as extensively as possible. That typically means using the same colors, logo, types of images, mission statement and tag line over and over and over again.
- Companies:
- Big Duck Studio
Sarah Durham is president of Big Duck, a New York City-based branding, marketing and fundraising firm for nonprofits. She serves on the boards of the National Brain Tumor Society and the New York Chapter of the Association of Fundraising Professionals (AFP).
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