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.

By Sarah Durham

Back to the big gift
“Several years ago, the Women’s Funding Network launched a concept brand called ‘fund>>forward.’ It uses strong messages, colors and logos to present the value proposition of investing in women and girls — and it totally changed the way we communicate,” says Chris Grumm, president and CEO of the Women’s Funding Network, an international organization committed to improving the status of women and girls locally, nationally and globally. “We have developed campaigns using the brand and integrated it into all of our materials. Many of our 115 member funds use fund>>forward’s visuals and messages in their materials too.

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Big Duck Studio

Sarah Durham Author's page

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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