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.
Make it different …
Many organizations worry that their capital, endowment or mixed campaign will “steal” support away from operations. They worry that donors will respond like I did: They’ll miss the distinction between the special campaign and the regular appeal. Worse, they might support the campaign and neglect operations.
- 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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