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.
If you’re cultivating a major donor through personal contact, there should be ample opportunity to explain the special campaign’s unique features and make the case for continued operations support. But with mid-level and smaller donors, you’ll have to rely on great writing and design to explain the difference when there’s little or no personal contact.
- 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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