Consumer-marketing practices have a place in fundraising. You just need to know how to translate them.

By Debbie Merlino

A brand is more than a logo or a tagline. Building a brand starts from the inside, out. The cornerstone of your brand is your mission, but, ultimately, your brand is defined by the actions of your organization. Everyone in your organization needs to be able to understand and communicate the mission. In essence, everyone in your organization — not just the development or major-giving staff — is responsible for “the sale.”