You’re Not Nike — Get Over It

In fact, the more exciting the brand promise you made, the wider the gap your donor will feel between the promise and the experience.

That's why nonprofits that have never been through the branding exercise often have stronger brands than those who have. They aren't making high-flown, abstract statements about who they are — and promises they have no ability to fulfill. They just put out fundraising offers. To fulfill the promises they make, they only have to be grateful for the gifts and share stories of success. That's not glamorous, and it's not going to get written up in Communication Arts. But it works. It keeps the promise, and that's what matters.