Fundraising Big Online: How Little Charities Are Punching Above Their Weight

One final point is that, in general, a small organization like Athletes for Africa feels less protective about its brand and is more willing to share it with the public. This makes perfect sense: It hasn’t spent the last decade investing in expensive programs such as television advertising. This willingness to share the brand makes groups like Athletes for Africa perfectly suited to digital campaigning. Rather than feeling a need to control its brand, Athletes for Africa encourage supporters to take and adapt the brand. The fact that its supporters are starting Facebook groups about it without its approval isn’t a reason for the organization to fret, but rather celebrate!