Fundraising's freshest thinkers take on the sector's toughest topics

By Margaret Battistelli Gardner

Christina Johns: I think that that’s absolutely right. I think that you have to be, in terms of branding, able to prioritize. I think that a lot of organizations, especially in their missions, have several different objectives that they’re trying to accomplish. One might be education, one might be humanitarian aid, and they all fall within the mission. A really strong communications strategy has to be in place so that everyone in the organization knows what they’re focusing on when it comes to branding and what points are taking priority within their own mission statement.