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

By Margaret Battistelli Gardner

DG: Right.

Marc Pitman: I was having sort of a religious experience listening to Tom because I hadn’t really seen branding as that. I love the idea of incorporating branding with fundraising. I think it was Tom Ahern [president of Ahern Communications, Ink] who first told me that if your mission is dependent on donors, you have to make donors part of your mission. If you don’t survive without donations, then donors need to be, by virtue of their importance, part of the overall nonprofit mission.