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

By Margaret Battistelli Gardner

And I like the idea of incorporating your branding that way. It changes the whole way you focus on your messaging, like Tom was saying. So, Tom, I was just having a revival experience here in my office. That was great. Thank you.

JS: I’m going to make the blasphemous comment that I think for most charities that have a large, mass-marketing fundraising program, that is your branding program. I think Tom is absolutely right that sometimes mass marketing or fundraising becomes a four-letter word. I remember on one of my early jobs someone introduced me as the woman who was taking over the direct-mail department — “You know, the junk mail stuff. If you want your name off the list, you go to her.”