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

By Margaret Battistelli Gardner

TH: Ouch.

JS: And that was an HR person from the organization. And I think that what everyone finds out is that we put way too much thought and stock in organizations that are large and already seasoned, and that already have a great place and a great recognition and what their brand is.

I’ll actually use one of Russ Reid’s clients and a group that I absolutely admire, and that’s Operation Smile. Their brand is that they do surgeries for children with cleft palates around the world. And it’s their basis for fundraising. Fundraising came first; it came fabulously. It’s a very simple, clear message with a call to action, but it’s also their brand. And there’s no need to come in and try to change that or try to mess with it in organizations where your mass marketing program is your brand.