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

By Margaret Battistelli Gardner

So it may be with a rescue mission that their brand is all about helping the least, the last and the lost, downtrodden people. Or World Vision’s brand is how do we do sustainable community development through child sponsorship. Every organization can kind of capsulate who they are and what they do, but it’s risky because sometimes you’ll pick what you do instead of what you want your donor to support. You’ll pick your success instead of your need. And if you do that, you can’t raise money.