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

By Margaret Battistelli Gardner

Let me start with the premise that people can’t give to you if they don’t know you’re there. And they won’t give to you until they’re persuaded of the importance of your work. So right there, I’m saying branding is really important for all nonprofits. There’s a solid business case — we have to have strong branding. You have to build awareness, you have to build positioning and you have to create an environment in which your fundraising is going to work.