How Leading Brands Develop Breakthrough Creative -- and How You Can Profit

By understanding its core customer, Dunkin’ Donuts was able to more effectively target prospects in relevant geographies. The company then aligned the creative messaging with its brand. What resulted was a specific creative campaign that resonated with its core audience.

For nonprofits, start with an understanding of your core donors so that you can assess what they like about you most. Then apply this learning when you communicate with prospects and donors. Understanding what resonates with your best supporters also will help you differentiate your brand from other organizations.