Is Your Branding Helping or Hurting You?
Be aware of potentially damaging messages you might inadvertently be sending donors.
I’ve been fairly critical in articles and speeches of nonprofits that allow their branding to undermine their fundraising. This most often happens when the branding people focus on articulating the complexity and success of a charity’s programs and, in so doing, inadvertently undermine successful direct-response fundraising that depends on urgency, need and simplicity.
Tom Harrison is the former chair of Russ Reid and Omnicom's Nonprofit Group of Agencies. He served as chair of the NonProfit PRO Editorial Advisory Board.
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