Is Your Branding Helping or Hurting You?
Be aware of potentially damaging messages you might inadvertently be sending donors.
The brand must support program. If it doesn’t, it’s poor branding. This is pretty much universally understood. Most nonprofits do a pretty good job in having the brand reflect and support programming.
But the brand also must support fundraising. If it doesn’t, it’s poor branding. And the organization soon won’t have the funds it needs to conduct its program.
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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