Motivating Donors to Give — and Give Happily

Branding doesn’t always kill fundraising. It can even do some good for organizations that follow these disciplines:

• They have the calls to action that both donors understand — and that can’t be obliterated by a fog of abstraction.
• They can make what they do clear and obvious visually and emotionally because they’ve learned what motivates donors to action.
• They connect with donors. Real donors whose preferences they know from real-life behavior.

So keep your eyes open when the Brand Experts show up. Their expertise could turn you into a defective version of a company selling a product that doesn’t quite exist.