And We Quote

On Branding
“What we are telling our donors in terms of our brand promise, in terms of our communication strategy, in terms of the donor promise we make when we raise money from them — that’s got to make sense to the staff; it’s got to make sense to the beneficiary; it’s got to make sense to the communities we live in — to society in general. The donor promise, the community promise and the beneficiary promise — they have to be mutually understood and have to be mutually regarded as a win-win, and that becomes the single bottom line.”