Brandraising: Blogging for Dollars
But the best part is the fundraising. On a regular basis, the Cross Blog features donors and fundraisers who support the Red Cross. My favorite is a super-cute kid named Claire Abraham (Jan. 26), who donated $35 from her piggy bank to the Red Cross, earmarked for kids in Haiti. The entry features a photo of Claire tricked out in her Red Cross helmet with a big smile (the Red Cross really knows how to reinforce its brand, but that's a topic for another day). The Cross Blog's fundraising message: Every donor is important; every gift counts.
Sarah Durham is president of Big Duck, a New York City-based branding, marketing and fundraising firm for nonprofits. She serves on the boards of the National Brain Tumor Society and the New York Chapter of the Association of Fundraising Professionals (AFP).
