The Great Schlep
Who says alienating whole segments of the giving public is always a bad thing?
Should you do it?
If your organization is debating whether to create a microsite, campaign or sub-brand versus creating something that’s more a part of the mother organization, ask yourself if the audience for the new initiative is different from your core audience. The next question is how far you’re willing to go to speak to its members in their language.
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).
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