The Importance of Making Eye Contact

When that nonprofit makes eye contact with you through its well-designed branded materials, for instance, and you gain confidence that it is on the ball — not mired in bureaucracy — you become an advocate. That’s when you give — of your time, energy, enthusiasm and, yes, money.

When I work with nonprofits to help them create a more effective brand identity, I tell them fuzzy branding results in confusion, depression, slow progress and low funding. All the nonprofits I work with are on the right track in terms of their programming — they just don’t have their branding act together. So we enter a kind of virtual gymnasium together (with a good designer, writer) to build up their branding muscles.