Tips From John Melia, Wounded Warrior Project

2. Build your brand. “Your brand has to stand for something. In our case, our logo is one wounded guy carrying another wounded guy. But often we talk about the fact that that translates into the community. That’s on the battlefield. But into civilian life, into our communities, [the donor gets] to be the person that’s carrying that wounded warrior.
“We powerfully send that message that you’re part of this process. He or she carried him off the battlefield; you’ll carry him for the rest of his life. And that’s been important. Just from a pure business perspective, you have to have an identifiable brand. People have to see that brand, and they have to know what it means.”