Comments on: Does brand kill fundraising?

By: John Lepp

John Lepp — Wed, 12 Nov 2008 15:46:11 +0000

Good thoughts there Gayle. I agree with some of your thoughts – look at the Obama campaign – strong brand – even stronger fundraising. One message.
This is a bigger conversation for sure and I’ve absolutely simplified it – but my overall point remains the same – charities who spend more time making sure their agency use their pms colour and fonts correctly because that’s what their styleguide tells them and less time on crafting a provocative message or case for support are hurting themselves greatly – and i say this because I’ve worked for some of them!

By: gayle

gayle — Mon, 10 Nov 2008 15:59:58 +0000

Great offer John! May be an interesting collaboration.
Without a question, donor focus needs to be an integral part of every charity’s brand. I would suggest that considering the brand as a deterrent in fund raising activities shows a lack of insight into donor cultivation activities. It does, though reflect the 70’s version of Direct Marketing. When classic direct marketing is used with brand affinity (brand direct), the results are extremely good.
It’s a complex conversation, but we are seeing significant increases in charity overall income growth (therefore, donor cultivation) when the brand is strong, focused and purposeful. Brand thinking is an excellent exercise to help organizations focus on their core purpose, rather than go off on tangents that are costly and do not generate income. We are seeing many organizations, especially ones that are new and still a little conceptual, receive a high benefit from a strong brand and positioning conversation. gayle

By: Tara Lepp

Tara Lepp — Mon, 10 Nov 2008 15:39:32 +0000

I comletely agree. I’ve worked with a number of charities (who shall remain nameless) that put too much emphasis on their branding guidelines and neglected to focus on what was most important, communicating to their donors and engaging them in order to help the people who benefit through their misssion.

By: John

John — Mon, 27 Oct 2008 13:12:02 +0000

Thanks a lot Kim for your thoughts! Let’s see if anyone takes me up on it.

By: K McMullen

K McMullen — Mon, 27 Oct 2008 06:51:48 +0000

I wish I was a charity because that is a heckuva steel!! Too bad most of them don’t know it. Brilliant post, as usual.