Your organization might have a document that is very specific about what fonts you can use, what color palette is allowable, how much clear space must surround your logo, and what phrases you must never ever say.
If you do, that's okay.
But if that's all it does, it's of no value to your fundraising.
Some people think that's what you do to create and protect a brand.
It's not.
For fundraisers, brand is what donors experience when it comes to considering a donation and what happens after they donate.
This excellent post at the Better Fundraising Blog proposes three things that make up a real brand: Branding Tips That Help You Raise More Now and Later. Your brand must do these things:
- Make your donor feel needed. Are your asks clear and compelling and about what they donor can do to make things better?
- Make your donor feel great when she gives a gift. Do you thank your donors quickly, and specifically for what she gave to do and with just as much emotion as you used when you asked in the first place?
- Regularly tell your donors what their giving accomplished. Does every donor know she specifically makes a difference? Is that story just as clear as the story of need that you use when you ask?
If you don't have these things spelled out and strictly adhered to by everyone in the organization, you don't really have a brand that matters in any meaningful way!
from Future Fundraising Now https://ift.tt/2NmlrtE
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