Tagged as ‘branding’
Much has been said about the tension between good nonprofit marketing & communications and good direct response fundraising. Good nonprofit marcom thrives on brand consistency; good direct response thrives on brand inconsistency. But when you get right down to it, good nonprofit branding/marcom is actually an essential prerequisite to good direct response fundraising. That’s because […]
Like people, nonprofits have personalities. They’re complex amalgams of an organization’s history, mission and leadership. People rarely have any idea how they come across to the rest of the world, and nonprofits are often the same. And yet, as with people, how your nonprofit comes across to the rest of the world plays a huge […]
Want to get a roomful of people who work in fundraising riled up? Forget religion and politics. Talk about branding. Maybe that’s because branding is a lot like religion. And politics. It has its thought leaders, moderates, fundamentalists, left wingers, independents, evangelists…. And like religion and politics, it stands for different things for different people. […]
When you really want to get noticed in the mail, sometimes – just sometimes – the best way to do this is to toss aside the things you usually do to get noticed. Ditch your logo. Forget your official fonts. Chuck your PMS colors. Unbrand. Instead, think totally unembellished, pure and simple words on paper. Once a […]
In membership development and advocacy, the things that deliver the best results don’t always align with an organization’s favorite way of speaking about itself or its work. Sometimes an organization’s most important programs or messages – the ones that strike at the very heart of its mission – are the least appealing to donors. So […]
Last week I received a great question from a nonprofit that had recently set up a Facebook page. The organization was concerned about another page on Facebook for beneficiaries of its work because the page was run by a fan, and not the organization. Also, while the page didn’t purport to be the organization’s, it did incoporate its name. […]
