Steps to an awesome fundraising brand

Maybe you've looked at the work of charity:water and felt that twinge of jealousy. Why can't my organization be like that?

There are some painfully realistic answers to that question at re:charity: 7 Reasons Why Your Nonprofit's Brand Will Never Be As Awesome As charity:water.

1. Your mission kind of sucks.
2. You don't care enough about your donors.
3. You're not pretty enough.
4. You're spread to thin.
5. You need to grow a pair.
6. You break your promises.
7. You don't have a good reason why.

These things are important. (Except, in my experience, #3. I've seen plenty of fundraising with "ugly" design work spectacularly and even more very attractive design fall flat in the marketplace.)

It's #2 that makes the most difference. Too many nonprofits think they can find a breakthrough to awesomeness by applying some kind of external force -- usually new Shiny Object of technology.

Not all Shiny Objects are bad things. Some of them really can help you be more awesome.

But they only have a chance of working if you actually put donors first. And that's true in whatever medium you're in, including the Inky Old Boring Objects.

That means you must:

• Put donors ahead of the taste and preferences of your executive director and board members.
• Put donors ahead of the emotional needs of your staff.
• Put donors ahead of what you wish they knew and understood and respond to.

Doing this will make your fundraising:

• Simpler
• More obvious
• More specific
• More concrete
• More emotional
• Usually more old-fashioned

The more focused you are on your donor, the cooler and more relevant ideas you'll have. And the more awesome you'll be.

And the more money you'll raise.

Tomorrow: 3 ways you could be like charity:water.