Do you have a fundraising problem that you think can be solved by changing your organization's brand?
A new brand is unlikely to fix anything. And it could break everything.
(I say unlikely, because there are exceptions.)
Check out this wonderful cartoon from Marketoonist:
Note also this quote from Marketing Week:
[Rebranding is] the most asymmetrical corporate strategy of them all. There is literally no upside of a nice new logo; there is only pain if you get it wrong. And inevitably it goes wrong a lot of the time.
If you have a systemic problem that's hurting your fundraising, look first at the basics:
- Are you talking to donors about their values and their action?
- Do you know who your donors are and where they can be found? (And are you thinking about your actual donors, not the donors someone wishes you had?)
- Are you using the channels your donors use?
Addressing questions like these are far more likely to lead to the solutions you need.
A new brand? Probably not.
Free online workshop: 5 Steps to a Wildly Successful Bequest Fundraising Program with Christiana Stergiou. October 17 and 18. A must for serious fundraisers ... and it's FREE.