Commercial-style branding does not work for charities

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06 November 2012

Commercial-style branding does not work for charities

Here's piece I wrote last month for Civil Society, a publication that covers the charity sector in the UK: Commercial-style branding does not work for charities.

Teaser: According to some, communication standards that hurt fundraising effectiveness but make people inside the organisation feel good are perfectly fine. Call me old-fashioned, but I'd say anything you do with your communication that demotivates donors from giving should be considered a dismal failure.

Posted by Jeff Brooks on 06 November 2012 at 07:52 | Permalink

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The future of fundraising is not about social media, online video, or SEM. It's not about any technology, medium, or technique. It's about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It's already here. More.

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Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you'll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.

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