Why do nonprofit re-brands so often lead to steep drops in revenue?
The entire purpose of a re-brand is (or should be) to enhance an organization's ability to do its work, usually by becoming more effective at raising funds.
How could it go so terribly wrong so often?
(It's a challenge so strange and with such huge ramifications, I wrote a book about it: The Money-Raising Nonprofit Brand.)
Here's some more about nonprofit branding, from Queer Ideas: Why you should stop f***ing about with your logo and stick to fundraising instead:
... if you are hoping a rebrand might increase your income, it may well be the case that you really should be speaking to a fundraising agency instead.
Check it out, or watch the video here:
