To Sell, You Need a Brand

In my ten years experience as a development professional, never have I been able to do my job without the help of communications and marketing experts. Fundraising is selling something, it is that simple.  You are selling the great work of a great organization, an opportunity to give and to get involved, a chance to be a part of something for the greater good.  You can’t sell something without a message, a brand, an identity.  Well, you could try…and struggle every step of the way.

As we become more and more of a digital world and as younger generations become the donor bases for organizations across the world, non-profits will need to have clear, captivating, and compelling brands and messaging.   Simply put, that is what is expected.  Things are always changing, but what will never change is that people now want to see clean and useful websites before they invest in anything – merchandise, vacation spots, employers, and, without a doubt, causes.  They seek visual confirmation that you are current, relevant, and legitimate, before they even talk to you.

We as fundraisers need to bring a deep understanding and respect for this fresh approach or else we leave the causes we care so deeply about vulnerable.   We also need to understand that we now have a natural partner in the field: the Communications Marketing professional.  Nonprofits have long known they need at least one dedicated Communications Marketing staffer, but we are still a little ways from working together within the same four walls.  That is how close we need to be…or at least in the same meetings!

Don’t worry.  We will get there.  After all, collaboration, team spirit, and bringing together people to do unbelievable work is what we do best of all!