Conference Roundup: The Today and Tomorrow of Fundraising
“We’re in a fast-moving marketing climate where new trends and developments appear on a regular basis,” he said. “And looking outside of the narrow world of nonprofit fundraising to the broader direct-marketing community is really essential.”
6. There’s an urgent need to have an easily expressed, emotionally powerful identity.
“Every piece of communication we do on behalf of our organizations has two key functions,” O’Brien said. “First, it has to be engaging and compelling in its own right. Second, it has to reinforce and deepen the recipient’s understanding of the organization’s core narrative. Nothing about the emerging fundraising environment changes the importance of brand.”