You’re Not Nike — Get Over It
Notice these are both "you" statements, not "we" statements. The smart nonprofit brand communication guidelines are packed with you statements. And thin on we statements. All that stuff about how cool the organization is moves into the background where it belongs.
When a donor gives, you just deliver the information you promised. Deliver it quickly, well and frequently. And overdeliver, while you're at it.
At that point, you're fulfilling a fulfillable, no-BS promise. There's no gap in the donor experience. Fundraising keeps working, and the revenue you need stays on target.
So when someone comes to you wanting to help you build a corporate-style, super-polished, look-at-me brand — you might want to say no thanks. You can't afford the damage it can do to your relationships with donors.
And you'll save your marketing people the embarrassment of making outlandish claims about what –matters most. FS