Do You Need a Post-recession Turnaround?
Fundraising is about motivating people to take specific actions. The font you use to do that just doesn't have the horsepower to move the needle — unless it's unreadable, in which case it can move the needle a long way in the wrong direction. Which brings us to the darker and more painful side of nonprofit rebranding:
2. Brand gurus hate your donors. They hate how old, unsophisticated and middle-class they are. They hate the literal, straightforward, untinged with irony, wordplay or cleverness messaging that actually moves your donors to action. The Visual Identity System capable of reaching your donors would be an embarrassment in the brand gurus' portfolios.
So they brand for themselves: cool, modern, clever stuff that will look great in their portfolios. Maybe even win an award. And you, having a lot more in common with the gurus than with the donors, say, "Wow!" It's the coolest thing ever. You can hardly believe the ugly crap you used to do before the new brand!
But your donors? Those corny, old folks just don't get it. They can't tell who you are anymore. They're not making any emotional connection with the new look and feel. Often, they literally can't read the spindly, modern sans-serif fonts printed over dark backgrounds that the new brand requires.
Revenue crashes.
Instead of a new brand, get a better offer
By better, I mean a donor-centric call to action that's:
- Specific.
- Simple.
- A great deal for your donors.
- Emotional.
- Urgent.
Get it right, and it's an expression of your cause that helps donors see how critical they are to your mission. Giving becomes a thrill, packed with psychic rewards and connected with a story they can tell about you and about themselves.
A great fundraising offer is the heart of successful fundraising. When it comes to brand, your offer is what matters. It can help turn things around in a hurry.
