Do You Have Answers to These Questions?
Our "feature" today is a little different. We've recently received questions from FS/Today in Fundraising readers, and we'd like to pose them to you. If you have any insights to share, please feel free to leave them in the comments section.
Renaming your organization
"We are considering a renaming. I am curious if groups out there have done a renaming and not experienced a decline in revenues, or actually saw an increase?"
Timing of acquisition mailings
"My board of directors has authorized sending out 100,000 acquisition mailings per year. I wonder what month of the year is best to send out such mailings? We are a 501(c)4, so donors do not receive tax deductions for gifts made [to our organization]. I would like to send our package out as soon as possible of course!"
We're also interested in your thoughts on the great branding debate. By The Horns columnist Tom Harrison took it on in his column in March, and we've been getting some great insights, some of which we featured here. What do you think?
Responses to "Can Branding Help Fundraising"
"Tom, Great topic! I liked some of what you say here, but I think further discussion about the definition of branding is needed. Having spent twenty years working for consumer and business branding and advertising agencies before turning my focus to those serving nonprofits about ten years ago, I define branding thusly: your brand is the promise you keep, not the one you make. At it’s essence, your brand is defined by your audience, not your advertising, branding or even your fundraising communications agency. If your target audience has a pleasurable experience with your product, service or nonprofit, and this experience is also reflected in your brand promise, then it paints your brand in a favorable light in their minds. But if your brand promise doesn’t measure up to their experience, then nothing you say or do will change their perception. This is why it’s often said that your branding really begins with your phone receptionist.