The Enlightened Path for Fundraisers
The Old Way: The organization has a tightly controlled brand that’s meant to accurately portray its excellence and aspirations.
The Enlightened Way: Donors help shape the brand, based on their own aspirations.
A self-centered brand, one that’s a fine-tuned engine designed to stroke the nonprofit’s self-image, is not going to excite or even interest the cause-oriented donor. In fact, it’s a symptom of a misdirected organization that would rather feel good about itself than get outsiders (donors) involved in its work.