Atul Tandon

Yesterday, the mother of a sick child Googled the name of a devastating disease. She got thousands of results, but the ones that interested her the most were links to your organization’s Web site; two stories from the national media; a handful of online support groups for patients and their families; a general health Web site with online communities dedicated to the disease; and one site focused exclusively on a heartsick father’s negative experience with an operator on your organization’s support line.

On Branding: “What we are telling our donors in terms of our brand promise, in terms of our communication strategy, in terms of the donor promise we make when we raise money from them — that’s got to make sense to the staff; it’s got to make sense to the beneficiary; it’s got to make sense to the communities we live in — to society in general. The donor promise, the community promise and the beneficiary promise — they have to be mutually understood and have to be mutually regarded as a win-win, and that becomes the single bottom line.”

FundRaising Success: If you were to leave World Vision U.S. now and go to another nonprofit organization, and that organization was bringing in funds and its programs were doing what they were supposed to do, but it felt somewhat static, what would you do? How would you turn that around?

Editor’s note: This is the third in a quarterly series of stories we’re calling “The Leadership Series,” where leaders in the fundraising sector speak to big-picture issues fundraisers need to think about, over and above the day-to-day details of their jobs.

Editor’s note: This is the third in a quarterly series of stories we’re calling “The Leadership Series,” where leaders in the fundraising sector speak to big-picture issues fundraisers need to think about, over and above the day-to-day details of their jobs.

More Blogs