A top fundraiser finally said it:
The first priority in fundraising isn’t fundraising.
Instead, in the frantic scramble for donations, most nonprofits skip the starting line.
Brand.
“The success of [fundraising] hinges on three core elements: brand awareness, donor retention, and donor engagement,” says Eric Streiff in Philanthropy Daily.
Brand awareness is the beginning of your donor relationships.
Donor retention harnesses the power of long-term commitment.
Donor engagement builds a community of active advocates.
That’s why we say at Mighty Ally —
To get funding, be fundable and findable.
In other words: brand first, fundraising second.
Make no mistake: brand and fundraising are critical and are two legs of the same race. It’s not about the order of importance. It’s about the order of operations.
So when even the philanthropy gurus tell you to start with brand, it’s time to set a new pace for your organization.
The takeaway here?
“When these pillars are aligned, nonprofits not only secure the financial resources they need but also build a community of like-minded, principled individuals,” says Streiff.
“Embrace these three principles as the bedrock of your fundraising strategy, and watch as your nonprofit thrives, creating lasting change in the lives of those you serve.”
💪🏽💛
The daily bonus
Speaking of brand and thinking about your donors, here’s a reminder that you also have to pay attention to the way different generations perceive you.
Report: Gen Alpha’s tech sophistication will challenge brand strategies
A majority of Gen Alpha possesses a more mature, grounded perception of brands than their parents did at the same age, a quality that will challenge conventional marketing strategies, according to a study conducted between Razorfish and researcher GWI.
Sneak peek
Coming up in tomorrow’s newsletter:
You’re not only in the business of fighting poverty and injustice. You’re also in the business of developing and advancing big, bold ideas.
Thanks for the mention!