The first step in fundraising is not fundraising.

An expert fundraiser even admitted:

The first step in fundraising isn’t fundraising.

Instead, in the frantic scramble for donor dollars, most nonprofits skip the starting line.

Brand.

“The success of [fundraising] hinges on three core elements: brand awareness, donor retention, and donor engagement,” says the veteran fundraiser Eric Streiff in Philanthropy Daily.

1. Brand awareness is the beginning of your donor relationships.

2. Donor retention harnesses the power of long-term commitment.

3. Donor engagement builds a community of active advocates.

Make sense?

That’s why we say at Mighty Ally —
Build the brand behind the grant.

Or in other words —
To get funding, be fundable and findable.

💰 Being fundable means knowing why you exist, what you do, where you’re going, who will do it, and how to get it done.

In other words, your theory of change and strategic plan (your brand).

🔍 Being findable means occupying a distinct space in the minds of your audience, plus routinely communicating a brand promise.

In other words, your positioning strategy and marketing communications (your brand).

Fundraising alone?
You’re playing whack-a-mole with donors.

Focus on brand?
You’re setting up a row of dominos.
One push, the wins keep coming.

Fundraising by itself is a sprint with no finish line. Brand strategy plus fundraising is a marathon you’re destined to dominate.

Make no mistake, each is critical and they’re both legs of the same race.

But when even the philanthropy gurus tell you to start with brand, it’s time to set a new pace for your organization.

“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.”

Brand first, funding second.

💪🏽💛

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The Daily Bonus

This image and article by

Ted Gioia

went viral in the last few days. It’s a must-read for every human — especially parents.

“We’re witnessing the birth of a post-entertainment culture. And it won’t help the arts. In fact, it won’t help society at all.”

“The tech platforms aren’t like the Medici in Florence, or those other rich patrons of the arts. They don’t want to find the next Michelangelo or Mozart. They want to create a world of junkies—because they will be the dealers.”

This wisdom is essential for brand professionals. Because art is being gobbled up by entertainment being gobbled up by distraction being gobbled up by addiction.

So how might this rise of dopamine culture change the way to communicate with our audiences?

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