Why Non-Profits Should Invest in Brand

The other day a client - who happens to be a principal in a non-profit organization - asked: How can non-profits maximize their fundraising efforts during an economic downturn and position themselves for the upturn?

I understood where she was coming from. After all, when times are hard, it's tough to decide where donors' hard-earned dollars will go. Haiti? The American Cancer Society? Go Red for Women? Susan G. Komen Foundation? The list is endless - and there are a lot of good causes.

Donors Still Give During Recessions

Historical data shows that donors will continue to give during recessions, and non-profit organizations can continue to raise funds - provided that they talk to people about their programs and goals by making a CLEAR, COMPELLING CASE.

People don't give just because there's a need; they give when there's a connection, when the message is clear, easy to understand, grabs their attention and is substantiated. They make decisions based on how closely aligned the organization is with their values and how much trust they have in what the organization is doing.


Making a Connection is the Key

This applies to making donations to non-profits as well as buying consumer products. And just like the for-profit companies' consumers. . .it's the BRAND and its "delivered promise" that connects donors with the non-profit organization. It's what makes that non-profit organization stand out and ultimately creates the emotional connection with the interested party - in this case, the donor.

When a non-profit organization truly differentiates itself and communicates a clear message to those who care, people will perceive it as higher quality and a better investment.