Why spend money building brands?

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According to UK fundraising expert Adrian Sargeant, the staff in the communications departments at many nonprofits may have 'lost the plot' over what they are there to do.

 

Why spend money building brandsShould nonprofits spend money on building their brands? The answer isn’t as straightforward as you might think.

On the one hand, you’d have to say that donors do tend to favour larger and more successful nonprofit brands and this is certainly so in the domain of legacies.

It is intuitive that when the lawyers (or other will writers) ask their clients if they wish to make a gift to a charity, it is the brands with the greatest name recognition that, by definition, will be at the top of the list.

But, on the other hand, the link between awareness and other forms of giving is far from proven. Thousands of dollars can be spent on brands with little, if anything, to show for the effort. And many communications departments do seem to…

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