Know who you are and then do it deliberately, advises Greg Bechly.



Know who you are and then do it deliberately, advises Greg Bechly.

At the heart of fundraising there is a great conflict. It’s the conflict between fundraising and brand. We’ve all seen it, and too often experienced it, with a large degree of frustration.

As a fundraiser you need to use specific serif fonts, images of real people and techniques that graphic designers don’t want to use because – quite simply – they think it looks “ugly”.

Brand managers and marketers, the custodians of the brand, want things to look clean, crisp and positive. They often develop guidelines that require images of people  smiling, outcomes presented as positive, and language that is hopeful so that readers feel confident that inroads are being made and new developments are just on the horizon.

As a fundraiser, you know this approach won’t necessarily work.

Considering fundraising is the bedrock from which your organisation is able to deliver on its mission, and brand is the way the world views the…
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