Brands that nailed messaging to maximize fundraising
As a business owner, marketing pro, or comms specialist, we don’t have to tell you twice: branding will make or break your organization’s success.
However, some indicators of success rely on branding more than others. In this week’s edition of The Filter, we’re exploring one that might just top the list: fundraising.
Above sales, partnerships, customer engagement, or whatever else might matter to your biz, next time you embark on a fundraising journey, you won’t get far without branding in place.
Ready to see what success looks like in this space? Here’s a breakdown of excellent fundraising powered by excellent branding.
Keys to Consider
Before showing off our favorite examples, let’s take a look at why this link matters:
👉In such a competitive landscape, nonprofits have no choice but to vie for resources. Branding is one of the few reliable ways to cut through the noise.
👉While businesses can offer stakeholders financial incentives, nonprofits cannot. Instead, they must drum up belief in their mission.
👉Donors tend to care deeply about how their financial support aligns with their personal values – therefore, brands must directly demonstrate how they do so.
👉A consistent message fosters much-needed trust in an organization’s mission. Cohesive logos, fonts, colors, and messaging all work together to achieve this. Again, donors want to feel confident about their investment!
👉Nonprofits also bear the burden of educating prospective donors about the context of their cause. To keep it clear and concise, branding must be strategic.
Habitat For Humanity
A compelling case study for these key points is Habitat for Humanity, which provides affordable housing solutions to low-income families. Here are just a few things its strategic branding has successfully achieved:
✅Trust and credibility: this nonprofit has delivered on its promise time and time again, earning a strong reputation for its proven ability to make a difference.
✅Differentiation: the nonprofit's unique approach to affordable housing sets it apart from other organizations. The distinctive logo, messaging, and visual identity associated with Habitat for Humanity creates instant recognition, making it easier for potential donors to identify the cause.
✅Emotional Connection: centered around the idea of providing a decent place to live for families, the nonprofit’s branding resonates deeply with people's emotions. It effectively evokes feelings of hope, empowerment, and community.
With these and other branding indicators, Habitat for Humanity's brand equity translates into fundraising efficiency. The organization's reputation for responsible use of funds, transparency, and the tangible impact it creates encourages potential donors to contribute with confidence.
ARC, WWC, St. Jude’s & More
To instill trust and create an emotional connection with potential donors, it takes more than just a logo or tagline – the story, mission, values, and voice much differentiate you from other organizations.
Here are more impactful brands that successfully resonate with donors, make them feel aligned with the cause, and motivate financial support:
🚰Charity: Water: dedicated to bringing clean and safe drinking water to people in developing nations, Charity: Water centers around its compelling brand story. Their 100% model – where every public donation directly funds water project costs – is especially great for achieving transparency and appealing to donors who want to see exactly where their money is going.
❤️American Red Cross: an iconic brand recognized worldwide, the ARC’s consistent branding has earned trust over the years. Donors know without having to research that their contributions are going towards disaster response, blood donation, health, and safety training, and support to military families.
🐼WWF (World Wildlife Fund): The WWF has created a strong brand with its iconic, consistent, and emotionally compelling panda logo. Its clear focus on preserving the earth's most vulnerable ecosystems and species has attracted millions of supporters worldwide.
🏥St. Jude Children’s Research Hospital: St. Jude's branding revolves around a powerful promise: families never receive a bill for treatment, travel, housing, or food because they believe families should only have to worry about their children. This unique, specific, and consistent message resonates deeply with donors, positioning St. Jude as a compassionate, impactful, and trustworthy organization.
Schedule a Consultation
Need help cutting through the fundraising noise? At iProv, we’ve mastered the art of branding for local, regional, and national charity organizations alike – all with the goal of maximizing fundraising to power impact.
Click here to schedule your free consultation to explore the possibilities of nonprofit branding, campaign marketing, and much, much, more.
