Guide to Giving
MEDIA, JOBS & RESOURCES for the COMMON GOOD
News  |  FundraisingBest practice

Is your brand hurting your fundraising?


Thursday, 25th July 2019 at 8:29 am
Maggie Coggan
Branding should be built to support an organisation’s fundraising needs, not as an object of vanity, a new report warns.


Thursday, 25th July 2019
at 8:29 am
Maggie Coggan


0 Comments


FREE SOCIAL
SECTOR NEWS

 Print
Is your brand hurting your fundraising?
Thursday, 25th July 2019 at 8:29 am

Branding should be built to support an organisation’s fundraising needs, not as an object of vanity, a new report warns.

The report, published on Tuesday by the Philanthropy Centre and commissioned by ACA Philanthropy and Fundraising, found that investing in fundraising is linked to better financial results instead of just spending money on branding. 

Philanthropy Centre chief executive Adrian Sargeant, who co-authored the research with academic Harriet Day, said too many NFPs saw the brand as an object of vanity, and didn’t understand that investing more in fundraising would bring in more money.  

“Our work shows the folly of this approach. Or at least the folly if the goal is to raise

massively more income to make an organisation’s vision a reality,” Sargeant said. 

Financial accounts of 30 leading UK charities were examined for the research, and organisations with high levels of fundraising growth were interviewed to understand how brands were managed, and how branding could be leveraged to boost fundraising performance.

The research found that money spent on fundraising alone could account for 87 per cent of the variation in fundraising income, while money spent on the brand only contributed to 1 per cent of that increase.  

The report found that brands could play a role in making a charity “fundraisable” during the creation of the brand strategy if all employees understood the role of the brand was to build fundraising success. 

“Our outstanding fundraising organisations had been able to use the branding process to harness the passion the whole organisation had for the ‘why’ and thus lay the groundwork for everyone to understand why fundraising was so important and to get fully behind it,” the report said.  

Strong fundraising brands were also more likely to focus on purpose, proposition, personality, and passion.

These factors were consistent with the stimulation of “brand love”, and the report said that lessons could be learned from the commercial sector on how to develop that. 

Find a full copy of the report here. 


Maggie Coggan  |  Journalist  |  @MaggieCoggan

Maggie Coggan is a journalist at Pro Bono News covering the social sector.


Got a story to share?

Got a news tip or article idea for Pro Bono News? Or perhaps you would like to write an article and join a growing community of sector leaders sharing their thoughts and analysis with Pro Bono News readers?

Get in touch at news@probonoaustralia.com.au

Get more stories like this

FREE SOCIAL
SECTOR NEWS

Write a Reply or Comment

Your email address will not be published. Required fields are marked *



YOU MAY ALSO LIKE

Australians’ generosity a “mixed bag”

Maggie Coggan

Tuesday, 20th August 2019 at 8:23 am

New FIA short courses address skills gap in fundraising sector

Contributor

Thursday, 15th August 2019 at 9:01 am

Government under pressure to take action on fundraising reform

Luke Michael

Thursday, 15th August 2019 at 8:19 am

Fix fundraising: ‘The horse has well and truly bolted’

Wendy Williams

Wednesday, 7th August 2019 at 4:45 pm

POPULAR

NDIS help arrives for Australians experiencing homelessness

Luke Michael

Friday, 9th August 2019 at 4:42 pm

Disability groups call for better quality plans in NDIS review

Luke Michael

Monday, 12th August 2019 at 4:51 pm

Don’t Buy. Don’t Supply. Say Why.

David Ritter

Thursday, 8th August 2019 at 8:13 am

Gillian Triggs to shine a light on Australia’s refugee treatment

Maggie Coggan

Monday, 12th August 2019 at 5:04 pm

subscribe to careers
pba inverse logo
Subscribe Twitter Facebook

Get the social sector's most essential news coverage. Delivered free to your inbox every Tuesday and Thursday morning.

You have Successfully Subscribed!