5 REASONS TO ALIGN BRAND AND FUNDRAISING

Since March 2020, the world has changed and with it we believe, the clear need for brand and fundraising to work closer together.

While the goodwill to good causes remains high, some traditional channels and methods are struggling to attract the funds they used to. There are learnings from 2020/21 which point to a far stronger model: aligning fundraising and brand to produce more coherent, focussed and energised messages.

Here are 5 top reasons why I believe it’s time to align!

1.  Stronger clarity of purpose

Recent research shows that 88% of consumers want brands to make it easier for them to create a better world. (Forbes.com). It’s time to unify our brands and our fundraising to more clearly show potential supporters how they can make a difference.

The case for combining brand and fundraising marketing budgets to achieve one common aim are obvious. To this end, many charities are refocussing their purpose, simplifying their positioning and even changing how they refer to themselves. Some believe the word ‘charity’ is starting to feel too passive, whilst ‘not for profit’ feels more 'can do' and action focussed.

Our research shows that people want to feel more embraced into a brand, to feel a bigger part of the mission and the solution, rather than simply being held on the fringes of the organisation with tactical appeals. We need to include supporters in not only giving to provide services but also to help in shaping them. 

2.  It feels good

Research also indicates that since Covid, many people have been reframing what’s really important to them. We’ve seen strong increases in the importance of community and togetherness, with compassionate values also shining through. Whilst most fundraising to warm supporters has remained effective, what works in cold recruitment is evolving rapidly. We’re finding that creating positive messaging is providing a more effective way to shine through the gloom of everyday news. 

We’ve had tremendous results on TV with the upbeat and charming Paddington’s Postcards product, showcasing the work of UNICEF. We’ve had similarly target beating results for positive campaigns for RNIB, Practical Action, Guide Dogs and The Wildlife Trust.

 3.  The beneficial cumulative effect

Don’t fight the brand, ooze it at every touchpoint! The more people that associate an NFP with a particular mission, the more credible that mission appears, and any fundraising aligned to this also benefits, whilst hopefully feeling simple and more positively emotive.

Consistently aligning communications to ‘one voice’ also ensures that supporters don’t get mixed messages whilst helping to build brand personality. Such brand consistency in turn helps further improve fundraising.

 4.  Better supporter experience

What’s more engaging and uplifting than a supporter journey which makes you feel part of something far greater than the latest appeal? If we can embed those feeling from the offset, enticing people to engage in further ways is far easier.

 5.  It works!

The evidence is clear and compelling. To look back over the last 12 months is to identify which causes are standing out from the pack. The classic ‘need-solution’ equation upon which many organisations were based upon is now evolving to something more deeply rooted and personal, one of shared values, motivations and beliefs.

The next few years will surely see the rise of a new phenomenon - the fundraising brand. Charities that align their brand and ask messaging for maximum effect to attract a new generation of supporter.