Читать книгу Launching & Building a Brand For Dummies - Amy Will - Страница 27

People give an organization money only when they believe it’s going to a worthy cause and trust the organization to use the money wisely toward that cause, so having a strong brand is essential.

When you’re building a brand for a not-for-profit organization, focus on three areas:

 Storytelling: First and foremost, people need a compelling reason to donate to the organization. They need to believe that the organization will make the world a better place in a way that matters to them.

 Credibility: The organization must demonstrate that it uses money wisely to fulfill its mission. If money or projects are mismanaged, people will be reluctant to donate.

 Transparency: The organization must keep donors informed about where the money is going and about successful and unsuccessful projects. Transparency builds trust, and people won’t donate to an organization they don’t trust.