How to Brand Your Fundraising Efforts
If you’ve taken any time to research what it takes to create a successful online fundraising campaign, or to be successful in online marketing at all, then you’ve likely stumbled across the topic of “branding.” In terms of online presence, branding refers to the act of establishing your organization as not only an authority, but THE authority within your industry or niche. While the steps to brand your fundraising efforts may vary based upon your industry, there are several universal rules.
Tip #1 – Synchronize Logo and Color Scheme
Perhaps one of the most important steps in branding your fundraising efforts is to use a uniform logo and color scheme for all communications. This means using the same color scheme and logo for social media posts, newsletters, infographics, websites and in all donor communications. Uniformity is the most powerful element in branding.
Tip #2 – Consistent Message and Mission Statement
Creating and sticking to a consistent message and mission statement is among the most powerful ways to streamline all fundraising efforts and branding your cause. When you go forth with a consistent message then all efforts and communications align with the primary goal. This is essential when communicating with potential donors on a small and large scale. Before ever beginning a fundraiser, make sure your organization and the entire support staff align with your message. If those speaking on your behalf don’t understand what you stand for, then incorrect information may be delivered. Mission organizations are one of the best examples of this branding tip. World Vision, for instance, has a strong mission statement and message available with all of their branding and marketing efforts.
Tip #3 – Become an Authority
If you wish to attract donors who are dedicated to your cause or organization, then you must create a space where valuable information is collected. Creating a blog or content-rich website is essential to branding your organization. Think of ways that you can educate visitors on not only surface-level information, but abstract information as well. The goal is to provide visitors with valuable and unique information regarding your industry or cause. Doing so engages visitors and creates loyalty. The reason: you’re providing free and accurate information. Visitors will want to repay this act by giving donations to your cause.
Tip #4 – Create Social Media Hashtag Campaigns
In order to create a true brand, you must communicate with potential donors in their current language; social media. The most effective way to brand your campaign and organization through social media is to utilize hashtag campaigns. For example, #GiveChildrenBackpacks if your organization provides school supplies to poverty-stricken children. This not only promotes your organization, but also creates a buzz regarding your fundraising efforts. Both are essential when branding your cause.
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