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How brand can drive philanthropy

When & Where

10:30 - 11:30, Monday 3rd July 2017
Auditorium 2 - Level 4




Alice Devitt , John Spencer



Many major donor fundraisers intuitively use brand to help raise significant gifts. But they rarely think of it as such. A compelling brand can help fundraisers bring to life the stories that are needed to leverage higher level gifts. We will also explore how to make best use of donor and partner brands. Alice and John will share their years of experience through case studies and anecdotes. The audience will also be an opportunity to ask questions and share their own stories about how they have used brand to solicit large gifts.

The best fundraisers understand the importance of brand to donors and partners. The most sophisticated not-for-profit brands now involve their fundraisers in brand strategy and other brand-related decisions. Many organisations are developing philanthropic programmes or trying to step-change their high-level giving to deliver increased income. Yet brand is still largely thought of as important only to high volume individual giving, digital fundraising and corporate partnerships. It is rarely mentioned in philanthropy programmes which generally focus on developing personal relationships through moves management and cases for support.

Brands that are an integral part of major gift programmes reinforce the presence of an entire organisation, and that’s vital to developing robust and distinctive cases for support that avoid a ‘me too’ approach.
By consciously and explicitly exploiting their brand, smaller, less well-known and less well-connected organisations can mitigate their challenges, maximise their advantages and better connect with major donors.