The human brain processes visual information 60,000 times faster than it processes text. Therefore, when your audience navigates to your website, the first thing they’ll absorb is your visual identity and brand. When they encounter your brand on other marketing materials, they should immediately associate it with your mission. Your brand is more than just […]
Donor identity: you should care about how donors see themselves
Understanding donor identity will strengthen your fundraising. My daughter recently graduated from Oberlin College. At the ceremony, speakers repeatedly encouraged the grads to go change the world. They were greeted with loud cheers. It was obvious that from alumni to faculty, to graduating students and their younger friends, that Oberlin has a strong sense of […]
Share this:
Witness to Brandicide
It’s not as if we weren’t warned. Really smart people have written about the killing power of a new “brand”. (See Jeff Brooks at Future Fundraising Now or Tom Ahern’s site: Ahern Communications, Ink). If you’ve seen it up close, you know what I’m talking about. It’s infuriating. The process works something like this: Fundraising isn’t […]
