Charity fundraising and brand building: do they go together?

This article discusses the problems faced by charities in fundraising. There is general agreement that fundraising and awareness are linked, although precise the causal relationship may vary.

Charity fundraising and brand building: do they go together?

Nigel Firminger

Raising awareness and raising money are forged from diverse disciplines. The organisational structures of large, integrated charities endorse this. Every charity, large or small, is beset with the issue that awareness levels, or the lack of them, and fundraising are linked. This evidence-based article will describe the issues and possible solutions facing charities and campaigners faced with these twin objectives.

At the risk of generalisation, awareness is driven by coverage-raising disciplines, and fundraising by frequency. Coverage and frequency are complementary – as one goes up the other goes down....

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