Charities forget brand values in fundraising at their peril.

Charity - Andrew Carnegie.Most decisions we make about brands have deep emotional connections. In many cases they are signifiers for our own sense of identity. Our choices in clothes, food and drink, cars and transport touch us at subconscious levels to accord with our sense of self. They feel right for us as they relate to our personal values and experience.

The more directly emotional the category of the brand, the stronger the connection. There can be few more emotional connections than those we have with charities we choose to support. Our choices are based on direct tugs to our individual heart-strings. We respond to deep beliefs and reflect strongly held values.

In general, the charities’ core activities are strongly in line with their brand values. They are very visible manifestations and probably demonstrate the reasons why we chose to support them in the first place. Where there are concerns lie in their down-stream activities, particularly fundraising. This is where we are most likely to interact directly with the brand and where a mismatch of values can become apparent.

Bob Geldof’s, “Give us your ****** money”, was right on the brand message for Liveaid. It resonated with the values of the supporters. Clearly, there are many charities for which such an approach would be inappropriate.

There has been a good deal of critical press about such activities as ‘chugging’ or ‘charity mugging’ where hit squads target city centres. There are arguments for and against, and for big charities it can be argued that the end justifies the means. However, often aggressive fundraising can seem out of synch withe the values of serious charities. Fundraisers must take a hard look at the characters and values of the loyal supporters and match their efforts to the shared brand values.

Brand values must be consistent above all. Sometimes it seems as though there is a disconnect between a charity’s core brand, its purpose and actions in the field and the activities of the fundraising arm.


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