Fundraising is focussed on the bottom line. Hard, tangible cash. Facts and figures. Brand is about perception. The heart and mind of the audience. Intangible feelings.
OK, so I’m being purposefully black and white. But everyone of my friends in the sector feels that brand and fundraising teams need to work better together. And with the sector still suffering reputational damage and a new drop in voluntary income, it needs to be all hands to the pump.
And I’ve seen where this happens in perfect harmony. The case for support. I’ve worked on lots of cases for support for very different charities, and they always show me how close communication, brand and fundraising teams actually are, and how well they can work together.
Alexander Scott explains how the case for support is the core story that weaves together brand narrative with need, and the action you want your audience to take.