Why charities should make more of their brand in online fundraising
Howard Lake | 24 February 2012 | Blogs
I’ve written a guest blog for the Guardian‘s Voluntary Sector network this week on the question of why charities should build more of their branding into their online fundraising platforms. It’s not about logos and identities, it’s about creating more of a relationship between the donor and the charity as well as the one that exists between the donor and the fundraiser.
I believe organisations like Just Giving, Everyday Hero, Bmycharity and Virgin Money Giving (to name just a few) have done incredible work in helping a huge number of people raise money for important causes and so I’m certainly not being critical. It just seems obvious to me that if donors have more of a relationship with the casue as well as the fundraiser they’re sponsoring, then future donations will be easier to attract / develop…
Why is this important? Because this is how successful charities turn one-off donations into ongoing giving ie; grater financial sustainability. Here’s the article in full, please do share your online fundraising thoughts…
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About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.