# Why charities should make more of their brand in online fundraising

- Link: https://fundraising.co.uk/2012/02/24/why-charities-should-make-more-their-brand-online-fundraising/
- Published: 2012-02-24T10:34:00+00:00
- Author: Kevin Baughen

**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 JustGiving](https://fundraising.co.uk/2016/03/16/justgiving-hmrc-agreement-restoring-lost-gift-aid-family-donations/),
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…

## Advertisement

Why is this important?  Because this is how successful charities turn one-off donations
into ongoing giving ie. greater financial sustainability.  [Here’s my Guardia article in full](https://www.theguardian.com/voluntary-sector-network/2012/feb/23/charity-brands-online-donations-fundraising).
Please do share your online fundraising thoughts…

 * **[Getting more from online fundraising – a follow-up](https://fundraising.co.uk/2012/02/29/getting-more-online-fundraising-followup/)**(
   29 February 2012)
 * **[Everydayhero offers £2,500 in prizes in Valentine’s Day charity campaign](https://fundraising.co.uk/2015/01/30/everydayhero-offers-2500-prizes-valentines-day-charity-campaign/)**(
   30 January 2015)
 * **[Rock ‘n’ Roll Liverpool Marathon partners with everydayhero for online fundraising](https://fundraising.co.uk/2015/05/02/rock-n-roll-liverpool-marathon-partners-with-everydayhero-for-online-fundraising/)**(
   2 May 2015)

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