Why Should Nonprofits Invest in Brand? And, Where to Begin.

Virtually no one in the non-profit world will dispute that building trust and credibility is a top priority for their organization. Yet, many consider spending money on brand development in direct opposition with their primary objective: raising more money. In reality, the two go hand-in-hand. The common denominator: trust.

This paper outlines how nonprofits can take a page from successful companies by implementing a brand program that walks the talk of their cause. The end result: the trust that is the foundation for meaningful long-lasting relationships with both individuals and corporate donors.

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http://www.brandchannel.com/images/papers/448_Nonprofits.pdf>