Charities that view fundraising as a chance for brand extension are set for greater recognition, amplified impact, and increased returns. As competition rises from social enterprise products and engagement declines in traditional fundraising methods like direct mail and outreach campaigns, innovation becomes more crucial than ever for charities.
Most charity organisations or locked in the dual pursuit of fundraising and delivering on their mission. In this balancing act, unlike consumer goods, they must persuade donors to invest in intangible returns. Fundraising efforts are led by passionate teams who embody the charity mission. It requires constant creativity and an intuitive understanding of what makes people tick, and importantly what makes people give.
The pressure to forge connections with their audience and cultivate a devoted community of supporters often prompts charities to innovate in their brand marketing. While this can spark creativity, it also risks diluting the brand’s recognition and impact. For instance, when a charity event introduces a new name, tagline, or visual identity that doesn’t align with the master brand, it can fail to resonate with its audience. The danger lies in losing cohesion; if every campaign adopts a distinct identity, the organization risks becoming a fragmented ‘house of brands’ rather than a unified branded house.
This is where applying the strategies of a brand extension, or even viewing fundraising as an opportunity to evolve their product or service while staying true to their brand, becomes crucial. Increasingly, charities are adopting the mindset of larger corporations by integrating brand extensions into their fundraising strategies.
What is a brand extension?
A brand extension is a strategic move where an organisation introduces a new product or service by leveraging its existing name and equity. Brand extensions harness the existing strength of your brand so you can move into new markets and innovate your offering – all while reinforcing the core essence of your brand.
… But it has to be done right
Brand extensions shouldn’t be thought of as ‘just a way to make more products’ or ‘a way to enter new markets’. It has to be a strategic and aligned with your organisations purpose, mission and values. Authenticity is key. Jumping onto trends and bandwagons risks diluting your brands identity and receiving backlash from the people who love your brand the way it is. Think of it as a calculated side step or a well-crafted spin off show… retaining your brand’s key characters and storyline while exploring new horizons.
How charities can use this tool?
For most charities, the success of a brand extension hinges on the strength of the central brand. A well-established and trusted central brand allows charities to strategically explore extensions that expand reach, seize new opportunities, or innovate within their mission scope.
When venturing into a new fundraising product for your charity it is important to sense check the concept against the central brand and business goals.
This includes
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- is there alignment with the mission and values
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- is there a genuine need in the market
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- does it engage and inspire donors
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- and does it have potential to drive long-term meaningful impact?
An effective strategy is to tap into the iconic symbols already embedded within your brand and use them as a launching pad. Cancer Council Australia, for instance, has harnessed the emotive power of their Daffodil symbol across fundraising events, merchandise, and sun protection products. This not only promotes cancer prevention but also funds their charitable initiatives.
When it comes to branding, finding that delicate balance between consistency and creativity is crucial. Striking this balance ensures that your fundraising efforts resonate deeply with your audience while simultaneously strengthening your brand. By leveraging familiar symbols creatively, charities can forge stronger connections with supporters and expand their impact in meaningful ways.
If you want to create innovative campaigns that align with your brand or are considering venturing into charity brand extensions, speak with us today. We specialize in transforming missions into impactful campaigns that inspire and engage.
