Why Should Funders Know About Your Brand?

Who needs to be educated about your brand?

Your stakeholders? Of course. Your board members? Definitely. But what about your funders?

It may seem tricky, but it’s really a no-brainer.

Recently, I had the privilege of attending several presentations made by a nonprofit’s Executive Director and Development Director to its key funders. This organization had done thorough, excellent work on developing their new brand strategy and were excited to share their diligence with those who had a vested interest in their efforts.

The result? Marvelous dialogue, ideas for new collaborations, and a reinforcement for the funders that the organization they invest in is wisely marshaling resources toward reaching its goals.

The funders were so impressed with and appreciative of the branding work. I could almost see the light bulbs go off in their heads as they deepened their connection with an organization they’d known and funded for years. Not only did the conversation strengthen their ties with the organization, their inclusion demonstrated how much the organization values their support.

Even better, it wasn’t an ask. It was enacting a best practice: Clearly communicating your brand to those who matter most. Educating your funders on your organization’s brand paves the way for stronger work together in the future, and is built on trust and mutual respect. It empowers your funders to represent you accurately and enthusiastically to others, and shows them you value their input.

When you really “own” your brand, you have to believe in it and become its biggest cheerleader. And if along the way you garner fervor and excitement from those close to you, the power of your brand will surge.

Have you involved your funders in better understanding your brand? Please share your experiences with us. We want to hear from you what’s worked—and what hasn’t!