What’s with the charity rebrand trend?!

You may have noticed a bit of a trend lately of charities “rebranding”. Canadian Diabetes Association is now Diabetes Canada. Heart & Stroke changed its logo and freshened up its visual identity in November of last year. Sick Kids launched their “VS” campaign last year, too. Big charities are bringing new attention to themselves and the important work they do by making a creative splash in the marketplace.

Why? Well, if you’ve been working in fundraising for the last 10 years or longer, you’ve noticed how saturated the Canadian (or any, really) marketplace has become with charities and their messages to Canadians to GIVE! It’s a competitive landscape these days, and in order to stay relevant and reach new audiences and inspire new donors, sometimes a new way to express your “brand” is the way to cut through the noise.

But don’t just jump on the rebranding bandwagon! A new brand or campaign is usually the tip of the iceberg. It’s a big investment for any charity – large or small – to make a big change to its look and name, so you have to give it some serious thought.

Here’s a few things to think about:

Does your brand need a facelift? Heart & Stroke was concerned it was perceived as “your grandmother’s charity” and that it was old-fashioned and not relevant for younger generations. Part of its motivation to rebrand was to modernize its look to reach new audiences. If you’re successfully connecting with donors of all ages, a rebrand may not be for you.

Does your cause need new attention? Diabetes Canada rebranded as much to end the stigma around diabetes as it did to freshen up its look. You may want to rebrand to position the important work you do in a new way, but if you’re feeling good about the way your brand aligns with you’re mission, it may not be the right move.

If you’re trying to reach new audiences, who are they? I did a few interviews on the radio the other day on the topic of charity rebrands, and a lot of the interviewers thought charities were motivated to rebrand in order to get millennials involved in their causes. Fortunately none of them could see me roll my eyes. Remember: millennials are a nut to crack when it comes to fundraising and philanthropy, but they are probably NOT your target audience. It will be a decade at least before millennials make up a meaningful percentage of your donor base, so don’t change your look for them. Think about who you really want to inspire, and make sure any changes you make will speak to them.

What will your donors think? I think that most donors want to see your work funded, and if you can inspire new donors to give more through a rebrand, then your donors may fully support it. But if you run the risk of abandoning your donor base by trying to unnecessarily change your brand, forget it! Don’t let the excitement of a new logo cloud your judgment when it comes to keeping your best supporters close!

So don’t rush into the trend! Make sure you spend time thinking about whether rebranding is right for you. It could be the difference. Just know for sure before you take the plunge!

~~

Written by Maeve Strathy

20150326_Strathy_Maeve_02
Maeve is the Founder of What Gives Philanthropy and has been working in fundraising for ten years. Click here to learn more about Maeve.

Connect with Maeve via:
Twitter | LinkedIn | Email

What if we are the problem?

what-if-we-are-the-problem

On Monday, I had the great pleasure of sitting down with Evelyne Guindon, CEO of Cuso International. I was recording a podcast for Blakely and Evelyne was my interviewee this time around. (Stay tuned for the podcast, by the way!)

Evelyne said something that really resonated with me. She referred to the beneficiaries of their work as “assets”.

Assets.

I absolutely loved that.

Here’s an example: one of Cuso’s focus areas is Livelihood, including the development and financing of enterprises for individuals living in poverty. So if a young woman has the spirit of entrepreneurship and wants to start her own business, Cuso’s programs – supported by donors – can help.

But this young woman isn’t the beneficiary of donor support; she is an asset that’s been tapped into through donor support.

It’s like she’s a natural resource that just hadn’t been discovered yet. I find that it’s a much more empowering way of talking about it.

Besides just loving the way Evelyne spoke about assets, it made me pause and think about the language we use as fundraisers and whether the gap between where we are and what we really want to accomplish is created by ourselves.

I once heard someone say that donors don’t give to charities that have needs, they give to charities that meet needs.

I also often think about the ripple effect millennials have had on the world of charitable giving. No I don’t have the silver bullet to ignite millennial giving, but I do know this group is skeptical about where their money goes when they give, and therefore when they do give, they expect to see a return on their investment, shall we say.

Some donors have always been like that, but I believe millennials as a group really do think this way, and that’s spread to more demographic donor groups over time.

So as fundraisers, if we don’t adapt to be seen in that lens donors are now looking through, we won’t accomplish our big goals.

This is all to say that donors are – and have for a while – thinking differently about their giving. And like Evelyne, we need to change the way we’re talking about our work and our “beneficiaries” to meet donors where they are, and inspire them more than ever before.

Food for thought…

~~

Sign up for my email list and get a FREE E-BOOK on mid-level donors!

Written by Maeve Strathy

20150326_Strathy_Maeve_02
Maeve is the Founder of What Gives Philanthropy and has been working in fundraising for ten years. Click here to learn more about Maeve.

Connect with Maeve via:
Twitter | LinkedIn | Email

If I won the lottery…

That’s dumb. I’d give to some of the 85,000 registered charities in Canada alone. They’re doing good work. I’d help them do what they’re good at. Just because I’m a new multimillionaire doesn’t mean I’m suddenly an expert in things.What I would do though? Create a fundraiser watchdog organization. Recent conversations at AFP Congress, The #Donorlove Rendezvous and Fundraising Day have reminded me that the charitable sector employs thousands of loving, generous and empathetic people. We are people who care and want to give back and help things get better for everyone.But that has a dark side. It means that we sacrifice our work-life balance to achieve goals. It means we don’t push for fair working hours or fair salaries or more support staff because “that’ll affect the cost per dollar raised”. Because there’s always MORE to do! To raise! To help! We think in the short-term. We don’t invest in our people. We burn people out at an alarming rate.

We are vulnerable employees because we are often contract, non-union, and full of HEART.

Which is unfortunate. First, because most charitable sector employees chose to work here because they wanted to do good. And we harm them? Second, because fundraising is built on relationships. And this sector is built on fundraising dollars! Churning through staff every two years is not reassuring to a donor with whom we’re trying to build long-term, loving relationships, nor is it the way to build fundraising programs with long-term strategies and goals. 

So.

A watchdog organization. Here are some components that would be important:

  1. Educational sessions for employees and employers on the Employment Standards Act (ESA) or whichever employment act is applicable where you live. We often don’t have Human Resource departments. But that doesn’t mean we don’t have to follow proper Human Resources Policy. I’m not an expert, but from poking around in the ESA, I’ve learned that in Ontario, employers need written permission to make you work over 44 hours a week, and that salaried, non-managerial employees are entitled to time and a half for every hour over 44 hours worked a week, or 1.5 hours of lieu time. I had no idea.
  2. An anonymous forum to air grievances and warnings: Other groups, like journalists, have done this. Fundraising in particular is a small, close-knit community. But there are some terrible bosses, some terrible work places and there should be a space for discussion. Ken Wyman, Fundraising Education Godfather, has spoken many times about this – what do we do to warn others? Nothing right now, just word of mouth.
  3. Legal Aid: Because I’ll have won $50 million from the lottery I never play, I would employ employment lawyers to support charitable employees in making their employers comply with the law.
  4. Board member education sessions: Hey dummies! If you don’t pay your staff enough to do the MASSIVE AMOUNT of innovative work you want them to do, they’ll leave! Pay them what they’re worth. You invest in your employees at your companies. Why don’t you think charities should do the same?
  5. A certification program that verifies workplaces as being ESA (or local employment act) compliant.

But unfortunately, I’m not a newly-minted lottery winner. I don’t even buy tickets.

So what can I do? I’m 30, I’m 8 years into my fundraising career, and I’m now a strategist at an agency. I’m not a CEO. I’m not a VP. I’m not even a manager. I’m not in charge. I’m just someone who gets sad and frustrated when I hear the same stories about charities over and over.

I never want to hear a CEO say “Oh we don’t do lieu time here, because we all work overtime.”

Nope.

I never want to have a colleague respond to my rants about too many weekends with “well, I mean, I don’t care because I want to further my career and being agreeable and doing the work will help me. Why rock the boat?”

Nope.

I never want to spend months with a sore heart, full of worry about a wonderful co-worker who has gone on sick leave because of stress and anxiety and depression and exhaustion, all stemming from terrible leadership.

Nope.

I never want to be held to the same commitment standards as a director who makes 10 times my salary and gets double my vacation time. You can hire a cleaning service, afford a car, and get away from it all at your cottage. I can’t.

Nope.

I never want to leave a job at an organization I love because I am totally and completely burnt out. Spent. Done.

Nope.

I would describe myself as a fundraiser to the core. I am not interested in being in charge. I feel lucky that I’ve found a role that suits my skills and a team that embraces my quirks, and I hope I can support the sector! I work with fundraisers everyday in my new role as a strategist and while none of them are dealing with major dysfunction like in some charities, I can still see that these amazing, dedicated fundraisers still have their own struggles.

Why are they so prevalent? And what are you doing to change the culture at your organization?

I wish I was ending this post with a bright and happy solution. An easy takeaway for you to take back to your charity to implement and make things better. I can’t. I can support my peers. I can be kind and loving and giving to my coworkers. I can be firm in setting my own work-life balance. I can mentor.

But, I’m not in charge.

Maybe you are.

Maybe you can start changing things from the top.

~~

Written by Stephanie Highfield

Screen Shot 2016-07-20 at 6.12.02 AMStephanie is a fundraiser, a thinker, and a maker. Currently a Fundraising Strategist at Blakely, she’s spent the last 8 years working for a variety of charities across Toronto, raising funds for and telling stories about everything from fully digital hospitals to children’s choirs to family-centred addiction treatment. Click here to learn more about Stephanie.

Connect with Stephanie via:
Twitter | LinkedIn