Government funding is a finite and ever-changing resource, and not all organisations can access it equally or reliably. Diversification of revenue streams to include public and corporate donors, philanthropists and social investors is a must.

In the wake of increasing costs of living and reduced budgets, these funders are all driven by the same question:

“Do I trust this organisation to deliver impact and steward my investment?”

The most effective way for any organisation to demonstrate their response to this question is through a strong brand that communicates with clarity and confidence.
By ‘strong brand’, we mean one that:

• Defines a clear mission and values that align to the audiences we want to motivate
• Guides the professionalism and operational credibility that engenders trust and facilitates impact
• Elevates a distinctive story, and promise, in a crowded landscape

All of this in turn empowers internal teams to deliver in a cohesive, consistent and compelling way across fundraising, marketing, and service delivery.

Organisations that achieve this level of brand storytelling stand to gain more than just a good reputation. Brand is the key strategic asset NFPs need to secure sustainable funding.

HERE'S WHY.

1. Making your organisation ‘investment-ready’

Not-for-profits face a unique challenge when it comes to audience engagement.

Generally, we are socialised to understand that money works in a specific way: I give you money in return for goods and services.

Charities subvert this system. Funders give money, in return for someone else receiving the goods or services.

For example, a donor gifts money to a homelessness shelter in return for someone else receiving a place to stay.

To demonstrate the reward in this exchange, NFPs must present themselves as an investment in values for potential funders. The exchange becomes: I invest in your organisation, you deliver the change I wish to make in the world.

Whether that change is environmental preservation or ending homelessness - NFPs need to rally funders around a shared mission, and offer themselves as the expert with the tools to achieve impact efficiently, transparently and reliably.

2. Understanding Brand as a Revenue Multiplier

Brand is more than a slick logo and polished visual communication.

The best brands make it simple for your internal and external audiences to understand what your organisation offers them, and how it will make their lives better. A brand that does this well makes it easy to engage and support, again and again.

Here's what recent data shows:

•  93% of nonprofits globally believe a strong brand increases donor engagement
•  74% say it boosts recurring donations (99designs survey)

The impact of a clear and cohesive brand on revenue can be astounding, even for long-established and respected organisations.

For example, in 2021, Sydney Children's Hospitals Foundation unified its brand and architecture. That year, it raised $100M+ thanks to a compelling brand story and positioning that underpinned all its campaigns.

By investing in your brand to bring clarity and emotional connection to your funder’s beliefs and wants, you can accelerate your fundraising ROI.

3. Avoiding the hidden cost of not investing in brand

A strong brand creates confidence that you’re investible, scalable, and future-focused.

Equally, a weak or inconsistent brand can easily become a strategic pitfall, leading to missed opportunities such as:

Hidden revenue loss due to weak trust signals

Missed partnerships from unclear positioning

Donor attrition due to inconsistent messaging

Internal misalignment leading to inefficiencies

A recent study saw Australian givers rank transparency, integrity, reputation and strong outcomes as the most important factors when choosing an NFP to support (McCrindle).

All of these attributes are directly linked to brand and brand expression.

For NFPs, it can feel counter intuitive to invest donor money back into the brand. However, building a strong brand and strategically aligned communications can save organisations money down the road, and provide the stability and direction needed to deliver to its mission more effectively.

The Business Case for Brand
If you want to be around in 10 years, don’t just rely on programs.

Invest in your brand - and your funders will invest in you.

The why is clear. But the ‘how’ can be more tricky. That’s where we come in.

If you’d like to learn more about the ‘how’ of building an authentic, distinctive and compelling brand for your NFP or NFP clients, it’s time to book your ticket to the Benefolk Income Summit 2025.

The event includes a guest talk by brand experts Lyndal Kearney and Darren Taylor.

It will cover the most important industry insights when it comes to building a NFP brand that motivates funders and empowers your mission.

Date: 27th May  - Time: 12-1pm - Location: Online - Book now!

Read more about Lyndal Kearney and Darren Taylor