Is Your Brand Fundraising-Ready?
In 1969, Abraham Maslow amended his motivational hierarchy by adding a sixth and crowning layer. ‘Self-transcendence’ is the deep desire a person has to connect to something beyond their own ego, to help others find fulfillment and realize their potential. Self-transcendence is also the key to unlocking a donor’s heart and their pocket book. It’s an essential need that sits inside every person.
To make a brand fundraising-ready, not-for-profit marketers have to go beyond just telling prospective donors what they believe makes their cause important; they must demonstrate how their NFP brand can make supporters feel great about themselves as they drive change in the world.
See Children’s Aid Foundation of Canada and Because I Am A Girl case studies for more.