Branding for not for profits

I often think of branding as being a commercial marketing issue only for big business. Is it not taking valuable time and resources away from our services and helping people? Oscar Abello has written an interesting article on why branding is important for small nonprofits He argues that a lack of branding means that small grassroots groups don’t get the credit they deserve for being the world’s frontline soldiers in the struggle against poverty. Fundraising platforms gives organisation access to tools to be able to tell their story, connect with people and organisations and attract more resources for their work. Branding gives the organisation the opportunity to tell their stories about their place in fighting poverty, highlight successes and the people they have helped and encourage key partnerships with other organisations and the community that they serve.