When your charity undertakes a re-brand does it stop and start at the design stage or does it direct the relationship you have with your donors at every level of the organisation?
If it is primarily a design and copy led exercise, you need to watch this great video from Ije Nwokore, Senior Strategist at Wolff Olins.
I love Ije's thoughts on blame.
Do donors ever blame charities for the direct debits they have that they can't afford?
Of course they do.
That's why offering donors insight into what their gift has achieved and control over their giving should be part of every branding strategy.
As in every walk of life, It's the experience that really matters. Not what you look like.