why a professional brand
is key to engage donors

We will be the first ones to say it… a professional brand is key to engage donors.

First, what makes a professional brand?


Logo: The mark that people come to recognize your business by.

Tagline: A clear and concise statement that communicates the service or good that you sell in a memorable way.

Voice and Tone: Voice is who the readers hear talking and tone is the way in which you say it. Your voice and tone could be formal and academic or conversational and funny.

Color: A Color palette can range from 1 color like Coca-cola or 10 colors. The color palette for a law firm would be different from a candy store. There is a psychology behind color so choose wisely and make sure the color you choose reflects the personality you want.

Typography: Typography is the art and technique of arranging type to make written language legible, readable, and appealing when displayed. The arrangement of type involves selecting typefaces, point size, line length, line-spacing (leading), letter-spacing (tracking), and adjusting the space within letters pairs (kerning). Your brand fonts will usually consist of two-one for display or headline fonts and the other for body copy.

Graphic Elements: These can be patterns that add to the brand. For example, Louis Viutton has become known for their brand patterns.


Imagery: The images used to project your brand can have a certain style and filter to make your images distinct.

Look at the differences in Spotify and Nike:


Why a professional brand is key to engaging donors


A professional brand shows you take your mission seriously.

It shows that you have taken the time, energy and funds to invest into your brand. This shows that you care enough about your brand and that it is important enough to do so. This will make donors who see your brand take it seriously as well.

A professional brand gives the impression that it is a successful brand.

Donors want to give their money to successful brands because they know their money is going to be used well and benefit the cause. They don’t want to give to a failing mission. They might as well throw their money out of a moving car.

A professional brand shows that you know who you are.

When your tagline, tone and voice, and imagery are cohesive with clear messaging a donor has confidence that you know what you are about. A confident person (not over confident) like a confident brand is attractive.

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