How clear is your point of difference?
“Why would someone give to us?” is a common question for non-profits and one that applies across the fundraising spectrum, from funding applications and major donor asks to community fundraising and cash appeals.
From a fundraising perspective, there are a number of tried and tested techniques that encourage people to give to your charity. Telling the story of a person in need and showing the recipient how they can help meet this need are two well-known and highly effective methods.
But to create a financially sustainable non-profit in one of the world’s most saturated charitable sectors requires much more. And it starts with having a clear point of difference.
For most non-profits life begins with a purpose rather than a unique proposition or an innovative idea, as is often the case in the commercial sector. Being purpose-driven as an organisation is a powerful force, and one that is now recognised by many businesses that have adopted this approach.
However, for purpose to lead to growth it needs to align to a clear point of difference that manifests as a unique and compelling brand. A brand that answers the question of why you should support our cause and demonstrates how it achieves this through all that it does.
How effectively does your brand support you to achieve future growth?
With another year half way over, now is a good time to consider how uniquely you are positioned and whether your purpose is aligned to your brand and core activities. Do you need a realignment to ensure you’re fit for purpose for the remainder of 2021?
If you’re looking for some inspiration, check out the following:
Lifewise – Turning lives around