Marketing V. Fundraising

Traditional marketing aims to drill down to the essence of the brand, the campaign, the product. When it's done well, the disciplined repetition of look, feel, idea and offer, repeated over and over across time, generates results.

Fundraising is the opposite. It begins with the essence, but its messaging evolves more rapidly across time. When its done well, it finds as many different ways as possible to build that core essence into a multitude of compelling reasons to give. 

These approaches are decidedly not the same. Yet, great marketing gives fundraising a much better chance of success. And great fundraising makes the brand even stronger.