As a funder, you already know how important it is for social impact organizations to invest in their branding and communications programs. Doing so is crucial to their ability to maximize impact. It’s what empowers social impact organizations to effectively engage their core audiences, share their impact stories, inspire action, and enlist support. If this all sounds like table stakes, then you may be among the most progressive funders who are taking the lead in funding communications.
But here’s something you may not already know: Your own brand matters, too. In fact, it matters as much — or even more — than that of the organizations you fund.
Funders, like social impact organizations, have historically skimped on branding and communications. Social impact organizations have underinvested in branding and communications because of a shortage of resources. Funders, on the other hand, have neglected their brands because they haven’t properly understood their value. After all, funders aren’t the ones competing for money. Because of that, you may be wondering if there's really any point in funneling resources toward a more sophisticated branding and communications strategy. Isn’t that money better spent funding the actual organizations that are making a difference?
The answer is no. You should be investing in your own branding and communications. Do it well, and you’ll multiply your impact — and, subsequently, that of the organizations you support.