Tag: Fundraising

The misdirected power of the brand

Some people think I don't like branding. They are wrong. I love great brands. The trouble is that I don't think many charity brands are very well managed and there are a growing number of pieces of research that serve to confirm my beliefs. I...

Tone of voice

Having written and overseen the writing of hundreds of charity communications, I've come to the conclusion that the instructional approach that so many brand guidelines take to defining 'tone of voice' simply doesn't work when it comes to specifying how non-profits must use language. Most...