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Brand awareness is King! Or is it?

AdvertisingSean Triner discusses why the traditional commercial approach to branding is fundamentally flawed when it comes to fundraising.

I think any money spent on brand awareness by a charity with a view to increasing fundraising income is absolutely and completely wasted.

I emphasise with a view to increasing fundraising income because I can imagine a scenario where a charity wants awareness for its mission, not for fundraising. (more…)