In the last week there have been lots of conversations around why branding is potentially pointless for charities and can be a total waste of hard-earned money.
Well, I’m here to (loosely) use maths and logic, the core tools of good fundraisers, to suggest why this need not be the case.
Firstly, here’s a truism I think we can all agree on:
Unfocused, generic brand advertising ≠ guaranteed success for a charity’s specific activities
Yes this is a blog about Cancer Research UK’s re-brand... but it’s not a typical analysis. Others have done this already and there’s not much I can add to what’s already been shared (a quick Google search will show you what I mean).
Instead I want to focus on the absence of outrage which I find hugely interesting. Previous high profile charity rebranding exercises have come under criticism from the sector and donors alike as being at best a vanity exercise and at worst a waste of donors’ funds.
much I can add to what’s already been shared (a 
