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Stronger Brands Boost Fundraising Performance
There is a compelling post on Time, Treasure and Talent currently about how a strong brand empowers fundraising.
Usually when organizations contemplate strengthening their brand, considerations are prompted by earned income challenges or a belief that strengthening brand will improve earnings. A strong brand improves performance across an organization. Results often show up first in fundraising.
Improved earning ability matters. No question about that. But in strategy terms, bolstering ticket sales (and associated revenue improvements in merchandising, parking, and concesssions) improves the bottom line incrementally. Of course, improving audience participation (and the ticket sales that manage the evidence of increased interest and participation) strengthens the case for support.
A stronger brand position that garners just one additional $50,000 contribution equates to selling 1,429 more tickets at a $35 average ticket price.
The really good news is that a stronger brand drives both earned and unearned revenues upward.
Posted on January 7, 2007 11:32 AM | Permalink
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