I’ve worked with charities for a long while now and I understand how hard it can be to find the funds to invest in design and branding, especially when there are quick fixes like Canva around. Not all stakeholders are going to believe in the importance of professional design and visual branding but it does matter, and it’s not just me who thinks so.
Back in 2022, 99designs by Vista revealed insights and experiences from around 500 senior decision-makers in the charity sector, and the conclusions were quite exciting.
It improves donor engagement
93% of nonprofits surveyed believe a strong brand identity has a positive impact on donor engagement. Translation: your brand identity, that's the visual (and verbal) representation of your organisation's personality including your logo, colour palette, fonts etc., is essential for building trust. Potential donors respond to a brand identity that stands out and invites them to build an emotional connection. More than two thirds of charities (68%) also felt that a strong visual brand increases volunteer interest, with a professionally designed logo being integral to building trust with the public, and donors too (64%).
It increases donations
Nonprofits that invested in professional design two years prior were 50% more likely to have experienced an increase in fundraising revenue than those who didn’t invest in their visual brand. It can be hard to measure the impact of design but this stat goes a long way to doing just that. Around three-quarters of organisations also believe a strong brand identity increases recurring donations. So, as the old adage goes, you need to spend money to make money, but if you choose an experienced designer whose rates are fair and whose work gives you more bang for your buck, the impact could be substantial.
If you don’t do it, others will
Five in six nonprofits were found to have worked with professional designers to elevate their brand and over half (59%) of nonprofits wish they had invested more in branding and design over the past two years. What can we learn from this? Don’t get left behind. Many charities already understand the value of design and are busy reaping the rewards. 26% of nonprofits surveyed had rebranded in the past two years and of those, around half (47%) had already experienced an increase in revenue.
As a Designer, it’s not news to me that design is powerful. Creativity with a conscience has been at the heart of my work since 2017. I'm interested in purpose, not just a paycheck. It’s what I do, and the more opportunities I have to work with clients who share my values and want to make a real social impact on the world, the happier I am.
It’s a win-win. So, if you’re ready to invest in design and start enjoying the benefits, get in touch with me (Lorelle 👋) at hello@greatgoodcreative.co.uk.