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b2ap3_thumbnail_t_longfellow.pngTerri Longfellow Fuller is creative director and owner of Red Berry. She is an award-winning creative who likes to produce work that is beautiful and relevant. She has served a diverse group of businesses and nonprofits with projects ranging from motion graphics for the Oprah Winfrey Show, to complex design packages for Turner Entertainment, to streamlined campaigns for small organizations.

 Part One: Define your brand at the start >

Two Secrets to Effective Branding - Part Two

Secret #2. Make it all match.

Truly! I’ve built an entire career around the concept of consistency. From online content to the lobby décor, every interaction with your client differentiates your brand. Visual or verbal contradictions can confuse your customer, thus diminishing your business.

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A man is walking along the road wearing only one boot. "Did you lose a boot?" a passerby asks sympathetically. "No, I found one," the man answers happily.

— from Tiny Revolutions in Russia

 

Some years ago I was the new person in a development position and it wasn't long before I realized that the board was not very involved with or invested in fundraising. Some were quite vocal in expressing their negative opinions on the topic. Needless to say, I was taken aback. I wondered why I had even been hired.

But there was one board member who did a rare thing – he spoke up in favor of my plan against what appeared to be a group consensus. In the months that followed, this board member was THE ONE I could count on to make a call to a potential donor in his network.

Tagged in: Fundraising Management

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b2ap3_thumbnail_failroom.jpgDuring his lifetime, James M. Fail (1926 - 2010), a big supporter of the University of Alabama, made regular major gifts to the Crimson Tide Foundation in support of the University's athletic department. His contributions made him eligible for various naming rights but he always declined to use his own name and honored others instead. But in 2008, the perfect opportunity to put his name to effective use presented itself.

"When I saw the visitors' locker room as a potential naming right," said Mr. Fail, "I figured it was the most appropriate opportunity I would ever have to use my name."

So now whenever an opposing team arrives at the Bryant-Denny Stadium, they go straight to The Fail Room.

Image via www.rolltide.com, l-r Mal Moore, director of athletics, and James Fail at The Fail Room dedication in 2008.
Tagged in: Fundraising History

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