Beyond your advancement mission statement (which should concisely describe what it is that you do as an advancement team), what is your advancement brand?
As expressed as a tag line for your advancement team and program, you might come up with something like the following:
“Generosity that inspires,” or,
“Generosity that matters,” or,
“Giving that makes a difference,” or,
“Experience the joy,” or,
“Connecting people and purpose,” or,
“Creating a more generous world.”
We rarely put time or energy into planning for our “advancement brand.” And, while a tag line is not a brand, it’s definitely a starting point.
Two questions that advancement leadership should spend more time addressing:
- What’s the first thing you want people to think of when they experience your team and programs?
- How do you build the team and programs that deliver on those experiences?
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