No one gives to an organization they don’t know. That’s true.
But brand communications aren’t necessarily always fundraising communications.
Because the way an organization WANTS to be perceived is not always the way the organization IS perceived by current donors. Therefore, when that glitzy agency presents your new brand mantra, it doesn’t always equal more money in the door. It could equal a disconnect — in the way you are now presenting yourself and the way your donors want you to present yourself.
Make sure you follow your donors — or they’ll find someone else to give to.