Brand Matters

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Does your donate button link to PayPal, an Authorize.Net checkout, or a generic Network for Good donation form? If so, read on.

What is a brand?

According to the American Marketing Association Dictionary, a brand is the “name, term, design, symbol, or any other feature that identifies one seller’s product distinct from those of other sellers.” Did you catch that? A brand is not just a logo or a name – it’s a distinction. It’s the feature that sets your organization apart from other organizations. It’s literally the way people differentiate you from everyone else.1

Why does it matter to nonprofits?

In the United States alone, there are nearly 1.5 million registered nonprofit organizations.2 That’s a lot of organizations. So what sets your organization apart? Why should donors give toward your cause more than any other? When they visit your website, is it your brand they see? Or is it PayPal’s? When they get an email receipt, is it from you? Or is it from some credit card processor?

What you can do about it

We built GiftFold to help organizations collect donations, but your donors want more than to make a donation. Your donors want to be part of your story. Don’t let that story end when they click your donate button. Sign up for GiftFold today and give your donors a seamless experience from website to donation form to email receipt.


  1. Wikipedia, “Brand”,
  2. National Center for Charitable Statistics (NCCS), Quick Facts About Nonprofits,
JonBrand Matters

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