How storytelling and branding techniques can be used to create an effective fundraising communications programme

  • Clark C
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Abstract

This paper presents a case study of a communications programme developed for a fundraising campaign aimed at raising monies through donation for the acquisition of patient care equipment, technology and building infrastructure required across a system of six hospitals. This campaign is intended specifically for patient care needs for the four leading chronic diseases — cancer, heart disease, kidney disease and mental illness — which persist and are growing among the regional area's local population. The paper provides a case study that examines the use of storytelling and branding techniques as effective communications strategies for fundraising campaign communications. The case study describes how the two key strategies of branding techniques and storytelling are used as effective mechanisms to overcome significant fragmentation — fragmentation in the cause or case for support as well as fragmentation of audience. Mainstream elements used in branding, such the use of brainstorming, and the focus groups in brand development along with standard branding practices, such as the creation of a dedicated visual identity and the consistent application of visual identity standards in all communications products, are profiled in this case study. This case demonstrates the use of branding elements coupled with the use of narrative or storytelling as effective techniques to overcome fragmentation of cause resulting from the broad and divergent range of information that had to be shared and the fragmented nature of the audiences. The use of these techniques demonstrates that the innovative use of narrative and visual identity can be effective measures to overcome message and audience fragmentation and achieve results

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Authors

  • Christine Clark

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