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Why Your Fundraiser Could Use a Brand Kit

Vector illustration of brand kit elements

In the world of fundraising, standing out can be a challenge. With numerous organizations vying for attention, having a cohesive and recognizable identity can make all the difference. This is where a brand kit comes into play. A well-crafted brand kit establishes your fundraiser's identity and helps create a lasting impression on your audience.


What Is a Brand Kit?

A brand kit is a collection of assets and guidelines defining your organization's visual and messaging components. It typically includes elements like your logo, colour palette, typography, tone of voice and proper terms. Think of it as a toolkit that ensures all your communications are on-brand, whether you're creating a social media post, sending out an email, or designing promotional materials.


Benefits of Consistent Branding in Fundraising Campaigns


  1. Increases Recognition: When your fundraiser consistently uses the same colours, fonts, and logo, it becomes easier for your supporters to recognize your materials at a glance. Familiarity creates connection. People are more likely to engage with campaigns they recognize.
  2. Builds Trust: A polished brand instills confidence in potential supporters. Consistent branding shows that your fundraiser is organized and reliable, which can reassure donors that their contributions are in good hands.
  3. Facilitates Collaboration: If your fundraising team involves multiple members creating communications, a brand kit ensures everyone is on the same page. Clear guidelines reduce confusion and guarantee a unified look and message across all platforms and materials.

Steps to Building an Effective Brand Kit for Your Fundraiser


  1. Define Your Brand Identity: Before diving into design, take time to articulate your fundraiser’s identity. This includes your mission (what you aim to achieve), vision (your long-term goals), and values (the principles guiding your work). Understanding these elements helps inform your branding choices and ensures they align with your fundraiser’s purpose.
  2. Design a Logo: Your logo is the face of your fundraiser. It should be simple, memorable, and reflective of your fundraiser's mission. Whether you hire a designer or use free online tools, prioritize a design that resonates with your target audience and is versatile enough for use across various media.
  3. Choose a Colour Palette and Typography: Colours evoke emotions and can influence how people perceive your campaign. Select a colour palette of three to five complementary colours that represent your brand's personality. Pair this with two to three fonts: one for headings, one for body text, and an optional accent font to create a cohesive visual identity.
  4. Define Proper Terms and Messaging Guidelines: Establish the tone of voice you'll use in your communications. Are you formal or casual? Motivational or informative? The incorrect use or misspelling of a word might seem negligible, but it could negatively impact your credibility. Creating a glossary is a good way to ensure that your collaborators know and understand the proper technical terms. Additionally, your glossary should have phrases central to your campaign, ensuring consistency in describing your mission and initiatives. You may also want to consider providing your team with templates and best practices for email newsletters and other communications.

Creating a brand kit might seem like a lot of work, but the rewards are well worth the effort. A strong, consistent brand boosts recognition, fosters trust, and streamlines collaboration, all of which are crucial for a successful fundraiser.


Fundraising platforms like FundScrip provide the tools you need to take full advantage of your branding efforts. From customizable campaign pages to easy sharing options, FundScrip helps you properly present your fundraiser to your supporters, enhancing your chances of success. If you haven't already, we encourage you to check out how FundScrip makes gift card fundraising incredibly easy.