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Charity Brand Strategy for Fundraisers - how to use your branding for long term growth

Course Overview

This course has been designed to give fundraisers the confidence to wade into the murky waters of brand positioning so that they can positively shape a platform for longer-term growth. 

This workshop will cover different ways that charity marketers, fundraisers and communication managers can ensure their for-purpose brand is fit for fundraising. 

From values to tone of voice and value propositions to distinctive assets, this workshop will help you learn the landscape of brands, branding and brand building so you can protect your charity from positioning strategies and brand development that excludes fundraising managers and charity donors. 

Learning Outcomes

By the end of the session, you will:

  • develop a clear understanding of the role (and power) of brand positioning
  • understand the language you need to engage senior leadership and communication team colleagues
  • learn the practical skills needed to diagnose the gaps in their existing brand toolkit
  • develop confidence in your ability to lead positioning conversations and drive brand development projects

What the session won’t cover

Developing your organisation’s brand strategy during the decision will not be feasible.

Targeted skills

  • influence
  • leadership
  • communication strategy

Key Topics

  • language and definitions of brand strategy
  • brand strategy toolkit
  • diagnosing areas of weakness and how those impact fundraising

Who is this course for?

Communications managers looking to enable fundraising growth within their organisation.

Fundraising Managers and leaders looking to expand their influence and /or rile into Communications function.


Examples of brand work undertaken that is helpful vs unhelpful to fundraising. 


1 x half-day via Zoom

Meet the facilitator

Click here to read Dan Geave's bio.

Guidelines for enrollment

  1. Make sure you have a login for the FIA Learning Hub. Click "Sign In" or "Forgot Password" if needed.
  2. You can enrol a staff member if they already have a login.
  3. If you require assistance, please email


Full participation in Charity Brand Strategy is applicable for up to TBA continuing education points in Category 1.B – Education of the CFRE International application for initial certification and/or recertification.

FIA Code

This course relates to the following aspects of the FIA Code of Conduct:

FIA Code 4. Conduct towards donors.

FIA member $195.00
Non member $270.00

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Charity Brand Strategy for Fundraisers

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