URL details: teamxo.org/blog/2018/8/19/dont-make-this-mistake-a-branding-cautionary-tale

URL title: A tale of Nonprofit Branding — Brian W. Tucker
URL description: When nonprofits refresh their offer, it can invigorate their target audience. In my line of work, I’ve seen first-hand that offer variety lowers donor fatigue and improves retention. You also get insights into what donors really like. But what happens when an organization does a full re-brand and changes its name?
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