Building a Brand

This is a strong article that quickly summarizes the key points behind the need to focus on brand-building:

Donor Power Blog: As everything changes, a great brand can keep you afloat

Every year, there are thousands more charities competing for funding -- a growth rate far beyond the increase in donations each year. Although it is important to focus on developing new strategies for reaching out to donors, the critical task for any fundraiser is to build the brand that will establish long-term relationships with donors.