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Brand development and fundraising are intrinsically linked together and both have a strong correlation with the success of any organisation. A good brand delivers the organisation’s identity and credibility in the minds of the public or specific stakeholders (tourists, students, donors, partners, beneficiaries) while serving as a subject to facilitate funds to implement activities and meet goals. Using the values from all other strategic goals, a business
proposition that distinguishes LUFASI can be moulded to take on the perceptions and needs of the public (role of market research). This will successively provide the fulcrum for fundraising efforts, which will then exchange this created value with the required economic advantage to implement activities. Concisely, the LUFASI brand is the most important fundraising asset at its disposal.

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