6: Summary

This session has explored the sources of tension around fundraising, the organisation and the wider environment. The main message is the importance of thoughtful engagement with the mission and values of the organisation and to try to look at what you do from the perspectives of the main customers and stakeholders in the organisation – both internal and external. This will help you to clarify what some of the arguments might be about and enable you to manage them more positively. We also looked at your organisation's image; how charity brands are used to create public awareness and trust; why developing and reviewing your image is advisable; and some issues involved in rebranding the organisation. We concluded with an overview of how values impact on the images you might create of the end users of your service.

Please note that this unit was taken from the OU course B624 which will be replaced by B625 in Novermber 2007