Ken Burnett's 18th of 34 principles of fundraising is that "Brand is a lot less important to donors than it is to you." But does that really apply to all areas of fundraising?

Mark Astarita OBE, Partner at AAW and former Director of Fundraising at the British Red Cross, gives us his take this week on the question of whether and how brand really matters to donors, particularly in the area of legacies.

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