How Good Branding Can Directly Impact Your Charity Donations
When you think about what drives people to donate to a cause, design might not be the first thing that comes to mind. But it should be.
Good branding does far more than make a project look polished - it builds trust, communicates purpose, and connects emotionally. It can be the difference between someone scrolling past your campaign or stopping to care.
A brilliant recent example of this is Ash Family Row - a family of five preparing to row 3,000 miles across the Atlantic Ocean in support of Suicide&Co, a charity helping those bereaved by suicide.
After launching their new branding and website, designed by nooh, the Ash family have raised almost £30,000 in their first couple of weeks!
So, why does branding matter so much when it comes to fundraising?
First Impressions Matter
In the digital world, your audience makes a decision about you in seconds. Strong branding helps people feel confident that your cause is organised, legitimate, and worth backing.
For Ash Family Row, we created a brand identity that felt both bold and human, something that captured the enormity of the challenge while staying rooted in warmth and togetherness. The logo, colour palette, and photography all work together to tell a story of courage and connection, helping potential supporters immediately understand who they are and why it matters.
That instant sense of clarity and professionalism builds trust - and trust drives donations.
Storytelling That Connects
Great branding tells a story, one that people want to be part of.
The Ash family’s story is powerful: a shared adventure, driven by a deeply personal motivation to raise awareness and funds for Suicide&Co. Our role was to translate that emotional depth into a visual and digital experience that others could feel.
From the tone of voice to the imagery and layout, every element of the website is designed to bring visitors closer to the cause. It is not just about a rowing challenge, it is about resilience, love, and hope.
Consistency Builds Confidence
When every touchpoint feels aligned - from the website to social media graphics and campaign materials - people notice. Consistency signals care, commitment, and authenticity.
That alignment gives donors confidence that their contribution will make a real difference.
In their Words
“Working with nooh to create our website and brand was a total joy.
Helena’s professionalism, efficiency and skill were evident throughout the process. I couldn’t believe how quickly she got us from a blank page to a super slick website which was completely “on-brand”.
Chloe’s work behind the scenes was also essential in getting us up and running and getting the website to look how we wanted it to. Additionally, her work on the design of our brand logo was fantastic. She and Helena presented us with a number of options which they distilled from themes and ideas which, for us, formed the core of our fundraising campaign. The branding we finally went with has enabled us to kick start ou campaign looking professional and like we mean business! I’m convinced that this has contributed to the overwhelming amount of support we have had within the first fortnight of launching.
We are so grateful to the nooh team. We wouldn’t have got the traction that we have got so far on our campaign without them, and I’d 100% recommend their services.”
The Takeaway
Good branding is not a luxury - it is a tool for impact.
When your story is clear, your visuals are consistent, and your message is emotionally resonant, people do more than donate. They believe in what you are doing.
As the Ash Family Row have shown, powerful storytelling paired with purposeful design can turn attention into action, and inspiration into real-world change.
If your charity or campaign needs a brand that moves people and drives results, nooh can help craft a visual identity and digital experience that inspires belief and action.
