The Gates Foundation Brand Is So Good, Money Just Flows In

The Chronicle of Philanthropy recently noted that the Melinda and Bill Gates Foundation garnered more than $10 million in unsolicited contributions last year.

The Chronicle explained that the Gates Foundation "reluctantly" accepts donations and imposes many restrictions:

"On its Web site, the foundation lays out stringent guidelines for gifts it reluctantly accepts. It accepts only donations from individuals and gifts that are unrestricted in their use; it does not allow fund-raising events to be held in its name; and it does not take contributions of real estate, intellectual property, or securities. The guidelines also emphasize that the foundation never asks for money...."

If this isn't proof of what branding will get you, I'm not sure what is. The Gates Foundation doesn't do anything that nonprofits are told to do: it doesn't market itself, doesn't solicit, never sends out direct mail. Furthermore, it doesn't accept restricted gifts, stock or real estate. And it still received more than $10 million in unsolicited donations last year.

I asked Larry Checco, branding expert and nonprofit consultant, to comment on the Gates Foundation's ability to raise funds without actually fundraising:

"It’s no mystery why the Gates Foundation received over $10 million in 'unsolicited' donations last year. Despite what you may think of Bill Gates as a businessman, his personal brand is steeped in success, and he’s been able to carry that brand into his second career—namely philanthropy.

Make no mistake about it, Bill and Melinda Gates are not running a charity. They're managing an accountable, transparent, evidence-based, philanthropic organization that understands the value of operating in a business-like manner. Subsequently, over the years the Gates Foundation has earned a solid brand reputation for achieving and reporting outcomes that serious donors (nay, social investors) like Warren Buffet--and other results-oriented donors--respect and gravitate towards."

We'd love to hear your reactions to the Gates Foundation success as a reluctant fundraiser. Are there lessons here for other nonprofits? Is anything here replicable? Applicable? Let us know in the comments.

Related:

• 5 Steps to Defining Your Nonprofit's Brand
• Would You Donate to the Gates Foundation? (Tactical Philanthropy)