Personality - we need to get across caring, financial headache relief and a helpful hand in fundraising for non-profits. We are a much easier way for organizations to raise money without having to revert to selling products no one wants, telemarketing or other irritating acitivities for the donor base.
Desired Audience are non-profits who struggle to fundraise or feel intrusive when asking for donations, whether cash items, raffles or selling items. Also our target are donors who get annoyed with constant requests for fundraising from organizations, but who do want to help (perhaps in a private manner).
Free to be Creative. For this logo we do not want a mascot unless it really makes a lot of sense. The "Link" part indicates the manner how organizations and donors will use to "Raise" funds. Donors will be sent links by organizers and the donors will donate their TIME and not their MONEY to fundraise...
We like clean designs that are not "too" artsy, but will look and entertain any and all designs.