5: Strengthening the Fear and Hope Brand
a dynamic and continuous process

_ The greater the impact of our activities in terms of awareness and fund raising the stronger the Fear and Hope brand will become. A vital part of our business model is to regularly step back from our daily work and assess our lessons learned. Strengthening the Fear and Hope brand is a dynamic and continuous process of review, revision and development. We have to constantly analyze our achievements and measure our performance based on our goals. If we discover that any of the activities described in the previous four steps does not effectively contribute to the goals of increased awareness and funds, we have to revise our strategies and develop them to be more appealing for donors. Therefore, we see our work as a process of constant improvement which is the basis for more high-quality charity resources that we use for the creation of new, beautiful and fashionable photos with a strong message that make people care.