Branding is important in enabling nonprofit organizations to relate with people, stimulate trust and compel people to take action. Businesses are usually concerned with sales, but nonprofits are concerned with causes and donations as well as community involvement. Due to this, the visual identity and messaging style of a nonprofit should be a fine balance between being clear and inspirational. Among the most important decisions made when developing a brand identity, there is the choice of minimalism or bold design. Each of the two methods has its advantages and difficulties and the question is not whether one of them is better than the other but which one fits the needs of the nonprofit, its audience, and its objectives better.