The Money-Raising Nonprofit Brand: Motivating Donors to Give, Give Happily, and Keep on Giving

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John Wiley & Sons, Mar 4, 2014 - Business & Economics - 256 pages
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Why commercial-style branding doesn't work fornonprofits—and what does

Taking its cue from for-profit corporations, the nonprofit worldhas increasingly turned to commercial-style branding to raiseprofiles and encourage giving. But it hasn't worked. Written by alongtime industry insider, this book argues that brandingstrategies borrowed from for-profit companies hasn't just failed,but has actually discouraged giving. But why does branding—awell-developed discipline with a history of commercialsuccess—fail when applied to nonprofits? The Money-RaisingNonprofit Brand + Website argues that commercial-style brandingis the wrong tool applied in the wrong way to the wrongindustry.

  • Offers a real-world fundraising strategies that work in thenonprofit world
  • Disabuses readers of the dangerous notion that commercial-stylemarketing works in the fundamentally different nonprofit world
  • Written by an industry insider with 25 years of experienceraising funds for many of the most successful nonprofits in theworld

Nonprofit fundraising is a fundamentally differentworld—financially, emotionally, and practically—thancommercial marketing. Here, the author explains why commercialmarketing strategies don't work and provides practical,experience-based alternatives that do.


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About the author (2014)

JEFF BROOKS, creative director at TrueSense Marketing, has served the nonprofit community for more than 25 years, working as a writer and creative director on behalf of top North American nonprofits, including CARE, St. Jude Children's Research Hospital, World Vision, Feeding America, World Relief, and dozens of urban rescue missions and Salvation Army divisions. He blogs at, podcasts at, and is the author of the popular book The Fundraiser's Guide to Irresistible Communications (2012). He lives in Seattle.

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