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