The Money-Raising Nonprofit Brand: Motivating Donors to Give, Give Happily, and Keep on GivingJohn Wiley & Sons, 17 במרץ 2014 - 256 עמודים Why commercial-style branding doesn't work for nonprofits—and what does Taking its cue from for-profit corporations, the nonprofit world has increasingly turned to commercial-style branding to raise profiles and encourage giving. But it hasn't worked. Written by a longtime industry insider, this book argues that branding strategies borrowed from for-profit companies hasn't just failed, but has actually discouraged giving. But why does branding—a well-developed discipline with a history of commercial success—fail when applied to nonprofits? The Money-Raising Nonprofit Brand + Website argues that commercial-style branding is the wrong tool applied in the wrong way to the wrong industry.
Nonprofit fundraising is a fundamentally different world—financially, emotionally, and practically—than commercial marketing. Here, the author explains why commercial marketing strategies don't work and provides practical, experience-based alternatives that do. |
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PART | 1 |
Branding in the Real World | 19 |
What Branding Work Can Do to Fundraising Revenue | 25 |
A Guide to Survival | 41 |
Why Branding Matters and Why It Makes No Difference | 57 |
PART | 65 |
Your Fundraising Offer from the Inside Out | 89 |
Great Fundraising Offers in the Real World | 105 |
How to Find and Refine Your Fundraising Icon | 131 |
PART FOUR | 141 |
Communicating as if Donors Mattered | 155 |
The Structure of a DonorFocused Nonprofit | 177 |
The Culture of the DonorFocused Organization | 195 |
Appendix A The Donor Bill of Rights and | 215 |
221 | |
The Image that Reminds Donors | 111 |