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