How and why commercial-style branding can torpedo your organization -- Branding in the real world -- What branding work can do to fundraising revenue -- We're being brandjacked : a guide to survival -- Why branding matters, and why it makes no difference -- The seven elements of a fundraising offer -- Your fundraising offer from the inside out -- Great fundraising offers in the real world -- The visual foundation of your brand -- How to find and refine your fundraising icon -- Leprosy or Hansen's disease? What donors need to know -- Communicating as if donors mattered -- The structure of a donor-focused nonprofit -- The culture of the donor-focused organization -- The donor Bill of Rights and the money-raising brand -- Suggested reading for fundraisers.
Summary:
The nonprofit world has increasingly turned to commercial-style branding to raise profiles and encourage giving. It hasn't worked. Written by a longtime industry insider, this book argues that branding strategies borrowed from for-profit companies haven't just failed, but have actually discouraged giving. Why does branding--a well-developed discipline with a history of commercial success--fail when applied to nonprofits? The Money-Raising Nonprofit Brand argues that commercial-style branding is the wrong tool applied in the wrong way to the wrong industry.
This resource is supported by the Institute of Museum and Library Services under the provisions of the Library Services and Technology Act as administered by State Library of Iowa.