| Description |
1 online resource |
| Contents |
The Money-Raising Nonprofit Brand: Motivating Donors to Give, Give Happily, and Keep on Giving; Contents; Acknowledgments; About the Author; Introduction: How This Book Can Transform Your Fundraising; Part One: The Money-Losing Nonprofit Brand: How Branding Often Goes Wrong for Nonprofit Organizations; Chapter 1: How and Why Commercial-Style Branding Can Torpedo Your Organization; Why the New Brand Didn't Work; How Commercial Branding Works; Summary; Chapter 2: Branding in the Real World; There Is a Better Way to Brand; Chapter 3: What Branding Work Can Do to Fundraising Revenue |
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If You Change Your LogoIf You Change Your Graphic Standards; If You Change Your Copy Standards; If You Change Your Organization's Name; If You Change Your Cause Identification; Chapter 4: We're Being Brandjacked: A Guide to Survival; Brandjacking Warning Sign 1: The New Brand Is Not Aimed at Your Donors; Brandjacking Warning Sign 2: The New Brand Requires You to Abandon Your Donors; Brandjacking Warning Sign 3: The Work Is Not Grounded in Donor Behavior; Brandjacking Warning Sign 4: The New Brand Describes Your Cause in a Symbolic Way |
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Brandjacking Warning Sign 5: The New Brand Requires Absolute ConsistencyBrandjacking Warning Sign 6: The New Brand Is Design-And Little Else; Chapter 5: Why Branding Matters, and Why It Makes No Difference; Aunt Edna; Part Two: Your Call to Action: How Your Cause Connects with Donors and BringsYour Brand into Their Lives; Chapter 6: The Seven Elements of a Fundraising Offer; Element 1: A Problem; Element 2: A Solution; Element 3: Cost; Element 4: Urgency; Element 5: Donor Context; Element 6: Donor Benefits; Element 7: Emotion; Chapter 7: Your Fundraising Offer from the Inside Out |
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A Fundraising Offer Is SpecificA Fundraising Offer Is Believable; A Fundraising Offer Is Bite-Sized for Donors and Flexible; A Fundraising Offer Has a Sense of Leverage; A Fundraising Offer Is Defensible; Chapter 8: Great Fundraising Offers in the Real World; Child Sponsorship; Sponsorship Lite; Food Bank Leverage Offer; Shipping; Matching Funds; Catalog; Part Three: Your Fundraising Icon: The Image that Reminds Donors Why They Give to You; Chapter 9: The Visual Foundation of Your Brand; Your Icon Has a Clear Focal Point; Your Icon Is a Person; Your Icon Is Focused on the Face |
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Your Icon Is One Person, Not a GroupYour Icon Is a Picture of Unmet Need; Your Icon Is a Photo, Not an Illustration; How I Lost My Perspective and Got It Back Again; Chapter 10: How to Find and Refine Your Fundraising Icon; Step 1: Find a Hypothesis; Step 2: Put Aside Your Preferences and Winnow; Step 3: Use Direct-Response Testing; Part Four: The Donor-Focused Nonprofit: How to Become Your Donors' Favorite Cause; Chapter 11: Leprosy or Hansen's Disease? What Donors Need to Know; Five Ways Nonprofits Drive Away Their Donors; Chapter 12: Communicating as if Donors Mattered |
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Donor-Focused Stories |
| Summary |
"Why commercial-style branding doesn't work for nonprofits--and what doesTaking 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. Offers a real-world fundraising strategies that work in the nonprofit world Disabuses readers of the dangerous notion that commercial-style marketing works in the fundamentally different nonprofit world Written by an industry insider with 25 years of experience raising funds for many of the most successful nonprofits in the world 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"-- Provided by publisher |
| Bibliography |
Includes bibliographical references and index |
| Notes |
English |
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Print version record and CIP data provided by publisher |
| Subject |
Fund raising.
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Nonprofit organizations -- Marketing.
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Nonprofit organizations -- Management
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Branding (Marketing)
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fund raising.
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branding.
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BUSINESS & ECONOMICS -- Nonprofit Organizations & Charities.
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Branding (Marketing)
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Fund raising.
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Nonprofit organizations -- Management.
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Nonprofit organizations -- Marketing.
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| Form |
Electronic book
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| LC no. |
2014009117 |
| ISBN |
9781118583395 |
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1118583396 |
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9781118583401 |
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111858340X |
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1118583426 |
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9781118583425 |
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