The Money-Raising Nonprofit Brand
Motivating Donors to Give, Give Happily, and Keep on Giving
Business & Finance, Industries & Professions, Nonprofit Organizations & Charities
| Author: | Jeff Brooks | ISBN: | 9781118583401 |
| Publisher: | Wiley | Publication: | March 4, 2014 |
| Imprint: | Wiley | Language: | English |
| Author: | Jeff Brooks |
| ISBN: | 9781118583401 |
| Publisher: | Wiley |
| Publication: | March 4, 2014 |
| Imprint: | Wiley |
| Language: | English |
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.
- 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.
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.
- 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.
