Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications / Edition 1

Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications / Edition 1

by Sarah Durham
ISBN-10:
0470527536
ISBN-13:
9780470527535
Pub. Date:
12/21/2009
Publisher:
Wiley
ISBN-10:
0470527536
ISBN-13:
9780470527535
Pub. Date:
12/21/2009
Publisher:
Wiley
Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications / Edition 1

Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications / Edition 1

by Sarah Durham
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Overview

In the current economic climate, nonprofits need to focus on ways to stand out from the crowd, win charitable dollars, and survive the downturn. Effective, mission-focused communications can help organizations build strong identities, heightened reputations, and increased fundraising capability. Brandraising outlines a mission-driven approach to communications and marketing, specifically designed to boost fundraising efforts. This book provides tools and guidance for nonprofits seeking to transform their communications and marketing through smart positioning, branding, campaigns, and materials that leverage solid strategy and great creative, with a unique focus on the intersection of communications and fundraising.

Product Details

ISBN-13: 9780470527535
Publisher: Wiley
Publication date: 12/21/2009
Edition description: New Edition
Pages: 208
Product dimensions: 5.50(w) x 8.60(h) x 0.90(d)

About the Author

THE AUTHOR

Sarah Durham is the principal of Big Duck, a firm she founded in 1994 that works exclusively with nonprofits to help them raise money and increase their visibility through smart communications. Clients include the Robin Hood Foundation, United Way of New York City, American Jewish World Service, Women’s Sports Foundation, Partnership for a Drug-Free America and other regional and national nonprofits. She frequently writes and contributes to articles in nonprofit trade publications. She is a volunteer trainer for the Support Center for Nonprofit Management and a frequent presenter at Association of Fundraising Professionals (AFP) and other nonprofit industry conferences.

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Table of Contents

1 Brandraising 1

What “Brandraising” Means 3

Measuring the Value of Communications 5

In Summary 7

2 Principles of Effective Communications 9

Seeing the Long View 10

Communicating on Their Terms, Not Yours 19

Doing More with Less 25

In Summary 29

3 Overview of Brandraising 31

The Organizational Level 31

The Identity Level 32

The Experiential Level 33

Leadership Involvement in Each Level 34

Measuring and Assessing Brandraising’s Impact 35

Quantitative and Qualitative Metrics 37

In Summary 39

4 Brandraising at the Organizational Level 41

What Comes First: Strategic Planning or Brandraising? 42

Vision 42

Mission 44

Values 49

Objectives 52

Audiences 55

Positioning 59

Personality 62

A Foundation for Everyday Activities 66

In Summary 70

5 Brandraising at the Identity Level 73

The Visual Identity 75

The Messaging Platform 88

Sub-Brands 103

Integrating the Identity 104

In Summary 109

6 Brandraising at the Experiential Level 111

Selecting Audience-Centric Channels 112

Online 120

In Print 132

In Person 137

On Air 143

By Mobile 145

In Summary 148

7 Implementing Brandraising 151

When You Can’t Do It All 152

Relaunching Your Nonprofit’s Identity 153

Brandraising After Relaunch 157

Integrating Brandraising into Daily Communications 165

In Summary 169

In Conclusion 170

Acknowledgments 171

About the Author 173

References 175

Index 177

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