Money-Raising Nonprofit Brand: Motivating Donors to Give, Give Happily, and Keep on Giving Jeff Brooks

ISBN: 9781306532662

Published: June 2nd 2014

ebook

250 pages


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Money-Raising Nonprofit Brand: Motivating Donors to Give, Give Happily, and Keep on Giving  by  Jeff Brooks

Money-Raising Nonprofit Brand: Motivating Donors to Give, Give Happily, and Keep on Giving by Jeff Brooks
June 2nd 2014 | ebook | PDF, EPUB, FB2, DjVu, audiobook, mp3, ZIP | 250 pages | ISBN: 9781306532662 | 8.20 Mb

Why commercial-style branding doesnt 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 hasntMoreWhy commercial-style branding doesnt 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 hasnt worked. Written by a longtime industry insider, this book argues that branding strategies borrowed from for-profit companies hasnt 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 worldDisabuses readers of the dangerous notion that commercial-style marketing works in the fundamentally different nonprofit worldWritten by an industry insider with 25 years of experience raising funds for many of the most successful nonprofits in the worldNonprofit fundraising is a fundamentally different world--financially, emotionally, and practically--than commercial marketing.

Here, the author explains why commercial marketing strategies dont work and provides practical, experience-based alternatives that do.



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