The Money-Raising Nonprofit Brand
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.