The Money-Raising Nonprofit Brand (eBook)

Motivating Donors to Give, Give Happily, and Keep on Giving

Jeff Brooks (Autor)

eBook Download: PDF | EPUB

2014 | 1. Auflage
256 Seiten
John Wiley & Sons (Verlag)
978-1-118-58340-1 (ISBN)

Infos

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.

Autor

JEFF BROOKS, creative director at TrueSense Marketing, has served the nonprofit community for more than 25 years, working as a writer and creative director on behalf of top North American nonprofits, including CARE, St. Jude Children's Research Hospital, World Vision, Feeding America, World Relief, and dozens of urban rescue missions and Salvation Army divisions. He blogs at futurefundraisingnow.com, podcasts at fundraisingisbeautiful.com, and is the author of the popular book The Fundraiser's Guide to Irresistible Communications (2012). He lives in Seattle.

Produkt-Details

• Erscheint lt. Verlag: 4.3.2014
• Reihe/Serie: Wiley Nonprofit Authority
• Reihe/Serie: Wiley Nonprofit Authority
• Sprache: englisch
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Planung / Organisation
• Schlagworte: Business & Management • Gemeinnützige Organisation • Gemeinnützige Organisationen / Mittelbeschaffung • Gemeinnützige Organisation • Gemeinnützige Organisationen / Mittelbeschaffung • Non-Profit Organizations / Fundraising & Grantsmanship • Wirtschaft u. Management
• ISBN-10: 1-118-58340-X / 111858340X
• ISBN-13: 978-1-118-58340-1 / 9781118583401