Breakthrough Nonprofit Branding: Seven Principles to Power Extraordinary Results - Hardcover

Jocelyne S. Daw; Carol Cone; Kristian Darigan Merenda; Anne Erhard

Hardcover

ISBN 10: 0470286911 ISBN 13: 9780470286913

Publisher: Wiley, 2010

Synopsis

A hands-on guide to help your nonprofit build its brand, raise its profile, strengthen impact and develop deeper relationships with donors, volunteers, and other stakeholders. Breakthrough Nonprofit Branding is about the power a constituency-focused, compelling brand can have to revolutionize an organization and the way people view and support it.

• Shows how to optimally define what your organization stands for to differieniate, create value and breakthrough
• Explains how to build loyal communities inside and outside of your organization to increase social impact
• Features seven principles for transforming a brand from ordinary trademark to strategic advantage
• Includes case studies of eleven breakthrough nonprofit brands and transferable ideas and practices that nonprofits of any size, scope or experience can implement
• Other title by Daw: Cause Marketing for Nonprofits: Partner for Purpose, Passion, and Profits

A practical road map and essential tool for nonprofit leaders, board members, and volunteers, this book reveals the vital principles you need to know to build and manage your organization's most valuable asset – its brand. In today’s highly competitive nonprofit world, building a breakthrough brand is no longer a "nice to do," but the new imperative.

Jocelyne Daw, a pioneer and leader in building business and community partnerships has over 25 years of nonprofit leadership experience.

Carol Cone, named by PR WEEK as the most powerful and visible figure in the world of cause branding, has been linking companies and causes for over 25 years.

About this title

From the Inside Flap

Seven Principles to Power Extraordinary Results

At a time of intense competition, low barrier to entry, and lightning-quick brand recognition, leading nonprofits are building more value-rich branding programs. They are proactively creating business models that bring their brand to life in the hearts and minds of their stakeholders. Breakthrough Nonprofit Branding demonstrates how a constituency-focused, compelling brand can revolutionize an organization and the way people view and support it.

As practiced in real life, most nonprofits define "branding" as their visual identity produced to aid in awareness and fundraising. However important logos and trademarks are, this limited perspective leaves a significant amount of value on the table. Visionary, mission-driven organizations recognize brand as a bigger canvas for their work. To them, branding is the daily expression of their purpose and a way to communicate their promise to stakeholders. Their brand is their trust mark—their commitment to consistently deliver on who they are, what they stand for, and their unique benefits.

Drawing on their combined seventy plus years of experience in the nonprofit and corporate sectors, the authors studied eleven visionary nonprofits to reveal the seven principles for transforming a brand from ordinary trademark to strategic competitive advantage. The groups profiled reflect a variety of sizes, breadths, regions, and issues. The common thread is that their brand work has resulted in greater social impact and vibrant growth.

Through the use of case studies, Breakthrough Nonprofit Branding reveals how:

• A nonprofit put its renewed brand to work to propel its organization forward—despite inconsistent community support
• Renewed brand meaning heightened stakeholder commitment, stabilized an organization's financial position, and empowered it to weather a roiling economy
• A small organization's brand campaign resulted in exceptional growth
• A re-brand transformed a nonprofit, enabling it to expand from a regional to national footprint
• One of the largest nonprofits lost momentum and regained direction through a revitalized brand process

Breakthrough Nonprofit Branding shows you how to create a brand that creates unique value, builds deep relationships, fosters loyal communities, and increases social impact. It offers a practical road map and essential tool for nonprofit leaders, board members, and volunteers, as well as communications professionals, development consultants, marketing agencies, academics, students, and all those interested in catalyzing dynamic results for the organizations they serve.

From the Back Cover

Praise for

BREAKTHROUGH NONPROFIT BRANDING

"Nonprofit organizations have to realize they are competing for mindshare not only with other nonprofits, but with for profit corporations as well. The keys to success are in this book, and practical tools and advice will jump off the pages to advance the missions of organizations both large and small."
—Cass Wheeler, Strategic Consultant and retired CEO, American Heart Association

"Breakthrough Nonprofit Branding guides nonprofit organizations to think beyond branding as a logo and a tagline and gives them a clear road map for capturing the minds, hearts, and hands of their audiences. This must-read book is filled with examples, checklists, and practical tips that will help large and small nonprofits have greater social impact."
—Beth Kanter, Beth's Blog and coauthor of The Networked Nonprofit

"Finally, a book on branding for nonprofits that encompasses a holistic approach! It can help organizations of any size practice 'breakthrough nonprofit branding' to differentiate themselves, gain more supporters and alliances, rally communities, attract strong executives, engage more volunteers, and improve their sustainability. It offers tools and excellent case studies that demonstrate success in the field. The organizations that embrace the authors' seven principles can experience exciting change and growth. So, what are you waiting for?"
—Elaine Fogel, President and CMO, Solutions Marketing & Consulting LLC; Chair, American Marketing Association Nonprofit Special Interest Group

"Every organization has a brand and this book clearly, compellingly, and in a very straightforward manner demonstrates how the brand of a nonprofit is crucial to its capacity to grow, to be sustainable, and to fulfill its mission. Branding is demystified and presented in practical and easy to adapt components that will help you maximize your potential and your results. Whether your nonprofit is large or small, local, national, or international, the case studies and examples in Breakthrough Nonprofit Branding ensure it is relevant to every reader."
—Andrea McManus, CFRE, President, The Development Group; Chair-Elect, The Association of Fundraising Professionals

Edition details

• Publisher: Wiley
• Publication date: 2010
• ISBN 10: 0470286911
• ISBN 13: 9780470286913
• Binding: Hardcover
• Language: English
• Edition number: 1
• Number of pages: 336