The Money-Raising Nonprofit Brand (Wiley Nonprofit Authority) - Hardcover

Brooks, Jeff

Hardcover

ISBN 10: 1118583426 ISBN 13: 9781118583425

Publisher: Wiley, 2014

Synopsis

Why commercial-style branding doesn't work for nonprofits--and what does

The nonprofit world has increasingly turned to commercial-style branding to raise profiles and encourage giving. It hasn't worked. Written by a longtime industry insider, this book argues that branding strategies borrowed from for-profit companies haven't just failed, but have actually discouraged giving. Why does branding--a well-developed discipline with a history of commercial success--fail when applied to nonprofits? The Money-Raising Nonprofit Brand argues that commercial-style branding is the wrong tool applied in the wrong way to the wrong industry.

• Offers real-world branding strategies that work in the nonprofit world --and improve fundraising results
• Disabuses readers of the dangerous notion that commercial-style marketing will improve nonprofit bottom lines.
• 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.

About this title

From the Inside Flap:

"We are rebranding."

For nonprofit organizations, that should mean something like, "We're going to improve our marketing and help people love our cause. This will improve our fundraising."

Far too often, it doesn't mean anything like that.

Instead, "We are rebranding" at a nonprofit often means several years of disastrously lower fundraising revenue, marketing confusion, and broken careers.

Why does branding—a well-developed discipline in the commercial marketing world—fail so miserably and so often for nonprofit organizations? The reason, according to author and fundraising expert Jeff Brooks, is commercial-style branding is wrong for fundraising. It's the wrong tool, applied in the wrong way. Brooks shows how nonprofit fundraising is a fundamentally different world—financially, emotionally, and practically—from commercial marketing.

The Money-Raising Nonprofit Brand is more than a critique of commercial-style branding. It provides a practical, experience-based alternative: Nonprofit branding that connects with donors and gives them meaningful reasons to care and to give—and thus raises money instead of crushing fundraising.

Written specifically for fundraising professionals and nonprofit executives, The Money-Raising Nonprofit Brand uses real-world examples and plain language to explore:

• How branding efforts often fail for nonprofit organizations and why commercial-style branding can damage your organization
• How your cause connects with potential donors and brings your organization's brand to life
• The seven essential elements of a successful fundraising call to action that will motivate donors to give
• How to find and use images that remind donors why they care about your cause and why they give to you
• How to become your donors' favorite cause and set your organization apart with optimal donor communication strategies

Learn to avoid the most common pitfalls associated with branding efforts and to maintain the donor-focused approach that will ensure long-term fundraising success. The Money-Raising Nonprofit Brand: Motivating Donors to Give, Give Happily, and Keep on Giving is an essential resource for nonprofit decision-makers who are considering a branding initiative for their organization.

From the Back Cover:

Praise for The Money-Raising Nonprofit Brand Motivating Donors to Give, Give Happily, and Keep on Giving

The Money-Raising Nonprofit Brand should be required reading for every charity fundraiser, nonprofit communications staff member, and the agencies that work with them. With gentle humor, exceptional storytelling, and practical examples, Jeff Brooks guides you through how to create a donor-focused brand that will build awareness and increase revenue for your organization.
—Jann Schultz, Senior Director, Integrated Fundraising and Communications, Project HOPE

Send Jeff Brooks a thank-you note. In his new book, The Money-Raising Nonprofit Brand, he's given nonprofits the richest explanation I've ever read of how to connect profitably with the hearts of donors. This is a "desert island" book for fundraisers: if you could only take one, this would be the one to take.
—Tom Ahern, Author of Making Money with Donor Newsletters

Take my advice. If the word "branding" is even being mentioned in your organization, run—don't walk—and buy everyone on the "branding task force" a copy of The Money-Raising Nonprofit Brand. Jeff Brooks has produced an extraordinarily sensible guide for nonprofits intent on transforming their fundraising without torpedoing their future.
—Roger M. Craver, Editor, The Agitator

Every nonprofit executive should read this. It can save your organization both unnecessary expenses and lost revenue, and help you grow.
—Tom Harrison, Chairman, Russ Reid

So many charities have been damaged by attempts at "rebranding." This book will help you avoid their fate. Cheekily readable and engaging, but with gold dust liberally sprinkled throughout the pages, The Money-Raising Nonprofit Brand takes you on a journey that could literally save your cause. A must-read for fundraisers, PR and marketing people, as well as CFOs, CEOs, and board members.
—Sean Triner, Co-Founder & Director, Pareto Fundraising

About this edition

• Publisher: Wiley
• Publication date: 2014
• ISBN 10: 1118583426
• ISBN 13: 9781118583425
• Binding: Hardcover
• Number of pages: 256