The Money-Raising Nonprofit Brand: Motivating Donors to Give, Give Happily, and Keep on Giving
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.
Keywords: Non-Profit Organizations / Fundraising & Grantsmanship, the money-raising nonprofit brand, nonprofit branding, branding strategies for nonprofits, nonprofit branding strategies, nonprofit branding best practices, how to build a nonprofit brand, fundraising strategies, nonprofit fundraising strategies, fundraising tactics, nonprofit fundraising tactics, branding a nonprofit, raising money for nonprofits, jeff brooks, nonprofit branding guide, nonprofit fundraising guide
- Brooks, Jeff
- John Wiley and Sons, Inc.
- Publication year
- Wiley Nonprofit Authority
- Page amount
- 256 pages
- General Works
- eISBN (ePUB)
- Printed ISBN