Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications / Edition 1

Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications / Edition 1

by Sarah Durham
     
 

Brandraising

In today's uncertain marketplace, every nonprofit organization faces the same core challenge: how to demonstrate value and win charitable dollars with limited staff, budget, and communications experience.

Brandraising offers nonprofit leaders a proven approach to fundraising that puts the focus on marketing, branding, and

See more details below

Overview

Brandraising

In today's uncertain marketplace, every nonprofit organization faces the same core challenge: how to demonstrate value and win charitable dollars with limited staff, budget, and communications experience.

Brandraising offers nonprofit leaders a proven approach to fundraising that puts the focus on marketing, branding, and communications. In this vital resource, Sarah Durham—an acclaimed nonprofit communications expert—reveals the importance of an integrated marketing and fundraising plan based on a foundation of clear mission and relevant strategy. She offers detailed, practical guidance for building a recognizable and meaningful brand, and developing a comprehensive, multi-level communications strategy.

Brandraising is a holistic approach to communications that involves everyone within the organization—board, staff leadership, volunteers, program staff and in some cases funders and donors. Readers will learn how to coordinate every aspect of their branding and communications efforts, from start to finish.

Durham shows how to boost fundraising, programs and advocacy efforts by

  • Articulating an organizational profile: vision, mission, values, objectives, position, personality
  • Developing a solid identity: visual platform, messaging platform
  • Conducting smart outreach: online, print, in person, on air, mobile
  • Moving beyond brandraising: measuring communications impact on programs, fundraising and advocacy, and sustaining successful communications as change occurs

The Brandraising method enables nonprofits to raise more money, reach a wider program audience, and maintain closer contact with legislators, the media, and the community.

Read More

Product Details

ISBN-13:
9780470527535
Publisher:
Wiley
Publication date:
12/21/2009
Edition description:
New Edition
Pages:
208
Sales rank:
360,660
Product dimensions:
5.79(w) x 8.66(h) x 0.77(d)

Table of Contents

1 BRANDRAISING.

What "Brandraising" Means.

Measuring the Value of Communications.

In Summary.

2 PRINCIPLES OF EFFECTIVE COMMUNICATIONS.

Seeing the Long View.

Communicating on Their Terms, Not Yours.

Doing More with Less.

In Summary.

3 OVERVIEW OF BRANDRAISING.

The Organizational Level.

The Identity Level.

The Experiential Level.

Leadership Involvement in Each Level.

Measuring and Assessing Brandraising's Impact.

Quantitative and Qualitative Metrics.

In Summary.

4 BRANDRAISING AT THE ORGANIZATIONAL LEVEL.

What Comes First: Strategic Planning or Brandraising?

Vision.

Mission.

Values.

Objectives.

Audiences.

Positioning.

Personality.

A Foundation for Everyday Activities.

In Summary.

5 BRANDRAISING AT THE IDENTITY LEVEL.

The Visual Identity.

The Messaging Platform.

Sub-Brands.

Integrating the Identity.

In Summary.

6 BRANDRAISING AT THE EXPERIENTIAL LEVEL.

Selecting Audience-Centric Channels.

Online.

In Print.

In Person.

On Air.

By Mobile.

In Summary.

7 IMPLEMENTING BRANDRAISING.

When You Can't Do It All.

Relaunching Your Nonprofit's Identity.

Brandraising After Relaunch.

Integrating Brandraising into Daily Communications.

In Summary.

In Conclusion.

Acknowledgments.

About the Author.

References.

Index.

Read More

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >