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

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Overview

Brandraising

In today's uncertain marketplace, every nonprofit organizationfaces the same core challenge: how to demonstrate value and wincharitable dollars with limited staff, budget, and communicationsexperience.

Brandraising offers nonprofit leaders a proven approachto fundraising that puts the focus on marketing, branding, andcommunications. In this vital resource, Sarah Durham—anacclaimed nonprofit communications expert—reveals theimportance of an integrated marketing and fundraising plan based ona foundation of clear mission and relevant strategy. She offersdetailed, practical guidance for building a recognizable andmeaningful brand, and developing a comprehensive, multi-levelcommunications strategy.

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

Durham shows how to boost fundraising, programs and advocacyefforts by

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

The Brandraising method enables nonprofits to raise moremoney, reach a wider program audience, and maintain closer contactwith legislators, the media, and the community.

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Editorial Reviews

From the Publisher
"Sarah Durham, author of 2009's Brandraising, founded communications firm Big Duck in 1994 to help nonprofits raise money, gain visibility, and make effective use of social media. After 16 years, Big Duck continues to assist organizations from the Cancer Research Institute to the Women's Sports Foundation in building strong relationships with key constituents both online and off." (Fast Company, March 23, 2010)
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Product Details

  • ISBN-13: 9780470527535
  • Publisher: Wiley
  • Publication date: 12/21/2009
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 208
  • Sales rank: 250,521
  • Product dimensions: 5.79 (w) x 8.66 (h) x 0.77 (d)

Meet the Author

Sarah Durham is the principal of Big Duck, a firm she founded in 1994 that works exclusively with nonprofits to help them raise money and increase their visibility through smart communications. Clients include the Robin Hood Foundation, United Way of New York City, American Jewish World Service, Women's Sports Foundation, Partnership for a Drug-Free America and other regional and national nonprofits. She frequently writes and contributes to articles in nonprofit trade publications. She is a volunteer trainer for the Support Center for Nonprofit Management and a frequent presenter at Association of Fundraising Professionals (AFP) and other nonprofit industry conferences.

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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.

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