Breakthrough Nonprofit Branding: Seven Principles for Powering Extraordinary Results

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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 ...

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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

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Product Details

  • ISBN-13: 9780470286913
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 10/26/2010
  • Series: AFP/Wiley Fund Development Series , #188
  • Edition number: 1
  • Pages: 336
  • Sales rank: 920,763
  • Product dimensions: 6.20 (w) x 9.10 (h) x 1.20 (d)

Meet the Author

JOCELYNE S. DAW has over twenty-five years’ experience in the nonprofit sector, most recently as Vice President Marketing and Community Engagement at Imagine Canada.  Jocelyne is a recognized pioneer in the evolution of business-community partnerships and the integration of branding, corporate citizenship and social purpose.  She speaks internationally on these topics and is author of Cause Marketing: Partner for Purpose, Passion and Profits (Wiley, 2006). She  guides leading business and community organizations in building innovative citizenship and social purpose programs that deliver stand out brand identity, strengthen relationships and power results.

Carol Cone has over 25 years of experience creating substantive public-private partnerships that advance solutions for social issues. As founder of Cone, Inc., she led the development of initiatives for Avon; ConAgra Foods; Chevrolet; ITT; PNC Financial Services; Procter & Gamble; Reebok; Western Union; and the American Heart Association, helping raise awareness and more than $1.2 billion for causes. In 2007, PR Week called her “arguably the most powerful and visible figure in the world of Cause Branding.”  In 2010 she joined Edelman to continue her journey guiding groundbreaking corporate citizenship efforts as managing director, Brand and Corporate Citizenship.

Kristian Darigan Merenda is an acclaimed cause expert and futurist whose work is featured in President Bill Clinton’s Giving, Philip Kotler’s Marketing: Improving the Quality of Life, M. Cass Wheeler’s You’ve Gotta Have Heart; PR News’ Top 100 Case Studies in PR, and The Journal of Corporate Citizenship, as well as publications produced by Harvard Business School and the United Nations, and among others. She has pioneered approaches to creating global corporate citizenship platforms, nonprofit signature programs and next-generation cause branding. Her work has been honored with more than 75 industry awards for its unprecedented, shared business and social impact. She is a senior vice president at Edelman, Brand & Corporate Citizenship.

Anne Erhard consults corporate and nonprofit clients toward industry-leading results in the areas of cause branding, cause marketing, social responsibility, marketing communications, and public/private partnership development. Her work has been featured as best-in-class in industry books and case studies as well as recognized through dozens of awards, including: PR Week’s Campaign of the Year, Cause Marketing Forums’ Golden Halo, PRSA’s Silver Anvil, Holmes Group’s Gold Sabre, among others. Anne is a vice president at Cone, working with clients such as The American Heart Association, Boys and Girls Clubs of America, L’Oreal, Dunkin Brands and Jockey International.

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Table of Contents


Introduction The New Nonprofit Imperative 1

Komen for the Cure: Realizing the New Nonprofit Imperative 1

What This Book Is About 3

How This Book Was Written 11

How to Use This Book 14

Who Should Read This Book 16

Chapter 1 From Traditional to Breakthrough Nonprofit Branding 19

What Is a Brand? 20

Breakthrough Nonprofit Brand 20

Traditional Nonprofit Branding 22

Traditional versus Breakthrough Nonprofit Branding 23

Seven Principles of Breakthrough Branding 28

Breakthrough Nonprofit Brands 31

Summary 32

Chapter 2 Principle One: Discover the Authentic Meaning of Your Brand 35

UNICEF's Brand Journey 35

College Forward's Brand Journey 38

An Overview of Principle One 40

How-To Success Factors 44

U.S. Fund for UNICEF Digs Deep for Brand Meaning 53

College Forward Bridges the Gap 61

Principle One Summary 68

Chapter 3 Principle Two: Integrate Brand Meaning across the Organization 71

The American Heart Association's Brand Journey 71

Food Bank For New York City's Brand Journey 74

An Overview of Principle Two 77

How-To Success Factors 78

The American Heart Association Remains Fresh and Inviting 87

Food Bank For New York City Delivers Food and Beyond 94

Principle Two Summary 101

Chapter 4 Principle Three: Rally Internal Brand Ambassadors 103

Inspiration Corporation's Brand Journey 103

Memorial HealthWorks! Brand Journey 105

An Overview of Principle Three 107

How-To Success Factors 108

Inspiration Corporation Inspires from the Inside Out 117

Memorial HealthWorks! Lives and Breathes its Organizational DNA 124

Principle Three Summary 130

Chapter 5 Principle Four: Develop 360° Brand Communications 133

Kids Help Phone 360° Brand Communications 134

American Heart Association 360° Brand Communications 135

College Forward 360° Brand Communications 137

U.S. Fund for UNICEF 360° Brand Communications 137

Inspiration Corporation 360° Brand Communications 138

An Overview of Principle Four 139

How-To Success Factors 140

Principle Four Summary 169

Chapter 6 Principle Five: Expand Your Brand by Mobilizing an External Community 171

Stratford Shakespeare Festival's Brand Journey 171

Susan G. Komen for the Cure's Brand Journey 173

An Overview of Principle Five 175

How-To Success Factors 177

Principle Five Summary 197

Chapter 7 Principle Six: Cultivate Partners to Extend Your Brand Reach and Influence 201

Kids Help Phone's Brand Journey 201

NatureBridge's Brand Journey 203

An Overview of Principle Six 206

How-To Success Factors 207

Kids Help Phone Nurtures a Partner Community 229

NatureBridge Nurtures a Partner Community 231

Principle Six Summary 233

Chapter 8 Principle Seven: Leverage Your Brand for Alternative Revenue and Value 235

Goodwill Industries, Brand Journey 235

An Overview of Principle Seven 238

How-To Success Factors 241

Principle Seven Summary 265

Conclusion The Breakthrough Nonprofit Brand Journey 267

Breakthrough Nonprofit Brands Are a Valuable Asset 268

Breakthrough Nonprofit Brands Differentiate to Stand Out 268

Breakthrough Nonprofit Brands Are Bigger Than Themselves 269

Breakthrough Nonprofit Brands Rally Communities 269

Breakthrough Nonprofit Brands Have Courageous Leadership 269

Breakthrough Nonprofit Use Their Brand to Drive Strategy 270

Breakthrough Nonprofit Brands Embrace Innovation 270

Breakthrough Nonprofit Brands Create Owners, Inside and Outside 271

Breakthrough Nonprofit Brands Enjoy Alliances to Extend Reach and Impact 272

Breakthrough Nonprofit Brands Build Sustainable Organizations 272

Ongoing Journey and Long-Term Commitment 272

Your Brand Future 273

The Breakthrough Nonprofit Brand Journey 273

Appendix A Brand Journey Assessment Tool 277

Appendix B Snapshot of Nonprofit Case Studies 279

Kids Help Phone 279

American Heart Association 281

The U.S. Fund for UNICEF 283

Susan G. Komen for the Cure 285

Inspiration Corporation 287

NatureBridge 289

Stratford Shakespeare Festival 290

Memorial Health Works! Kids' Museum 292

College Forward 293

Food Bank For New York City 294

Goodwill Industries International 295

Glossary 296

Notes 298

Bibliography 303

About the Authors 307

AFP Code of Ethical Principles and Standards 309

A Donor Bill of Rights 310

Index 313

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