Breakthrough Nonprofit Branding: Seven Principles for Powering Extraordinary Results

( 2 )


Seven Principles to Power Extraordinary Results

At a time of intense competition, low barrier to entry, andlightning-quick brand recognition, leading nonprofits are buildingmore value-rich branding programs. They are proactively creatingbusiness models that bring their brand to life in the hearts andminds of their stakeholders. Breakthrough Nonprofit Brandingdemonstrates how a constituency-focused, compelling brand canrevolutionize an ...

See more details below
$30.72 price
(Save 23%)$39.95 List Price
Other sellers (Hardcover)
  • All (9) from $15.07   
  • New (5) from $23.26   
  • Used (4) from $15.07   


Seven Principles to Power Extraordinary Results

At a time of intense competition, low barrier to entry, andlightning-quick brand recognition, leading nonprofits are buildingmore value-rich branding programs. They are proactively creatingbusiness models that bring their brand to life in the hearts andminds of their stakeholders. Breakthrough Nonprofit Brandingdemonstrates how a constituency-focused, compelling brand canrevolutionize an organization and the way people view and supportit.

As practiced in real life, most nonprofits define "branding" astheir visual identity produced to aid in awareness and fundraising.However important logos and trademarks are, this limitedperspective leaves a significant amount of value on the table.Visionary, mission-driven organizations recognize brand as a biggercanvas for their work. To them, branding is the daily expression oftheir purpose and a way to communicate their promise tostakeholders. Their brand is their trust mark—their commitmentto consistently deliver on who they are, what they stand for, andtheir unique benefits.

Drawing on their combined seventy plus years of experience inthe nonprofit and corporate sectors, the authors studied elevenvisionary nonprofits to reveal the seven principles fortransforming a brand from ordinary trademark to strategiccompetitive advantage. The groups profiled reflect a variety ofsizes, breadths, regions, and issues. The common thread is thattheir brand work has resulted in greater social impact and vibrantgrowth.

Through the use of case studies, Breakthrough Nonprofit Brandingreveals how:

  • A nonprofit put its renewed brand to work to propel itsorganization forward—despite inconsistent communitysupport
  • Renewed brand meaning heightened stakeholder commitment,stabilized an organization's financial position, and empowered itto weather a roiling economy
  • A small organization's brand campaign resulted in exceptionalgrowth
  • A re-brand transformed a nonprofit, enabling it to expand from aregional to national footprint
  • One of the largest nonprofits lost momentum and regaineddirection through a revitalized brand process

Breakthrough Nonprofit Branding shows you how to create a brandthat creates unique value, builds deep relationships, fosters loyalcommunities, and increases social impact. It offers a practicalroad map and essential tool for nonprofit leaders, board members,and volunteers, as well as communications professionals,development consultants, marketing agencies, academics, students,and all those interested in catalyzing dynamic results for theorganizations they serve.

Read More Show Less

Product Details

  • ISBN-13: 9780470286913
  • Publisher: Wiley
  • Publication date: 10/26/2010
  • Series: AFP/Wiley Fund Development Series , #188
  • Edition number: 1
  • Pages: 336
  • Sales rank: 835,425
  • Product dimensions: 6.20 (w) x 9.10 (h) x 1.20 (d)

Meet the Author

JOCELYNE S. DAW has over twenty-five years’ experiencein the nonprofit sector, most recently as Vice President Marketingand Community Engagement at Imagine Canada.  Jocelyne isa recognized pioneer in the evolution of business-communitypartnerships and the integration of branding, corporate citizenshipand social purpose.  She speaks internationally on thesetopics and is author of Cause Marketing: Partner forPurpose, Passion and Profits (Wiley, 2006). She  guidesleading business and community organizations in building innovativecitizenship and social purpose programs that deliver stand outbrand identity, strengthen relationships and power results.

Carol Cone has over 25 years of experience creatingsubstantive public-private partnerships that advance solutions forsocial issues. As founder of Cone, Inc., she led the development ofinitiatives for Avon; ConAgra Foods; Chevrolet; ITT; PNC FinancialServices; Procter & Gamble; Reebok; Western Union; and theAmerican 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 worldof Cause Branding.”  In 2010 she joined Edelman tocontinue her journey guiding groundbreaking corporate citizenshipefforts as managing director, Brand and Corporate Citizenship.

Kristian Darigan Merenda is an acclaimed cause expert andfuturist whose work is featured in President Bill Clinton’sGiving, Philip Kotler’s Marketing: Improving theQuality of Life, M. Cass Wheeler’s You’ve GottaHave Heart; PR News’ Top 100 Case Studies in PR,and The Journal of Corporate Citizenship, as well aspublications produced by Harvard Business School and the UnitedNations, and among others. She has pioneered approaches to creatingglobal corporate citizenship platforms, nonprofit signatureprograms and next-generation cause branding. Her work has beenhonored with more than 75 industry awards for its unprecedented,shared business and social impact. She is a senior vice presidentat Edelman, Brand & Corporate Citizenship.

Anne Erhard consults corporate and nonprofit clientstoward industry-leading results in the areas of cause branding,cause marketing, social responsibility, marketing communications,and public/private partnership development. Her work has beenfeatured as best-in-class in industry books and case studies aswell as recognized through dozens of awards, including: PRWeek’s Campaign of the Year, Cause Marketing Forums’Golden Halo, PRSA’s Silver Anvil, Holmes Group’s GoldSabre, among others. Anne is a vice president at Cone, working withclients such as The American Heart Association, Boys and GirlsClubs of America, L’Oreal, Dunkin Brands and JockeyInternational.

Read More Show Less

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

Read More Show Less

Customer Reviews

Average Rating 5
( 2 )
Rating Distribution

5 Star


4 Star


3 Star


2 Star


1 Star


Your Rating:

Your Name: Create a Pen Name or

Barnes & Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation


  • - By submitting a review, you grant to Barnes & and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Terms of Use.
  • - Barnes & reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously
Sort by: Showing all of 2 Customer Reviews
  • Anonymous

    Posted March 2, 2014



    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted December 12, 2012


    Was this review helpful? Yes  No   Report this review
Sort by: Showing all of 2 Customer Reviews

If you find inappropriate content, please report it to Barnes & Noble
Why is this product inappropriate?
Comments (optional)