ISBN-10:
0470527536
ISBN-13:
9780470527535
Pub. Date:
12/21/2009
Publisher:
Wiley
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
Current price is , Original price is $46.0. You

Temporarily Out of Stock Online

Please check back later for updated availability.

Product Details

ISBN-13: 9780470527535
Publisher: Wiley
Publication date: 12/21/2009
Edition description: New Edition
Pages: 208
Sales rank: 966,050
Product dimensions: 5.50(w) x 8.60(h) x 0.90(d)

About 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.

Read an Excerpt

Click to read or download

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.

Customer Reviews

Most Helpful Customer Reviews

See All Customer Reviews