Jocelyne Daw, Carol Cone

Breakthrough Nonprofit Branding

• Gebundenes Buch

Produktbeschreibung

A hands-on guide to help your nonprofit build its brand, raise its profile, strengthen impact and develop deeper relationships with donors, volunteers, and other stakeholders. Breakthrough Nonprofit Branding is about the power a constituency-focused, compelling brand can have to revolutionize an organization and the way people view and support it.
Shows how to optimally define what your organization stands for to differieniate, create value and breakthrough
Explains how to build loyal communities inside and outside of your organization to increase social impact
Features seven principles for transforming a brand from ordinary trademark to strategic advantage
Includes case studies of eleven breakthrough nonprofit brands and transferable ideas and practices that nonprofits of any size, scope or experience can implement
Other title by Daw: Cause Marketing for Nonprofits: Partner for Purpose, Passion, and Profits

A practical road map and essential tool for nonprofit leaders, board members, and volunteers, this book reveals the vital principles you need to know to build and manage your organization's most valuable asset - its brand. In today's highly competitive nonprofit world, building a breakthrough brand is no longer a "nice to do," but the new imperative.

Jocelyne Daw, a pioneer and leader in building business and community partnerships has over 25 years of nonprofit leadership experience.

Carol Cone, named by PR WEEK as the most powerful and visible figure in the world of cause branding, has been linking companies and causes for over 25 years.

Produktdetails

• The AFP/Wiley Fund Development Series
• Verlag: Wiley & Sons
• 1. Auflage
• Seitenzahl: 336
• Erscheinungstermin: 26. Oktober 2010
• Englisch
• Abmessung: 235mm x 157mm x 23mm
• Gewicht: 643g
• ISBN-13: 9780470286913
• ISBN-10: 0470286911
• Artikelnr.: 27933150

Autorenporträt

JOCELYNE S. DAW has over twenty-five years' experience in the nonprofit sector, and is a recognized pioneer in the evolution of business-community partnerships and the integration of marketing and fundraising. Most recently, she was Vice President Marketing and Community Engagement at Imagine Canada. Jocelyne is an international speaker and author of Cause Marketing: Partner for Purpose, Passion and Profits (Wiley). She advises leading business and community organizations in building innovative community strategies that deliver stand out brand identity, strengthen relationships and power results. CAROL CONE has over twenty-five years' experience creating substantive partnerships between companies and social issues. As founder of Cone, Inc., she led the development of cause initiatives for Avon, Reebok, ConAgra Foods, PNC, and the American Heart Association, helping raise awareness and more than $1.2 billion for various social issues. In 2007, PR Week called her "arguably the most powerful and visible figure in the world of Cause Branding." In 2010 she joined Edelman Public Relations to continue her journey guiding groundbreaking brand and corporate citizenship efforts.

Inhaltsangabe

The AFP Fund Development Series. Acknowledgments. Introduction: The New
Nonprofit Imperative. Komen for the Cure: Realizing the New Nonprofit
Imperative. What this book is About. How this Book was Written. How to use
this Book. Who Should Read this Book. Chapter One From Traditional to
Breakthrough Nonprofit Branding. What is a Brand? Breakthrough Nonprofit
Brand. Traditional Nonprofit Branding. Traditional versus Breakthrough
Nonprofit Branding. Seven Principles of Breakthrough Branding. Breakthrough
Nonprofit Brands. Summary. Chapter Two Principle One Discover Authentic
Meaning Of Your Brand. Unicef's Brand Journey College Forward's Brand
Journey An Overview Of Principle One How-To Success Factors Refine: Create
Brand Platform U.S. Fund For Unicef Brand Journey Unicef Heart: "Defining"
Its Cause Unicef Hands: Let The Banks Of The River Overflow College Forward
Brand Journey College Forward: Heart: Purpose With Passion College Forward:
Hands: Expanded Involvement Principle One: Summary Chapter Three Principle
Two: Integrates brand meaning across the organization. The American Heart
Association's Brand Journey. Food Bank For New York City's Brand Journey.
An Overview Of Principle Two. How-To Success Factors. The American Heart
Association Integrates Brand Meaning Across The Organization. Food Bank For
New York City Integrates Brand Meaning Across The Organization. Principle
Two: Summary. Chapter Four Principle Three: Rally Internal Brand
Ambassadors. Inspiration Corporation's Brand Journey. HealthWorks! Brand
Journey. An Overview of Principle Three. Success Factors. Inspiration
Corporation Brand from the Inside-Out. Healthworks! Connects to
Organizational DNA. Principle Three: Summary. Chapter Five Principle Four:
Develop 360°Brand Communications. Kids Help Phone 360°Brand Communications.
American Heart Association 360°Brand Communications. College Forward
360°Brand Communications. U.S. Fund For UNICEF 360°Brand Communications.
Inspiration Corporation 360°Brand Communications. An Overview of Principle
Four. HOW-TO SUCCESS FACTORS. Base: Solidify a Strong Brand Identity.
Build: Compelling and integrated on-line and off-line communications.
Breakthrough: Empower Supporters to Co-create Communications and Drive
Action. Principle Four: Summary. Chapter Six Principle Five: Expand Brand
by Mobilizing an External Community. Stratford Shakespeare Festival's Brand
Journey. Susan G. Komen For The Cure Brand Journey. Overview of Principle
Five. BASE: Cultivate Individual Relationships as a Community Cornerstone.
BREAKTHROUGH: Constantly Grow the Community by Reaching New. Audiences and
Offering Innovative Engagement Experiences. Build Belonging: Mobilize
Champions for the Mission. Principle Five: Summary. Chapter Seven Principle
Six: Cultivate Partners To Extend Brand Reach And Influence. Kids Help
Phone Brand Journey. Naturebridge's Brand Journey. An Overview of Principle
Six. HOW-TO SUCCESS FACTORS. BASE: Prepare Internal Framework For
Transactional Agreements. Build: Seek Strategic Alignment To Transition
Relationships. Breakthrough: Nurtures Transformative Partnerships. Kids
Help Phone Nurtures A Partner Community. Naturebridge Nurtures A Partner
Community. Principle Six: Summary. Chapter Eight Principle Seven: Leverage
Your Brand For Alternative Revenue And Value. Goodwill Industries Brand
Journey. Overview Of Principle. BASE: Establish a Culture of Enterprise and
Experiment. BUILD: Capitalize on Brand and Experience to Build the Next
Level of Community Enterprise Ventures. BREAKTHROUGH: Deepen Community
Enterprises to Achieve Mission and Financial Goals. Principle Seven:
Summary. CONCLUSION The Breakthrough Nonprofit Brand Journey. Breakthrough
Nonprofit Brands are a Valuable Asset. Breakthrough Nonprofit Brands
Differentiate to Stand Out. Breakthrough Nonprofit Brands are Bigger than
Themselves. Breakthrough Nonprofit Brands Rally Communities. Breakthrough
Nonprofit Brands Have Courageous Leadership. Breakthrough Nonprofits use
their Brand to Drive Strategy. Breakthrough Nonprofit Brands Embrace
Innovation. Breakthrough Nonprofit Brands Create Owners, Inside and
Outside. Breakthrough Nonprofit Brands Enjoy Alliances to Extend Reach and
Impact. Breakthrough Nonprofit Brands Build Sustainable Organizations.
Ongoing Journey and Long-Term Commitment. Your Brand Future. The
Breakthrough Nonprofit Brand Journey. Appendix A Brand Journey Assessment
Tool. Appendix B Snapshot of Nonprofit Case Studies. Kids Help Phone.
American Heart Association. Unicef. Susan G. Komen for the Cure.
Inspiration Corporation. NatureBridge. Stratford Shakespeare Festival.
HealthWorks! College Forword. Food Bank For New York City. Endnotes.
Bibliography. Glossary. Breakthrough Nonprofit Branding: The Seven
Principles to Power Extraordinary Results. About the Authors. AFP Code of
Ethics for Professional Philanthropic Fundraisers. Donor Bill of Rights.
Index.