The You've Gotta Have Heart
Achieving Purpose Beyond Profit in the Social Sector
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There are more than 1.6 million nonprofits in the United States alone--some are good, some are great, and some are just ineffective. With all this competition, how can you ensure that your organization thrives and still fulfills its purpose? In You've Gotta Have Heart, Cass Wheeler shows you how to make sure your hard work really pays off. Using examples of some of the most lauded organizations, including the American Heart Association, the American Cancer Society, and the Girl Scouts of America, and many others. This book offers insider advice on branding, tag lines, paid advertising, fund-ra...
There are more than 1.6 million nonprofits in the United States alone--some are good, some are great, and some are just ineffective. With all this competition, how can you ensure that your organization thrives and still fulfills its purpose? In You've Gotta Have Heart, Cass Wheeler shows you how to make sure your hard work really pays off. Using examples of some of the most lauded organizations, including the American Heart Association, the American Cancer Society, and the Girl Scouts of America, and many others. This book offers insider advice on branding, tag lines, paid advertising, fund-raising, social networking, advocating, leadership vs. management, creating winning teams, and talent recruitment, development, and retention. You've Gotta Have Heart takes you beyond theory and good intentions to help you achieve real, lasting results. You will discover how to: Establish a mission that motivates staff, volunteers, and donors to achieve goals beyond expectations Hire and manage volunteer and paid staff Decide what to focus on and what you need to stop doing Set (and achieve) breakthrough goals Learn from the marketing techniques of the for-profit world to increase exposure for your cause Implement advocacy and lobbying campaigns to influence public opinion, get your message out, and drive legislators to support your cause Effectively compete for charitable donations in an increasingly competitive environment Partner effectively with other organizations to achieve mission-related activities Filled with honest, practical, and thoughtful lessons from the author's own experience, this book will help nonprofits of every size do great and be great.
