Jocelyne Daw, Carol Cone

Breakthrough Nonprofit Branding (eBook, ePUB)

Seven Principles to Power Extraordinary Results

• Format: ePub

Produktbeschreibung

Breakthrough NONPROFIT BRANDING At a time of intense competition, low barrier to entry, and lightning-quick brand recognition, leading nonprofits are building more value-rich branding programs. They are proactively creating business models that bring their brand to life in the hearts and minds of their stakeholders. Breakthrough Nonprofit Branding demonstrates how a constituency-focused, compelling brand can revolutionize an organization and the way people view and support it. As practiced in real life, most nonprofits define "branding" as their visual identity produced to aid in awareness and fundraising. However important logos and trademarks are, this limited perspective leaves a significant amount of value on the table. Visionary, mission-driven organizations recognize brand as a bigger canvas for their work. To them, branding is the daily expression of their purpose and a way to communicate their promise to stakeholders. Their brand is their trust mark--their commitment to consistently deliver on who they are, what they stand for, and their unique benefits. Drawing on their combined seventy plus years of experience in the nonprofit and corporate sectors, the authors studied eleven visionary nonprofits to reveal the seven principles for transforming a brand from ordinary trademark to strategic competitive advantage. The groups profiled reflect a variety of sizes, breadths, regions, and issues. The common thread is that their brand work has resulted in greater social impact and vibrant growth. Through the use of case studies, Breakthrough Nonprofit Branding reveals how: * A nonprofit put its renewed brand to work to propel its organization forward--despite inconsistent community support * Renewed brand meaning heightened stakeholder commitment, stabilized an organization's financial position, and empowered it to weather a roiling economy * A small organization's brand campaign resulted in exceptional growth * A re-brand transformed a nonprofit, enabling it to expand from a regional to national footprint * One of the largest nonprofits lost momentum and regained direction through a revitalized brand process Breakthrough Nonprofit Branding shows you how to create a brand that creates unique value, builds deep relationships, fosters loyal communities, and increases social impact. It offers a practical road 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 the organizations they serve.

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Produktdetails

• Verlag: John Wiley & Sons
• Seitenzahl: 336
• Erscheinungstermin: 7. Oktober 2010
• Englisch
• ISBN-13: 9780470918685
• Artikelnr.: 37300504

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.