Jeff Brooks

The Money-Raising Nonprofit Brand (eBook, ePUB)

Motivating Donors to Give, Give Happily, and Keep on Giving

• Format: ePub

Produktbeschreibung

Why commercial-style branding doesn't work for nonprofits--and what does Taking its cue from for-profit corporations, the nonprofit world has increasingly turned to commercial-style branding to raise profiles and encourage giving. But it hasn't worked. Written by a longtime industry insider, this book argues that branding strategies borrowed from for-profit companies hasn't just failed, but has actually discouraged giving. But why does branding--a well-developed discipline with a history of commercial success--fail when applied to nonprofits? The Money-Raising Nonprofit Brand + Website argues that commercial-style branding is the wrong tool applied in the wrong way to the wrong industry. * Offers a real-world fundraising strategies that work in the nonprofit world * Disabuses readers of the dangerous notion that commercial-style marketing works in the fundamentally different nonprofit world * Written by an industry insider with 25 years of experience raising funds for many of the most successful nonprofits in the world Nonprofit fundraising is a fundamentally different world--financially, emotionally, and practically--than commercial marketing. Here, the author explains why commercial marketing strategies don't work and provides practical, experience-based alternatives that do.

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Produktdetails

• Verlag: John Wiley & Sons
• Seitenzahl: 256
• Erscheinungstermin: 4. März 2014
• Englisch
• ISBN-13: 9781118583401
• Artikelnr.: 40614179

Autorenporträt

JEFF BROOKS, creative director at TrueSense Marketing, has served the nonprofit community for more than 25 years, working as a writer and creative director on behalf of top North American nonprofits, including CARE, St. Jude Children's Research Hospital, World Vision, Feeding America, World Relief, and dozens of urban rescue missions and Salvation Army divisions. He blogs at futurefundraisingnow.com, podcasts at fundraisingisbeautiful.com, and is the author of the popular book The Fundraiser's Guide to Irresistible Communications (2012). He lives in Seattle.

Inhaltsangabe

Acknowledgments ix About the Author xi Introduction: How This Book Can
Transform Your Fundraising xiii PART ONE The Money-Losing Nonprofit Brand
How Branding Often Goes Wrong for Nonprofit Organizations 1 How and Why
Commercial-Style Branding Can Torpedo Your Organization 3 Why the New Brand
Didn'tWork 10 How Commercial Branding Works 13 Summary 17 2 Branding in the
Real World 19 There Is a BetterWay to Brand 21 3 What Branding Work Can Do
to Fundraising Revenue 25 If You Change Your Logo 28 If You Change Your
Graphic Standards 29 If You Change Your Copy Standards 31 If You Change
Your Organization's Name 32 If You Change Your Cause Identification 35 4
We're Being Brandjacked: A Guide to Survival 41 Brandjacking Warning Sign
1: The New Brand Is Not Aimed at Your Donors 43 Brandjacking Warning Sign
2: The New Brand Requires You to Abandon Your Donors 44 Brandjacking
Warning Sign 3: The Work Is Not Grounded in Donor Behavior 48 Brandjacking
Warning Sign 4: The New Brand Describes Your Cause in a Symbolic Way 50
Brandjacking Warning Sign 5: The New Brand Requires Absolute Consistency 52
Brandjacking Warning Sign 6: The New Brand Is Design--and Little Else 53 5
Why Branding Matters, and Why It Makes No Difference 57 Aunt Edna 60 PART
TWO Your Call to Action How Your Cause Connects with Donors and Brings Your
Brand into Their Lives 6 The Seven Elements of a Fundraising Offer 67
Element 1: A Problem 69 Element 2: A Solution 71 Element 3: Cost 74 Element
4: Urgency 75 Element 5: Donor Context 76 Element 6: Donor Benefits 81
Element 7: Emotion 82 7 Your Fundraising Offer from the Inside Out 89 A
Fundraising Offer Is Specific 90 A Fundraising Offer Is Believable 95 A
Fundraising Offer Is Bite-Sized for Donors and Flexible 97 A Fundraising
Offer Has a Sense of Leverage 101 A Fundraising Offer Is Defensible 102 8
Great Fundraising Offers in the Real World 105 Child Sponsorship 105
Sponsorship Lite 106 Food Bank Leverage Offer 107 Shipping 107 Matching
Funds 108 Catalog 109 PART THREE Your Fundraising Icon The Image that
Reminds Donors Why They Give to You 9 The Visual Foundation of Your Brand
113 Your Icon Has a Clear Focal Point 118 Your Icon Is a Person 119 Your
Icon Is Focused on the Face 121 Your Icon Is One Person, Not a Group 122
Your Icon Is a Picture of Unmet Need 123 Your Icon Is a Photo, Not an
Illustration 126 How I Lost My Perspective and Got It Back Again 127 10 How
to Find and Refine Your Fundraising Icon 131 Step 1: Find a Hypothesis 133
Step 2: Put Aside Your Preferences and Winnow 134 Step 3: Use
Direct-Response Testing 138 PART FOUR The Donor-Focused Nonprofit How to
Become Your Donors' Favorite Cause 11 Leprosy or Hansen's Disease? What
Donors Need to Know 143 Five Ways Nonprofits Drive Away Their Donors 147 12
Communicating as if Donors Mattered 155 Donor-Focused Stories 159 Reporting
Back: Set Yourself Apart 163 Donor Control over Communication 169
Appropriate Design 170 How to Measure Donor Communication 173 13 The
Structure of a Donor-Focused Nonprofit 177 A Well-Run Nonprofit Is Aligned
around Fundraising Goals 180 A Well-Run Nonprofit Is Not Run by Committees
182 A Well-Run Nonprofit Doesn't Have a Marketing Department 184 A Well-Run
Nonprofit Has a Plan for Every Donor 189 A Well-Run Nonprofit Has Its Donor
Data Act Together 191 A Well-Run Nonprofit Is Donor Connected 192 14 The
Culture of the Donor-Focused Organization 195 A Donor-Focused Nonprofit Is
Investment Oriented 199 A Donor-Focused Nonprofit Has a Fact-Based Culture
202 A Donor-Focused Nonprofit Doesn't Treat All Donors the Same 207 A
Donor-Focused Nonprofit Has a Culture of Thankfulness 209 A Donor-Focused
Nonprofit Sees Fundraising as Part of Its Mission 210 Appendix A The Donor
Bill of Rights and the Money-Raising Brand 215 Appendix B Suggested Reading
for Fundraisers 219 Index 221