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In the current economic climate, nonprofits need to focus on ways to stand out from the crowd, win charitable dollars, and survive the downturn. Effective, mission-focused communications can help organizations build strong identities, heightened reputations, and increased fundraising capability. Brandraising outlines a mission-driven approach to communications and marketing, specifically designed to boost fundraising efforts. This book provides tools and guidance for nonprofits seeking to transform their communications and marketing through smart positioning, branding, campaigns, and materials…mehr
In the current economic climate, nonprofits need to focus on ways to stand out from the crowd, win charitable dollars, and survive the downturn. Effective, mission-focused communications can help organizations build strong identities, heightened reputations, and increased fundraising capability. Brandraising outlines a mission-driven approach to communications and marketing, specifically designed to boost fundraising efforts. This book provides tools and guidance for nonprofits seeking to transform their communications and marketing through smart positioning, branding, campaigns, and materials that leverage solid strategy and great creative, with a unique focus on the intersection of communications and fundraising.
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.
Inhaltsangabe
1 Brandraising 1 What "Brandraising" Means 3 Measuring the Value of Communications 5 In Summary 7 2 Principles of Effective Communications 9 Seeing the Long View 10 Communicating on Their Terms, Not Yours 19 Doing More with Less 25 In Summary 29 3 Overview of Brandraising 31 The Organizational Level 31 The Identity Level 32 The Experiential Level 33 Leadership Involvement in Each Level 34 Measuring and Assessing Brandraising's Impact 35 Quantitative and Qualitative Metrics 37 In Summary 39 4 Brandraising at the Organizational Level 41 What Comes First: Strategic Planning or Brandraising? 42 Vision 42 Mission 44 Values 49 Objectives 52 Audiences 55 Positioning 59 Personality 62 A Foundation for Everyday Activities 66 In Summary 70 5 Brandraising at the Identity Level 73 The Visual Identity 75 The Messaging Platform 88 Sub-Brands 103 Integrating the Identity 104 In Summary 109 6 Brandraising at the Experiential Level 111 Selecting Audience-Centric Channels 112 Online 120 In Print 132 In Person 137 On Air 143 By Mobile 145 In Summary 148 7 Implementing Brandraising 151 When You Can't Do It All 152 Relaunching Your Nonprofit's Identity 153 Brandraising After Relaunch 157 Integrating Brandraising into Daily Communications 165 In Summary 169 In Conclusion 170 Acknowledgments 171 About the Author 173 References 175 Index 177
1 Brandraising 1 What "Brandraising" Means 3 Measuring the Value of Communications 5 In Summary 7 2 Principles of Effective Communications 9 Seeing the Long View 10 Communicating on Their Terms, Not Yours 19 Doing More with Less 25 In Summary 29 3 Overview of Brandraising 31 The Organizational Level 31 The Identity Level 32 The Experiential Level 33 Leadership Involvement in Each Level 34 Measuring and Assessing Brandraising's Impact 35 Quantitative and Qualitative Metrics 37 In Summary 39 4 Brandraising at the Organizational Level 41 What Comes First: Strategic Planning or Brandraising? 42 Vision 42 Mission 44 Values 49 Objectives 52 Audiences 55 Positioning 59 Personality 62 A Foundation for Everyday Activities 66 In Summary 70 5 Brandraising at the Identity Level 73 The Visual Identity 75 The Messaging Platform 88 Sub-Brands 103 Integrating the Identity 104 In Summary 109 6 Brandraising at the Experiential Level 111 Selecting Audience-Centric Channels 112 Online 120 In Print 132 In Person 137 On Air 143 By Mobile 145 In Summary 148 7 Implementing Brandraising 151 When You Can't Do It All 152 Relaunching Your Nonprofit's Identity 153 Brandraising After Relaunch 157 Integrating Brandraising into Daily Communications 165 In Summary 169 In Conclusion 170 Acknowledgments 171 About the Author 173 References 175 Index 177
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