Sarah Durham

Brandraising

How Nonprofits Raise Visibility and Money Through Smart Communications

• Gebundenes Buch

Produktbeschreibung

In today's uncertain marketplace, every nonprofit organization faces the same core challenge: how to demonstrate value and win charitable dollars with limited staff, budget, and communications experience. Brandraising offers nonprofit leaders a proven approach to fundraising that puts the focus on marketing, branding, and communications. In this vital resource, Sarah Durham--an acclaimed nonprofit communications expert--reveals the importance of an integrated marketing and fundraising plan based on a foundation of clear mission and relevant strategy. She offers detailed, practical guidance for building a recognizable and meaningful brand, and developing a comprehensive, multi-level communications strategy. Brandraising is a holistic approach to communications that involves everyone within the organization--board, staff leadership, volunteers, program staff and in some cases funders and donors. Readers will learn how to coordinate every aspect of their branding and communications efforts, from start to finish. Durham shows how to boost fundraising, programs and advocacy efforts by * ARTICULATING AN ORGANIZATIONAL PROFILE: vision, mission, values, objectives, position, personality * DEVELOPING A SOLID IDENTITY: visual platform, messaging platform * CONDUCTING SMART OUTREACH: online, print, in person, on air, mobile * MOVING BEYOND BRANDRAISING: measuring communications impact on programs, fundraising and advocacy, and sustaining successful communications as change occurs The Brandraising method enables nonprofits to raise more money, reach a wider program audience, and maintain closer contact with legislators, the media, and the community.

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Produktdetails

• Verlag: Wiley
• Seitenzahl: 208
• Erscheinungstermin: 1. Dezember 2009
• Englisch
• Abmessung: 222mm x 145mm x 15mm
• Gewicht: 399g
• ISBN-13: 9780470527535
• ISBN-10: 0470527536
• Artikelnr.: 26859128

Autorenporträt

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