Sarah Durham

Brandraising (eBook, PDF)

How Nonprofits Raise Visibility and Money Through Smart Communications

• Format: PDF

Produktbeschreibung

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.

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Produktdetails

• Verlag: John Wiley & Sons
• Seitenzahl: 208
• Erscheinungstermin: 18. November 2009
• Englisch
• ISBN-13: 9780470541913
• Artikelnr.: 38205026

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