Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications

Praise for Brandraising
"Brandraising is a timely, critically important contribution for all nonprofits. With its sage, step–by step guidance, this book should be a dog–eared resource for perceptive chief executives in the sector."
Mark Lipton
consultant on nonprofit board strategy and professor of management, Milano: The New School for Management and Urban Policy
"If you lead a nonprofit organization and you want to be successful, you better read this book—right now!"
Brian Reich
coauthor, Media Rules: Mastering Today′s Technology to Connect with and Keep Your Audience
"Brandraising is a must–read for any organization operating in the noisy and crowded nonprofit arena today. Finally, in one volume we can find the structure and the techniques any institution can use to place itself above the din."
Nancy Schwartz Sternoff
director, Dobkin Family Foundation
"Brandraising′s hip yet down–to–earth tone is a perfect reflection of Sarah herself, as is its finely balanced respect for traditional strategies with a serious, forward–looking nod to new technologies."
Margaret Battistelli
editor–in–chief, Fundraising Success
"In today′s highly competitive nonprofit sector, creating an effective brand is essential. Brandraising tells you how to do it right!"
Cheryl A. Clarke
consultant and author of Storytelling for Grantseekers and Grant Proposal Makeover

Spis treści:
1 BRANDRAISING.
What Brandraising Means.
Measuring the Value of Communications.
In Summary.
2 PRINCIPLES OF EFFECTIVE COMMUNICATIONS.
Seeing the Long View.
Communicating on Their Terms, Not Yours.
Doing More with Less.
In Summary.
3 OVERVIEW OF BRANDRAISING.
The Organizational Level.
The Identity Level.
The Experiential Level.
Leadership Involvement in Each Level.
Measuring and Assessing Brandraising′s Imp act.
Quantitative and Qualitative Metrics.
In Summary.
4 BRANDRAISING AT THE ORGANIZATIONAL LEVEL.
What Comes First: Strategic Planning or Brandraising?
Vision.
Mission.
Values.
Objectives.
Audiences.
Positioning.
Personality.
A Foundation for Everyday Activities.
In Summary.
5 BRANDRAISING AT THE IDENTITY LEVEL.
The Visual Identity.
The Messaging Platform.
Sub–Brands.
Integrating the Identity.
In Summary.
6 BRANDRAISING AT THE EXPERIENTIAL LEVEL.
Selecting Audience–Centric Channels.
Online.
In Print
In Person.
On Air.
By Mobile.
In Summary.
7 IMPLEMENTING BRANDRAISING.
When You Can′t Do It All.
Relaunching Your Nonprofit′s Identity.
Brandraising After Relaunch.
Integrating Brandraising into Daily Communications.
In Summary.
In Conclusion.
Acknowledgments.
About the Author.
References.
Index.

Nota biograficzna:

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.

Okładka tylna:

Praise for Brandraising
"Brandraising is a timely, critically important contribution for all nonprofits. With its sage, step–by step guidance, this book should be a dog–eared resource for perceptive chief executives in the sector."
Mark Li pton
consultant on nonprofit board strategy and professor of management, Milano: The New School for Management and Urban Policy
"If you lead a nonprofit organization and you want to be successful, you better read this book—right now!"
Brian Reich
coauthor, Media Rules: Mastering Today′s Technology to Connect with and Keep Your Audience
"Brandraising is a must–read for any organization operating in the noisy and crowded nonprofit arena today. Finally, in one volume we can find the structure and the techniques any institution can use to place itself above the din."
Nancy Schwartz Sternoff
director, Dobkin Family Foundation
"Brandraising′s hip yet down–to–earth tone is a perfect reflection of Sarah herself, as is its finely balanced respect for traditional strategies with a serious, forward–looking nod to new technologies."
Margaret Battistelli
editor–in–chief, Fundraising Success
"In today′s highly competitive nonprofit sector, creating an effective brand is essential. Brandraising tells you how to do it right!"
Cheryl A. Clarke
consultant and author of Storytelling for Grantseekers and Grant Proposal Makeover