The Money-Raising Nonprofit Brand
Motivating Donors To Give, Give Happily, And Keep On Giving
- Editore:
John Wiley & Sons
- Collana:
- Wiley Nonprofit Authority
- EAN:
9781118583425
- ISBN:
1118583426
- Pagine:
- 256
- Formato:
- Hardback
- Lingua:
- Inglese
Descrizione The Money-Raising Nonprofit Brand
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.
