The Money-Raising Nonprofit Brand

Motivating Donors to Give, Give Happily, and Keep on Giving

Business & Finance, Industries & Professions, Nonprofit Organizations & Charities
Cover of the book The Money-Raising Nonprofit Brand by Jeff Brooks, Wiley
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Author: Jeff Brooks ISBN: 9781118583401
Publisher: Wiley Publication: March 4, 2014
Imprint: Wiley Language: English
Author: Jeff Brooks
ISBN: 9781118583401
Publisher: Wiley
Publication: March 4, 2014
Imprint: Wiley
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

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.

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