The Money-Raising Nonprofit Brand - Motivating Donors to Give, Give Happily, and Keep on Giving (Hardcover)

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.

General

Imprint:	John Wiley & Sons
Country of origin:	United States
Release date:	April 2014
First published:	March 2014
Authors:	J. Brooks
Dimensions:	236 x 163 x 23mm (L x W x T)
Format:	Hardcover
Pages:	256
ISBN-13:	978-1-118-58342-5
Categories:	Books > Business & Economics > Business & management > Ownership & organization of enterprises > Non-profitmaking organizations Books > Business & Economics > Business & management > Sales & marketing > General
LSN:	1-118-58342-6
Barcode:	9781118583425

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