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The money-raising nonprofit brand : motivating donors to give, give happily, and keep on giving

Author: Jeff Brooks
Publisher: Hoboken, New Jersey : Wiley, 2014.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
"Why commercial-style branding doesn't work for nonprofits--and what doesTaking 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  Read more...
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Additional Physical Format: Print version:
Money-raising nonprofit brand.
Hoboken, New Jersey : Wiley, 2014
(DLC) 2014009117
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Jeff Brooks
ISBN: 9781118583395 1118583396 9781118583401 111858340X 1118583426 9781118583425
OCLC Number: 1039151472
Description: Online Ressource.
Responsibility: Jeff Brooks.

Abstract:

"Why commercial-style branding doesn't work for nonprofits--and what doesTaking 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."

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