Details

The Money-Raising Nonprofit Brand


The Money-Raising Nonprofit Brand

Motivating Donors to Give, Give Happily, and Keep on Giving
Wiley Nonprofit Authority 1. Aufl.

von: Jeff Brooks

41,99 €

Verlag: Wiley
Format: PDF
Veröffentl.: 07.03.2014
ISBN/EAN: 9781118583395
Sprache: englisch
Anzahl Seiten: 256

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Beschreibungen

<b>Why commercial-style branding doesn't work for nonprofits—and what does</b> <p>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? <i>The Money-Raising Nonprofit Brand + Website</i> argues that commercial-style branding is the wrong tool applied in the wrong way to the wrong industry.</p> <ul> <li>Offers a real-world fundraising strategies that work in the nonprofit world</li> <li>Disabuses readers of the dangerous notion that commercial-style marketing works in the fundamentally different nonprofit world</li> <li>Written by an industry insider with 25 years of experience raising funds for many of the most successful nonprofits in the world</li> </ul> <p>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.</p>
<p>Acknowledgments ix</p> <p>About the Author xi</p> <p>Introduction: How This Book Can Transform Your Fundraising xiii</p> <p><b>Part One The Money-Losing Nonprofit Brand<br /></b><i>How Branding Often Goes Wrong for Nonprofit Organizations</i></p> <p><b>1 How and Why Commercial-Style Branding Can Torpedo</b></p> <p>Your Organization 3</p> <p>Why the New Brand Didn’t Work 10</p> <p>How Commercial Branding Works 13</p> <p>Summary 17</p> <p><b>2 Branding in the Real World 19</b></p> <p>There is a Better Way to Brand 21</p> <p><b>3 What Branding Work Can Do to Fundraising Revenue 25</b></p> <p>If You Change Your Logo 28</p> <p>If You Change Your Graphic Standards 29</p> <p>If You Change Your Copy Standards 31</p> <p>If You Change Your Organization’s Name 32</p> <p>If You Change Your Cause Identification 35</p> <p><b>4 We're Being Brandjacked: A Guide to Survival 41</b></p> <p>Brandjacking Warning Sign 1: The New Brand is Not Aimed at Your Donors 43</p> <p>Brandjacking Warning Sign 2: The New Brand Requires You to Abandon Your Donors 44</p> <p>Brandjacking Warning Sign 3: The Work is Not Grounded in Donor Behavior 48</p> <p>Brandjacking Warning Sign 4: The New Brand Describes Your Cause in a Symbolic Way 50</p> <p>Brandjacking Warning Sign 5: The New Brand Requires Absolute Consistency 52</p> <p>Brandjacking Warning Sign 6: The New Brand is Design—and Little Else 53</p> <p><b>5 Why Branding Matters, and Why It Makes No Difference 57</b></p> <p>Aunt Edna 60</p> <p><b>Part Two Your Call to Action<br /></b><i>How Your Cause Connects with Donors and Brings<br /></i><i>Your Brand into Their Lives</i></p> <p><b>6 The Seven Elements of a Fundraising Offer 67</b></p> <p>Element 1: A Problem 69</p> <p>Element 2: A Solution 71</p> <p>Element 3: Cost 74</p> <p>Element 4: Urgency 75</p> <p>Element 5: Donor Context 76</p> <p>Element 6: Donor Benefits 81</p> <p>Element 7: Emotion 82</p> <p><b>7 Your Fundraising Offer from the Inside Out 89</b></p> <p>A Fundraising Offer is Specific 90</p> <p>A Fundraising Offer is Believable 95</p> <p>A Fundraising Offer is Bite-Sized for Donors and Flexible 97</p> <p>A Fundraising Offer Has a Sense of Leverage 101</p> <p>A Fundraising Offer is Defensible 102</p> <p><b>8 Great Fundraising Offers in the Real World 105</b></p> <p>Child Sponsorship 105</p> <p>Sponsorship Lite 106</p> <p>Food Bank Leverage Offer 107</p> <p>Shipping 107</p> <p>Matching Funds 108</p> <p>Catalog 109</p> <p><b>Part Three Your Fundraising Icon<br /></b><i>The Image that Reminds Donors<br /></i><i>Why They Give to You</i></p> <p><b>9 The Visual Foundation of Your Brand 113</b></p> <p>Your Icon Has a Clear Focal Point 118</p> <p>Your Icon is a Person 119</p> <p>Your Icon is Focused on the Face 121</p> <p>Your Icon is One Person, Not a Group 122</p> <p>Your Icon is a Picture of <i>Unmet Need </i>123</p> <p>Your Icon is a Photo, Not an Illustration 126</p> <p>How I Lost My Perspective and Got It Back Again 127</p> <p><b>10 How to Find and Refine Your Fundraising Icon 131</b></p> <p>Step 1: Find a Hypothesis 133</p> <p>Step 2: Put Aside Your Preferences and Winnow 134</p> <p>Step 3: Use Direct-Response Testing 138</p> <p><b>Part Four The Donor-Focused Nonprofit<br /></b><i>How to Become Your Donors’ Favorite Cause</i></p> <p><b>11 Leprosy or Hansen’s Disease? What Donors Need to Know 143</b></p> <p>Five Ways Nonprofits Drive Away Their Donors 147</p> <p><b>12 Communicating as if Donors Mattered 155</b></p> <p>Donor-Focused Stories 159</p> <p>Reporting Back: Set Yourself Apart 163</p> <p>Donor Control over Communication 169</p> <p>Appropriate Design 170</p> <p>How to Measure Donor Communication 173</p> <p><b>13 The Structure of a Donor-Focused Nonprofit 177</b></p> <p>A Well-Run Nonprofit is Aligned around Fundraising Goals 180</p> <p>A Well-Run Nonprofit is Not Run by Committees 182</p> <p>A Well-Run Nonprofit Doesn’t Have a Marketing Department 184</p> <p>A Well-Run Nonprofit Has a Plan for Every Donor 189</p> <p>A Well-Run Nonprofit Has Its Donor Data Act Together 191</p> <p>A Well-Run Nonprofit is Donor Connected 192</p> <p><b>14 The Culture of the Donor-Focused Organization 195</b></p> <p>A Donor-Focused Nonprofit is Investment Oriented 199</p> <p>A Donor-Focused Nonprofit Has a Fact-Based Culture 202</p> <p>A Donor-Focused Nonprofit Doesn’t Treat All Donors the Same 207</p> <p>A Donor-Focused Nonprofit Has a Culture of Thankfulness 209</p> <p>A Donor-Focused Nonprofit Sees Fundraising as Part of Its Mission 210</p> <p>Appendix A The Donor Bill of Rights and the Money-Raising Brand 215</p> <p>Appendix B Suggested Reading for Fundraisers 219</p> <p>Index 221</p>
<p><b>JEFF BROOKS,</b> creative director at TrueSense Marketing, has served the nonprofit community for more than 25 years, working as a writer and creative director on behalf of top North American nonprofits, including CARE, St. Jude Children's Research Hospital, World Vision, Feeding America, World Relief, and dozens of urban rescue missions and Salvation Army divisions. He blogs at futurefundraisingnow.com, podcasts at fundraisingisbeautiful.com, and is the author of the popular book <i>The Fundraiser's Guide to Irresistible Communications</i> (2012). He lives in Seattle.
<p><b>"We are rebranding."</b> <p>For nonprofit organizations, that should mean something like, "We're going to improve our marketing and help people love our cause. This will improve our fundraising." <p>Far too often, it doesn't mean anything like that. <p>Instead, "We are rebranding" at a nonprofit often means several years of disastrously lower fundraising revenue, marketing confusion, and broken careers. <p>Why does branding—a well-developed discipline in the commercial marketing world—fail so miserably and so often for nonprofit organizations? The reason, according to author and fundraising expert Jeff Brooks, is commercial-style branding is wrong for fundraising. It's the wrong tool, applied in the wrong way. Brooks shows how nonprofit fundraising is a fundamentally different world—financially, emotionally, and practically—from commercial marketing. <p><i>The Money-Raising Nonprofit Brand</i> is more than a critique of commercial-style branding. It provides a practical, experience-based alternative: Nonprofit branding that connects with donors and gives them meaningful reasons to care and to give—and thus raises money instead of crushing fundraising. <p>Written specifically for fundraising professionals and nonprofit executives, <i>The Money-Raising Nonprofit Brand</i> uses real-world examples and plain language to explore: <ul> <li>How branding efforts often fail for nonprofit organizations and why commercial-style branding can damage your organization</li> <li>How your cause connects with potential donors and brings your organization's brand to life</li> <li>The seven essential elements of a successful fundraising call to action that will motivate donors to give</li> <li>How to find and use images that remind donors why they care about your cause and why they give to you</li> <li>How to become your donors' favorite cause and set your organization apart with optimal donor communication strategies</li> </ul> <p>Learn to avoid the most common pitfalls associated with branding efforts and to maintain the donor-focused approach that will ensure long-term fundraising success. <i>The Money-Raising Nonprofit Brand: Motivating Donors to Give, Give Happily, and Keep on Giving</i> is an essential resource for nonprofit decision-makers who are considering a branding initiative for their organization.

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