Brandraising

In the current economic climate, nonprofits need to focus on ways to stand out from the crowd, win charitable dollars, and survive the downturn. Effective, mission-focused communications can help organizations build strong identities, heightened reputations, and increased fundraising capability. Brandraising outlines a mission-driven approach to communications and marketing, specifically designed to boost fundraising efforts. This book provides tools and guidance for nonprofits seeking to transform their communications and marketing through smart positioning, branding, campaigns, and materials that leverage solid strategy and great creative, with a unique focus on the intersection of communications and fundraising.

1 Brandraising 1

What “Brandraising” Means 3

Measuring the Value of Communications 5

In Summary 7

2 Principles of Effective Communications 9

Seeing the Long View 10

Communicating on Their Terms, Not Yours 19

Doing More with Less 25

In Summary 29

3 Overview of Brandraising 31

The Organizational Level 31

The Identity Level 32

The Experiential Level 33

Leadership Involvement in Each Level 34

Measuring and Assessing Brandraising’s Impact 35

Quantitative and Qualitative Metrics 37

In Summary 39

4 Brandraising at the Organizational Level 41

What Comes First: Strategic Planning or Brandraising? 42

Vision 42

Mission 44

Values 49

Objectives 52

Audiences 55

Positioning 59

Personality 62

A Foundation for Everyday Activities 66

In Summary 70

5 Brandraising at the Identity Level 73

The Visual Identity 75

The Messaging Platform 88

Sub-Brands 103

Integrating the Identity 104

In Summary 109

6 Brandraising at the Experiential Level 111

Selecting Audience-Centric Channels 112

Online 120

In Print 132

In Person 137

On Air 143

By Mobile 145

In Summary 148

7 Implementing Brandraising 151

When You Can’t Do It All 152

Relaunching Your Nonprofit’s Identity 153

Brandraising After Relaunch 157

Integrating Brandraising into Daily Communications 165

In Summary 169

In Conclusion 170

Acknowledgments 171

About the Author 173

References 175

Index 177

"Sarah Durham, author of 2009's Brandraising, founded communications firm Big Duck in 1994 to help nonprofits raise money, gain visibility, and make effective use of social media. After 16 years, Big Duck continues to assist organizations from the Cancer Research Institute to the Women's Sports Foundation in building strong relationships with key constituents both online and off." (Fast Company, March 23, 2010)

THE AUTHOR

Sarah Durham is the principal of Big Duck, a firm she founded in 1994 that works exclusively with nonprofits to help them raise money and increase their visibility through smart communications. Clients include the Robin Hood Foundation, United Way of New York City, American Jewish World Service, Women’s Sports Foundation, Partnership for a Drug-Free America and other regional and national nonprofits. She frequently writes and contributes to articles in nonprofit trade publications. She is a volunteer trainer for the Support Center for Nonprofit Management and a frequent presenter at Association of Fundraising Professionals (AFP) and other nonprofit industry conferences.

In today’s uncertain marketplace, every nonprofit organization faces the same core challenge: how to demonstrate value and win charitable dollars with limited staff, budget, and communications experience.

Brandraising offers nonprofit leaders a proven approach to fundraising that puts the focus on marketing, branding, and communications. In this vital resource, Sarah Durham—an acclaimed nonprofit communications expert—reveals the importance of an integrated marketing and fundraising plan based on a foundation of clear mission and relevant strategy. She offers detailed, practical guidance for building a recognizable and meaningful brand, and developing a comprehensive, multi-level communications strategy.

Brandraising is a holistic approach to communications that involves everyone within the organization—board, staff leadership, volunteers, program staff and in some cases funders and donors. Readers will learn how to coordinate every aspect of their branding and communications efforts, from start to finish.

Durham shows how to boost fundraising, programs and advocacy efforts by

• ARTICULATING AN ORGANIZATIONAL PROFILE: vision, mission, values, objectives, position, personality
• DEVELOPING A SOLID IDENTITY: visual platform, messaging platform
• CONDUCTING SMART OUTREACH: online, print, in person, on air, mobile
• MOVING BEYOND BRANDRAISING: measuring communications impact on programs, fundraising and advocacy, and sustaining successful communications as change occurs

The Brandraising method enables nonprofits to raise more money, reach a wider program audience, and maintain closer contact with legislators, the media, and the community.