{"product_id":"brandraising-isbn-9780470527535","title":"Brandraising","description":"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. \u003ci\u003eBrandraising\u003c\/i\u003e 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. \u003cp\u003e\u003cb\u003e1 Brandraising 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat “Brandraising” Means 3\u003c\/p\u003e \u003cp\u003eMeasuring the Value of Communications 5\u003c\/p\u003e \u003cp\u003eIn Summary 7\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 Principles of Effective Communications 9\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSeeing the Long View 10\u003c\/p\u003e \u003cp\u003eCommunicating on Their Terms, Not Yours 19\u003c\/p\u003e \u003cp\u003eDoing More with Less 25\u003c\/p\u003e \u003cp\u003eIn Summary 29\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 Overview of Brandraising 31\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Organizational Level 31\u003c\/p\u003e \u003cp\u003eThe Identity Level 32\u003c\/p\u003e \u003cp\u003eThe Experiential Level 33\u003c\/p\u003e \u003cp\u003eLeadership Involvement in Each Level 34\u003c\/p\u003e \u003cp\u003eMeasuring and Assessing Brandraising’s Impact 35\u003c\/p\u003e \u003cp\u003eQuantitative and Qualitative Metrics 37\u003c\/p\u003e \u003cp\u003eIn Summary 39\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 Brandraising at the Organizational Level 41\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat Comes First: Strategic Planning or Brandraising? 42\u003c\/p\u003e \u003cp\u003eVision 42\u003c\/p\u003e \u003cp\u003eMission 44\u003c\/p\u003e \u003cp\u003eValues 49\u003c\/p\u003e \u003cp\u003eObjectives 52\u003c\/p\u003e \u003cp\u003eAudiences 55\u003c\/p\u003e \u003cp\u003ePositioning 59\u003c\/p\u003e \u003cp\u003ePersonality 62\u003c\/p\u003e \u003cp\u003eA Foundation for Everyday Activities 66\u003c\/p\u003e \u003cp\u003eIn Summary 70\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 Brandraising at the Identity Level 73\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Visual Identity 75\u003c\/p\u003e \u003cp\u003eThe Messaging Platform 88\u003c\/p\u003e \u003cp\u003eSub-Brands 103\u003c\/p\u003e \u003cp\u003eIntegrating the Identity 104\u003c\/p\u003e \u003cp\u003eIn Summary 109\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 Brandraising at the Experiential Level 111\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSelecting Audience-Centric Channels 112\u003c\/p\u003e \u003cp\u003eOnline 120\u003c\/p\u003e \u003cp\u003eIn Print 132\u003c\/p\u003e \u003cp\u003eIn Person 137\u003c\/p\u003e \u003cp\u003eOn Air 143\u003c\/p\u003e \u003cp\u003eBy Mobile 145\u003c\/p\u003e \u003cp\u003eIn Summary 148\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 Implementing Brandraising 151\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhen You Can’t Do It All 152\u003c\/p\u003e \u003cp\u003eRelaunching Your Nonprofit’s Identity 153\u003c\/p\u003e \u003cp\u003eBrandraising After Relaunch 157\u003c\/p\u003e \u003cp\u003eIntegrating Brandraising into Daily Communications 165\u003c\/p\u003e \u003cp\u003eIn Summary 169\u003c\/p\u003e \u003cp\u003eIn Conclusion 170\u003c\/p\u003e \u003cp\u003eAcknowledgments 171\u003c\/p\u003e \u003cp\u003eAbout the Author 173\u003c\/p\u003e \u003cp\u003eReferences 175\u003c\/p\u003e \u003cp\u003eIndex 177\u003c\/p\u003e \"Sarah Durham, author of 2009's \u003ci\u003eBrandraising\u003c\/i\u003e, 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.\" (\u003ci\u003eFast Company\u003c\/i\u003e, March 23, 2010) \u003cp\u003eTHE AUTHOR\u003c\/p\u003e\u003cp\u003e\u003cb\u003eSarah Durham\u003c\/b\u003e 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.\u003c\/p\u003e  \u003cp\u003eIn today’s uncertain marketplace, every nonprofit organization faces the same core challenge: \u003ci\u003ehow to demonstrate value and win charitable dollars with limited staff, budget, and communications experience.\u003c\/i\u003e\u003c\/p\u003e\u003cp\u003e\u003ci\u003eBrandraising\u003c\/i\u003e 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.\u003c\/p\u003e\u003cp\u003eBrandraising 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.\u003c\/p\u003e\u003cp\u003eDurham shows how to boost fundraising, programs and advocacy efforts by \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003e\n\u003cb\u003eARTICULATING AN ORGANIZATIONAL PROFILE:\u003c\/b\u003e vision, mission, values, objectives, position, personality\u003c\/li\u003e\n\u003cli\u003e\n\u003cb\u003eDEVELOPING A SOLID IDENTITY:\u003c\/b\u003e visual platform, messaging platform\u003c\/li\u003e\n\u003cli\u003e\n\u003cb\u003eCONDUCTING SMART OUTREACH:\u003c\/b\u003e online, print, in person, on air, mobile\u003c\/li\u003e\n\u003cli\u003e\n\u003cb\u003eMOVING BEYOND BRANDRAISING:\u003c\/b\u003e measuring communications impact on programs, fundraising and advocacy, and sustaining successful communications as change occurs \u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003eThe Brandraising method enables nonprofits to raise more money, reach a wider program audience, and maintain closer contact with legislators, the media, and the community.\u003c\/p\u003e","brand":"Jossey-Bass","offers":[{"title":"Default Title","offer_id":47988855079141,"sku":"NP9780470527535","price":48.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470527535.jpg?v=1761781788","url":"https:\/\/k12savings.com\/es\/products\/brandraising-isbn-9780470527535","provider":"K12savings","version":"1.0","type":"link"}