{"product_id":"breakthrough-nonprofit-branding-isbn-9780470286913","title":"Breakthrough Nonprofit Branding","description":"\u003cb\u003eBreakthrough NONPROFIT BRANDING\u003c\/b\u003e  \u003cp\u003eAt a time of intense competition, low barrier to entry, and lightning-quick brand recognition, leading nonprofits are building more value-rich branding programs. They are proactively creating business models that bring their brand to life in the hearts and minds of their stakeholders. \u003ci\u003eBreakthrough Nonprofit Branding\u003c\/i\u003e demonstrates how a constituency-focused, compelling brand can revolutionize an organization and the way people view and support it. \u003c\/p\u003e\u003cp\u003eAs practiced in real life, most nonprofits define “branding” as their visual identity produced to aid in awareness and fundraising. However important logos and trademarks are, this limited perspective leaves a significant amount of value on the table. Visionary, mission-driven organizations recognize brand as a bigger canvas for their work. To them, branding is the daily expression of their purpose and a way to communicate their promise to stakeholders. Their brand is their trust mark—their commitment to consistently deliver on who they are, what they stand for, and their unique benefits. \u003c\/p\u003e\u003cp\u003eDrawing on their combined seventy plus years of experience in the nonprofit and corporate sectors, the authors studied eleven visionary nonprofits to reveal the seven principles for transforming a brand from ordinary trademark to strategic competitive advantage. The groups profiled reflect a variety of sizes, breadths, regions, and issues. The common thread is that their brand work has resulted in greater social impact and vibrant growth. \u003c\/p\u003e\u003cp\u003eThrough the use of case studies, \u003ci\u003eBreakthrough Nonprofit Branding\u003c\/i\u003e reveals how: \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eA nonprofit put its renewed brand to work to propel its organization forward—despite inconsistent community support \u003c\/li\u003e \u003cli\u003eRenewed brand meaning heightened stakeholder commitment, stabilized an organization’s financial position, and empowered it to weather a roiling economy\u003c\/li\u003e \u003cli\u003eA small organization’s brand campaign resulted in exceptional growth \u003c\/li\u003e \u003cli\u003eA re-brand transformed a nonprofit, enabling it to expand from a regional to national footprint\u003c\/li\u003e \u003cli\u003eOne of the largest nonprofits lost momentum and regained direction through a revitalized brand process\u003c\/li\u003e\n\u003c\/ul\u003e \u003cp\u003e\u003ci\u003eBreakthrough Nonprofit Branding \u003c\/i\u003eshows you how to create a brand that creates unique value, builds deep relationships, fosters loyal communities, and increases social impact. It offers a practical road map and essential tool for nonprofit leaders, board members, and volunteers, as well as communications professionals, development consultants, marketing agencies, academics, students, and all those interested in catalyzing dynamic results for the organizations they serve.  The AFP Fund Development Series.  \u003c\/p\u003e\u003cp\u003eAcknowledgments.\u003c\/p\u003e \u003cp\u003eIntroduction: The New Nonprofit Imperative.\u003c\/p\u003e \u003cp\u003eKomen for the Cure: Realizing the New Nonprofit Imperative.\u003c\/p\u003e \u003cp\u003eWhat this book is About.\u003c\/p\u003e \u003cp\u003eHow this Book was Written.\u003c\/p\u003e \u003cp\u003eHow to use this Book.\u003c\/p\u003e \u003cp\u003eWho Should Read this Book.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter One From Traditional to Breakthrough Nonprofit Branding.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat is a Brand?\u003c\/p\u003e \u003cp\u003eBreakthrough Nonprofit Brand.\u003c\/p\u003e \u003cp\u003eTraditional Nonprofit Branding.\u003c\/p\u003e \u003cp\u003eTraditional versus Breakthrough Nonprofit Branding.\u003c\/p\u003e \u003cp\u003eSeven Principles of Breakthrough Branding.\u003c\/p\u003e \u003cp\u003eBreakthrough Nonprofit Brands.\u003c\/p\u003e \u003cp\u003eSummary.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Two Principle One Discover Authentic Meaning Of Your Brand.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUnicef's Brand Journey\u003c\/p\u003e \u003cp\u003eCollege Forward's Brand Journey\u003c\/p\u003e \u003cp\u003eAn Overview Of Principle One\u003c\/p\u003e \u003cp\u003eHow-To Success Factors\u003c\/p\u003e \u003cp\u003eRefine: Create Brand Platform\u003c\/p\u003e \u003cp\u003eU.S. Fund For Unicef Brand Journey\u003c\/p\u003e \u003cp\u003eUnicef Heart: ”Defining” Its Cause\u003c\/p\u003e \u003cp\u003eUnicef Hands: Let The Banks Of The River Overflow\u003c\/p\u003e \u003cp\u003eCollege Forward Brand Journey\u003c\/p\u003e \u003cp\u003eCollege Forward: Heart: Purpose With Passion\u003c\/p\u003e \u003cp\u003eCollege Forward: Hands: Expanded Involvement\u003c\/p\u003e \u003cp\u003ePrinciple One: Summary\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Three Principle Two: Integrates brand meaning across the organization.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe American Heart Association's Brand Journey.\u003c\/p\u003e \u003cp\u003eFood Bank For New York City's Brand Journey.\u003c\/p\u003e \u003cp\u003eAn Overview Of Principle Two.\u003c\/p\u003e \u003cp\u003eHow-To Success Factors.\u003c\/p\u003e \u003cp\u003eThe American Heart Association Integrates Brand Meaning Across The Organization.\u003c\/p\u003e \u003cp\u003eFood Bank For New York City Integrates Brand Meaning Across The Organization.\u003c\/p\u003e \u003cp\u003ePrinciple Two: Summary.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Four Principle Three: Rally Internal Brand Ambassadors.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eInspiration Corporation's Brand Journey.\u003c\/p\u003e \u003cp\u003eHealthWorks! Brand Journey.\u003c\/p\u003e \u003cp\u003eAn Overview of Principle Three.\u003c\/p\u003e \u003cp\u003eSuccess Factors.\u003c\/p\u003e \u003cp\u003eInspiration Corporation Brand from the Inside-Out.\u003c\/p\u003e \u003cp\u003eHealthworks! Connects to Organizational DNA.\u003c\/p\u003e \u003cp\u003ePrinciple Three: Summary.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Five Principle Four: Develop 360°Brand Communications.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eKids Help Phone 360°Brand Communications.\u003c\/p\u003e \u003cp\u003eAmerican Heart Association 360°Brand Communications.\u003c\/p\u003e \u003cp\u003eCollege Forward 360°Brand Communications.\u003c\/p\u003e \u003cp\u003eU.S. Fund For UNICEF 360°Brand Communications.\u003c\/p\u003e \u003cp\u003eInspiration Corporation 360°Brand Communications.\u003c\/p\u003e \u003cp\u003eAn Overview of Principle Four.\u003c\/p\u003e \u003cp\u003eHOW-TO SUCCESS FACTORS.\u003c\/p\u003e \u003cp\u003eBase: Solidify a Strong Brand Identity.\u003c\/p\u003e \u003cp\u003eBuild: Compelling and integrated on-line and off-line communications.\u003c\/p\u003e \u003cp\u003eBreakthrough: Empower Supporters to Co-create Communications and Drive Action.\u003c\/p\u003e \u003cp\u003ePrinciple Four: Summary.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Six Principle Five: Expand Brand by Mobilizing an External Community.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eStratford Shakespeare Festival's Brand Journey.\u003c\/p\u003e \u003cp\u003eSusan G. Komen For The Cure Brand Journey.\u003c\/p\u003e \u003cp\u003eOverview of Principle Five.\u003c\/p\u003e \u003cp\u003eBASE: Cultivate Individual Relationships as a Community Cornerstone.\u003c\/p\u003e \u003cp\u003eBREAKTHROUGH: Constantly Grow the Community by Reaching New. Audiences and Offering Innovative Engagement Experiences.\u003c\/p\u003e \u003cp\u003eBuild Belonging: Mobilize Champions for the Mission.\u003c\/p\u003e \u003cp\u003ePrinciple Five: Summary.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Seven Principle Six: Cultivate Partners To Extend Brand Reach And Influence.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eKids Help Phone Brand Journey.\u003c\/p\u003e \u003cp\u003eNaturebridge’s Brand Journey.\u003c\/p\u003e \u003cp\u003eAn Overview of Principle Six.\u003c\/p\u003e \u003cp\u003eHOW-TO SUCCESS FACTORS.\u003c\/p\u003e \u003cp\u003eBASE: Prepare Internal Framework For Transactional Agreements.\u003c\/p\u003e \u003cp\u003eBuild: Seek Strategic Alignment To Transition Relationships.\u003c\/p\u003e \u003cp\u003eBreakthrough: Nurtures Transformative Partnerships.\u003c\/p\u003e \u003cp\u003eKids Help Phone Nurtures A Partner Community.\u003c\/p\u003e \u003cp\u003eNaturebridge Nurtures A Partner Community.\u003c\/p\u003e \u003cp\u003ePrinciple Six: Summary.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Eight Principle Seven: Leverage Your Brand For Alternative Revenue And Value.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGoodwill Industries Brand Journey.\u003c\/p\u003e \u003cp\u003eOverview Of Principle.\u003c\/p\u003e \u003cp\u003eBASE: Establish a Culture of Enterprise and Experiment.\u003c\/p\u003e \u003cp\u003eBUILD: Capitalize on Brand and Experience to Build the Next Level of Community Enterprise Ventures.\u003c\/p\u003e \u003cp\u003eBREAKTHROUGH: Deepen Community Enterprises to Achieve Mission and Financial Goals.\u003c\/p\u003e \u003cp\u003ePrinciple Seven: Summary.\u003c\/p\u003e \u003cp\u003eCONCLUSION The Breakthrough Nonprofit Brand Journey.\u003c\/p\u003e \u003cp\u003eBreakthrough Nonprofit Brands are a Valuable Asset.\u003c\/p\u003e \u003cp\u003eBreakthrough Nonprofit Brands Differentiate to Stand Out.\u003c\/p\u003e \u003cp\u003eBreakthrough Nonprofit Brands are Bigger than Themselves.\u003c\/p\u003e \u003cp\u003eBreakthrough Nonprofit Brands Rally Communities.\u003c\/p\u003e \u003cp\u003eBreakthrough Nonprofit Brands Have Courageous Leadership.\u003c\/p\u003e \u003cp\u003eBreakthrough Nonprofits use their Brand to Drive Strategy.\u003c\/p\u003e \u003cp\u003eBreakthrough Nonprofit Brands Embrace Innovation.\u003c\/p\u003e \u003cp\u003eBreakthrough Nonprofit Brands Create Owners, Inside and Outside.\u003c\/p\u003e \u003cp\u003eBreakthrough Nonprofit Brands Enjoy Alliances to Extend Reach and Impact.\u003c\/p\u003e \u003cp\u003eBreakthrough Nonprofit Brands Build Sustainable Organizations.\u003c\/p\u003e \u003cp\u003eOngoing Journey and Long-Term Commitment.\u003c\/p\u003e \u003cp\u003eYour Brand Future.\u003c\/p\u003e \u003cp\u003eThe Breakthrough Nonprofit Brand Journey.\u003c\/p\u003e \u003cp\u003eAppendix A Brand Journey Assessment Tool.\u003c\/p\u003e \u003cp\u003eAppendix B Snapshot of Nonprofit Case Studies.\u003c\/p\u003e \u003cp\u003eKids Help Phone.\u003c\/p\u003e \u003cp\u003eAmerican Heart Association.\u003c\/p\u003e \u003cp\u003eUnicef.\u003c\/p\u003e \u003cp\u003eSusan G. Komen for the Cure.\u003c\/p\u003e \u003cp\u003eInspiration Corporation.\u003c\/p\u003e \u003cp\u003eNatureBridge.\u003c\/p\u003e \u003cp\u003eStratford Shakespeare Festival.\u003c\/p\u003e \u003cp\u003eHealthWorks!\u003c\/p\u003e \u003cp\u003eCollege Forword.\u003c\/p\u003e \u003cp\u003eFood Bank For New York City.\u003c\/p\u003e \u003cp\u003eEndnotes.\u003c\/p\u003e \u003cp\u003eBibliography.\u003c\/p\u003e \u003cp\u003eGlossary.\u003c\/p\u003e \u003cp\u003eBreakthrough Nonprofit Branding: The Seven Principles to Power Extraordinary Results.\u003c\/p\u003e \u003cp\u003eAbout the Authors.\u003c\/p\u003e \u003cp\u003eAFP Code of Ethics for Professional Philanthropic Fundraisers.\u003c\/p\u003e \u003cp\u003eDonor Bill of Rights.\u003c\/p\u003e \u003cp\u003eIndex.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eJOCELYNE S. DAW \u003c\/b\u003ehas over twenty-five years’ experience in the nonprofit sector, and is a recognized pioneer in the evolution of business-community partnerships and the integration of marketing and fundraising. Most recently, she was Vice President Marketing and Community Engagement at Imagine Canada. Jocelyne is an international speaker and author of \u003ci\u003eCause Marketing: Partner for Purpose, Passion and Profits\u003c\/i\u003e (Wiley). She advises leading business and community organizations in building  innovative community strategies that deliver stand out brand identity, strengthen relationships and power results. \u003c\/p\u003e \u003cp\u003e\u003cb\u003eCAROL CONE\u003c\/b\u003e has over twenty-five years’ experience creating substantive partnerships between companies and social issues. As founder of Cone, Inc., she led the development of cause initiatives for Avon, Reebok, ConAgra Foods, PNC, and the American Heart Association, helping raise awareness and more than $1.2 billion for various social issues. In 2007, \u003ci\u003ePR Week\u003c\/i\u003e called her “arguably the most powerful and visible figure in the world of Cause Branding.” In 2010 she joined Edelman Public Relations to continue her journey guiding groundbreaking brand and corporate citizenship efforts.  \u003c\/p\u003e\u003cp\u003eAt a time of intense competition, low barrier to entry, and lightning-quick brand recognition, leading nonprofits are building more value-rich branding programs. They are proactively creating business models that bring their brand to life in the hearts and minds of their stakeholders. \u003ci\u003eBreakthrough Nonprofit Branding\u003c\/i\u003e demonstrates how a constituency-focused, compelling brand can revolutionize an organization and the way people view and support it.\u003c\/p\u003e \u003cp\u003eAs practiced in real life, most nonprofits define “branding” as their visual identity produced to aid in awareness and fundraising. However important logos and trademarks are, this limited perspective leaves a significant amount of value on the table. Visionary, mission-driven organizations recognize brand as a bigger canvas for their work. To them, branding is the daily expression of their purpose and a way to communicate their promise to stakeholders. Their brand is their trust mark—their commitment to consistently deliver on who they are, what they stand for, and their unique benefits. \u003c\/p\u003e\u003cp\u003eDrawing on their combined seventy plus years of experience in the nonprofit and corporate sectors, the authors studied eleven visionary nonprofits to reveal the seven principles for transforming a brand from ordinary trademark to strategic competitive advantage. The groups profiled reflect a variety of sizes, breadths, regions, and issues. The common thread is that their brand work has resulted in greater social impact and vibrant growth. \u003c\/p\u003e\u003cp\u003eThrough the use of case studies, \u003ci\u003eBreakthrough Nonprofit Branding\u003c\/i\u003e reveals how: \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eA nonprofit put its renewed brand to work to propel its organization forward—despite inconsistent community support \u003c\/li\u003e \u003cli\u003eRenewed brand meaning heightened stakeholder commitment, stabilized an organization’s financial position, and empowered it to weather a roiling economy\u003c\/li\u003e \u003cli\u003eA small organization’s brand campaign resulted in exceptional growth \u003c\/li\u003e \u003cli\u003eA re-brand transformed a nonprofit, enabling it to expand from a regional to national footprint\u003c\/li\u003e \u003cli\u003eOne of the largest nonprofits lost momentum and regained direction through a revitalized brand process\u003c\/li\u003e\n\u003c\/ul\u003e \u003cp\u003e\u003ci\u003eBreakthrough Nonprofit Branding \u003c\/i\u003eshows you how to create a brand that creates unique value, builds deep relationships, fosters loyal communities, and increases social impact. It offers a practical road map and essential tool for nonprofit leaders, board members, and volunteers, as well as communications professionals, development consultants, marketing agencies, academics, students, and all those interested in catalyzing dynamic results for the organizations they serve.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47988856553701,"sku":"NP9780470286913","price":46.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470286913.jpg?v=1761781796","url":"https:\/\/k12savings.com\/products\/breakthrough-nonprofit-branding-isbn-9780470286913","provider":"K12savings","version":"1.0","type":"link"}