{"product_id":"the-money-raising-nonprofit-brand-isbn-9781118583425","title":"The Money-Raising Nonprofit Brand","description":"\u003cb\u003eWhy commercial-style branding doesn't work for nonprofits—and what does\u003c\/b\u003e  \u003cp\u003eTaking 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? \u003ci\u003eThe Money-Raising Nonprofit Brand + Website\u003c\/i\u003e argues that commercial-style branding is the wrong tool applied in the wrong way to the wrong industry.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eOffers a real-world fundraising strategies that work in the nonprofit world\u003c\/li\u003e \u003cli\u003eDisabuses readers of the dangerous notion that commercial-style marketing works in the fundamentally different nonprofit world\u003c\/li\u003e \u003cli\u003eWritten by an industry insider with 25 years of experience raising funds for many of the most successful nonprofits in the world\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eNonprofit 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.\u003c\/p\u003e \u003cp\u003eAcknowledgments ix\u003c\/p\u003e \u003cp\u003eAbout the Author xi\u003c\/p\u003e \u003cp\u003eIntroduction: How This Book Can Transform Your Fundraising xiii\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart One The Money-Losing Nonprofit Brand\u003cbr\u003e\u003c\/b\u003e\u003ci\u003eHow Branding Often Goes Wrong for Nonprofit Organizations\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 How and Why Commercial-Style Branding Can Torpedo\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eYour Organization 3\u003c\/p\u003e \u003cp\u003eWhy the New Brand Didn’t Work 10\u003c\/p\u003e \u003cp\u003eHow Commercial Branding Works 13\u003c\/p\u003e \u003cp\u003eSummary 17\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 Branding in the Real World 19\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThere is a Better Way to Brand 21\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 What Branding Work Can Do to Fundraising Revenue 25\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIf You Change Your Logo 28\u003c\/p\u003e \u003cp\u003eIf You Change Your Graphic Standards 29\u003c\/p\u003e \u003cp\u003eIf You Change Your Copy Standards 31\u003c\/p\u003e \u003cp\u003eIf You Change Your Organization’s Name 32\u003c\/p\u003e \u003cp\u003eIf You Change Your Cause Identification 35\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 We're Being Brandjacked: A Guide to Survival 41\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBrandjacking Warning Sign 1: The New Brand is Not Aimed at Your Donors 43\u003c\/p\u003e \u003cp\u003eBrandjacking Warning Sign 2: The New Brand Requires You to Abandon Your Donors 44\u003c\/p\u003e \u003cp\u003eBrandjacking Warning Sign 3: The Work is Not Grounded in Donor Behavior 48\u003c\/p\u003e \u003cp\u003eBrandjacking Warning Sign 4: The New Brand Describes Your Cause in a Symbolic Way 50\u003c\/p\u003e \u003cp\u003eBrandjacking Warning Sign 5: The New Brand Requires Absolute Consistency 52\u003c\/p\u003e \u003cp\u003eBrandjacking Warning Sign 6: The New Brand is Design—and Little Else 53\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 Why Branding Matters, and Why It Makes No Difference 57\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAunt Edna 60\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Two Your Call to Action\u003cbr\u003e\u003c\/b\u003e\u003ci\u003eHow Your Cause Connects with Donors and Brings\u003cbr\u003e\u003c\/i\u003e\u003ci\u003eYour Brand into Their Lives\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 The Seven Elements of a Fundraising Offer 67\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eElement 1: A Problem 69\u003c\/p\u003e \u003cp\u003eElement 2: A Solution 71\u003c\/p\u003e \u003cp\u003eElement 3: Cost 74\u003c\/p\u003e \u003cp\u003eElement 4: Urgency 75\u003c\/p\u003e \u003cp\u003eElement 5: Donor Context 76\u003c\/p\u003e \u003cp\u003eElement 6: Donor Benefits 81\u003c\/p\u003e \u003cp\u003eElement 7: Emotion 82\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 Your Fundraising Offer from the Inside Out 89\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA Fundraising Offer is Specific 90\u003c\/p\u003e \u003cp\u003eA Fundraising Offer is Believable 95\u003c\/p\u003e \u003cp\u003eA Fundraising Offer is Bite-Sized for Donors and Flexible 97\u003c\/p\u003e \u003cp\u003eA Fundraising Offer Has a Sense of Leverage 101\u003c\/p\u003e \u003cp\u003eA Fundraising Offer is Defensible 102\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 Great Fundraising Offers in the Real World 105\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChild Sponsorship 105\u003c\/p\u003e \u003cp\u003eSponsorship Lite 106\u003c\/p\u003e \u003cp\u003eFood Bank Leverage Offer 107\u003c\/p\u003e \u003cp\u003eShipping 107\u003c\/p\u003e \u003cp\u003eMatching Funds 108\u003c\/p\u003e \u003cp\u003eCatalog 109\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Three Your Fundraising Icon\u003cbr\u003e\u003c\/b\u003e\u003ci\u003eThe Image that Reminds Donors\u003cbr\u003e\u003c\/i\u003e\u003ci\u003eWhy They Give to You\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 The Visual Foundation of Your Brand 113\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eYour Icon Has a Clear Focal Point 118\u003c\/p\u003e \u003cp\u003eYour Icon is a Person 119\u003c\/p\u003e \u003cp\u003eYour Icon is Focused on the Face 121\u003c\/p\u003e \u003cp\u003eYour Icon is One Person, Not a Group 122\u003c\/p\u003e \u003cp\u003eYour Icon is a Picture of \u003ci\u003eUnmet Need \u003c\/i\u003e123\u003c\/p\u003e \u003cp\u003eYour Icon is a Photo, Not an Illustration 126\u003c\/p\u003e \u003cp\u003eHow I Lost My Perspective and Got It Back Again 127\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10 How to Find and Refine Your Fundraising Icon 131\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eStep 1: Find a Hypothesis 133\u003c\/p\u003e \u003cp\u003eStep 2: Put Aside Your Preferences and Winnow 134\u003c\/p\u003e \u003cp\u003eStep 3: Use Direct-Response Testing 138\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Four The Donor-Focused Nonprofit\u003cbr\u003e\u003c\/b\u003e\u003ci\u003eHow to Become Your Donors’ Favorite Cause\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e11 Leprosy or Hansen’s Disease? What Donors Need to Know 143\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFive Ways Nonprofits Drive Away Their Donors 147\u003c\/p\u003e \u003cp\u003e\u003cb\u003e12 Communicating as if Donors Mattered 155\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDonor-Focused Stories 159\u003c\/p\u003e \u003cp\u003eReporting Back: Set Yourself Apart 163\u003c\/p\u003e \u003cp\u003eDonor Control over Communication 169\u003c\/p\u003e \u003cp\u003eAppropriate Design 170\u003c\/p\u003e \u003cp\u003eHow to Measure Donor Communication 173\u003c\/p\u003e \u003cp\u003e\u003cb\u003e13 The Structure of a Donor-Focused Nonprofit 177\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA Well-Run Nonprofit is Aligned around Fundraising Goals 180\u003c\/p\u003e \u003cp\u003eA Well-Run Nonprofit is Not Run by Committees 182\u003c\/p\u003e \u003cp\u003eA Well-Run Nonprofit Doesn’t Have a Marketing Department 184\u003c\/p\u003e \u003cp\u003eA Well-Run Nonprofit Has a Plan for Every Donor 189\u003c\/p\u003e \u003cp\u003eA Well-Run Nonprofit Has Its Donor Data Act Together 191\u003c\/p\u003e \u003cp\u003eA Well-Run Nonprofit is Donor Connected 192\u003c\/p\u003e \u003cp\u003e\u003cb\u003e14 The Culture of the Donor-Focused Organization 195\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA Donor-Focused Nonprofit is Investment Oriented 199\u003c\/p\u003e \u003cp\u003eA Donor-Focused Nonprofit Has a Fact-Based Culture 202\u003c\/p\u003e \u003cp\u003eA Donor-Focused Nonprofit Doesn’t Treat All Donors the Same 207\u003c\/p\u003e \u003cp\u003eA Donor-Focused Nonprofit Has a Culture of Thankfulness 209\u003c\/p\u003e \u003cp\u003eA Donor-Focused Nonprofit Sees Fundraising as Part of Its Mission 210\u003c\/p\u003e \u003cp\u003eAppendix A The Donor Bill of Rights and the Money-Raising Brand 215\u003c\/p\u003e \u003cp\u003eAppendix B Suggested Reading for Fundraisers 219\u003c\/p\u003e \u003cp\u003eIndex 221\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eJEFF BROOKS,\u003c\/b\u003e 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 \u003ci\u003eThe Fundraiser's Guide to Irresistible Communications\u003c\/i\u003e (2012). He lives in Seattle.   \u003c\/p\u003e\u003cp\u003e\u003cb\u003e\"We are rebranding.\"\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eFor 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.\" \u003c\/p\u003e\u003cp\u003eFar too often, it doesn't mean anything like that. \u003c\/p\u003e\u003cp\u003eInstead, \"We are rebranding\" at a nonprofit often means several years of disastrously lower fundraising revenue, marketing confusion, and broken careers. \u003c\/p\u003e\u003cp\u003eWhy 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. \u003c\/p\u003e\u003cp\u003e\u003ci\u003eThe Money-Raising Nonprofit Brand\u003c\/i\u003e 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. \u003c\/p\u003e\u003cp\u003eWritten specifically for fundraising professionals and nonprofit executives, \u003ci\u003eThe Money-Raising Nonprofit Brand\u003c\/i\u003e uses real-world examples and plain language to explore: \u003c\/p\u003e\u003cul\u003e \u003cli\u003eHow branding efforts often fail for nonprofit organizations and why commercial-style branding can damage your organization\u003c\/li\u003e \u003cli\u003eHow your cause connects with potential donors and brings your organization's brand to life\u003c\/li\u003e \u003cli\u003eThe seven essential elements of a successful fundraising call to action that will motivate donors to give\u003c\/li\u003e \u003cli\u003eHow to find and use images that remind donors why they care about your cause and why they give to you\u003c\/li\u003e \u003cli\u003eHow to become your donors' favorite cause and set your organization apart with optimal donor communication strategies\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eLearn to avoid the most common pitfalls associated with branding efforts and to maintain the donor-focused approach that will ensure long-term fundraising success. \u003ci\u003eThe Money-Raising Nonprofit Brand: Motivating Donors to Give, Give Happily, and Keep on Giving\u003c\/i\u003e is an essential resource for nonprofit decision-makers who are considering a branding initiative for their organization.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47990290415845,"sku":"NP9781118583425","price":54.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118583425.jpg?v=1761787223","url":"https:\/\/k12savings.com\/products\/the-money-raising-nonprofit-brand-isbn-9781118583425","provider":"K12savings","version":"1.0","type":"link"}