Description
Book SynopsisIn 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.
Trade Review"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)
Table of Contents1 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
