Description
Book SynopsisBreakthrough NONPROFIT BRANDING At 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. Breakthrough Nonprofit Branding demonstrates how a constituency-focused, compelling brand can revolutionize an organization and the way people view and support it.
As 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 marktheir comm
Table of Contents
The AFP Fund Development Series.
Acknowledgments.
Introduction: The New Nonprofit Imperative.
Komen for the Cure: Realizing the New Nonprofit Imperative.
What this book is About.
How this Book was Written.
How to use this Book.
Who Should Read this Book.
Chapter One From Traditional to Breakthrough Nonprofit Branding.
What is a Brand?
Breakthrough Nonprofit Brand.
Traditional Nonprofit Branding.
Traditional versus Breakthrough Nonprofit Branding.
Seven Principles of Breakthrough Branding.
Breakthrough Nonprofit Brands.
Summary.
Chapter Two Principle One Discover Authentic Meaning Of Your Brand.
Unicef's Brand Journey
College Forward's Brand Journey
An Overview Of Principle One
How-To Success Factors
Refine: Create Brand Platform
U.S. Fund For Unicef Brand Journey
Unicef Heart: ”Defining” Its Cause
Unicef Hands: Let The Banks Of The River Overflow
College Forward Brand Journey
College Forward: Heart: Purpose With Passion
College Forward: Hands: Expanded Involvement
Principle One: Summary
Chapter Three Principle Two: Integrates brand meaning across the organization.
The American Heart Association's Brand Journey.
Food Bank For New York City's Brand Journey.
An Overview Of Principle Two.
How-To Success Factors.
The American Heart Association Integrates Brand Meaning Across The Organization.
Food Bank For New York City Integrates Brand Meaning Across The Organization.
Principle Two: Summary.
Chapter Four Principle Three: Rally Internal Brand Ambassadors.
Inspiration Corporation's Brand Journey.
HealthWorks! Brand Journey.
An Overview of Principle Three.
Success Factors.
Inspiration Corporation Brand from the Inside-Out.
Healthworks! Connects to Organizational DNA.
Principle Three: Summary.
Chapter Five Principle Four: Develop 360°Brand Communications.
Kids Help Phone 360°Brand Communications.
American Heart Association 360°Brand Communications.
College Forward 360°Brand Communications.
U.S. Fund For UNICEF 360°Brand Communications.
Inspiration Corporation 360°Brand Communications.
An Overview of Principle Four.
HOW-TO SUCCESS FACTORS.
Base: Solidify a Strong Brand Identity.
Build: Compelling and integrated on-line and off-line communications.
Breakthrough: Empower Supporters to Co-create Communications and Drive Action.
Principle Four: Summary.
Chapter Six Principle Five: Expand Brand by Mobilizing an External Community.
Stratford Shakespeare Festival's Brand Journey.
Susan G. Komen For The Cure Brand Journey.
Overview of Principle Five.
BASE: Cultivate Individual Relationships as a Community Cornerstone.
BREAKTHROUGH: Constantly Grow the Community by Reaching New. Audiences and Offering Innovative Engagement Experiences.
Build Belonging: Mobilize Champions for the Mission.
Principle Five: Summary.
Chapter Seven Principle Six: Cultivate Partners To Extend Brand Reach And Influence.
Kids Help Phone Brand Journey.
Naturebridge’s Brand Journey.
An Overview of Principle Six.
HOW-TO SUCCESS FACTORS.
BASE: Prepare Internal Framework For Transactional Agreements.
Build: Seek Strategic Alignment To Transition Relationships.
Breakthrough: Nurtures Transformative Partnerships.
Kids Help Phone Nurtures A Partner Community.
Naturebridge Nurtures A Partner Community.
Principle Six: Summary.
Chapter Eight Principle Seven: Leverage Your Brand For Alternative Revenue And Value.
Goodwill Industries Brand Journey.
Overview Of Principle.
BASE: Establish a Culture of Enterprise and Experiment.
BUILD: Capitalize on Brand and Experience to Build the Next Level of Community Enterprise Ventures.
BREAKTHROUGH: Deepen Community Enterprises to Achieve Mission and Financial Goals.
Principle Seven: Summary.
CONCLUSION The Breakthrough Nonprofit Brand Journey.
Breakthrough Nonprofit Brands are a Valuable Asset.
Breakthrough Nonprofit Brands Differentiate to Stand Out.
Breakthrough Nonprofit Brands are Bigger than Themselves.
Breakthrough Nonprofit Brands Rally Communities.
Breakthrough Nonprofit Brands Have Courageous Leadership.
Breakthrough Nonprofits use their Brand to Drive Strategy.
Breakthrough Nonprofit Brands Embrace Innovation.
Breakthrough Nonprofit Brands Create Owners, Inside and Outside.
Breakthrough Nonprofit Brands Enjoy Alliances to Extend Reach and Impact.
Breakthrough Nonprofit Brands Build Sustainable Organizations.
Ongoing Journey and Long-Term Commitment.
Your Brand Future.
The Breakthrough Nonprofit Brand Journey.
Appendix A Brand Journey Assessment Tool.
Appendix B Snapshot of Nonprofit Case Studies.
Kids Help Phone.
American Heart Association.
Unicef.
Susan G. Komen for the Cure.
Inspiration Corporation.
NatureBridge.
Stratford Shakespeare Festival.
HealthWorks!
College Forword.
Food Bank For New York City.
Endnotes.
Bibliography.
Glossary.
Breakthrough Nonprofit Branding: The Seven Principles to Power Extraordinary Results.
About the Authors.
AFP Code of Ethics for Professional Philanthropic Fundraisers.
Donor Bill of Rights.
Index.
