{"product_id":"the-moneyraising-nonprofit-brand-9781118583425","title":"The MoneyRaising Nonprofit Brand","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cb\u003eWhy commercial-style branding doesn''t work for nonprofitsand 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 brandinga well-developed discipline with a history of commercial successfail 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 experi\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\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\n\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":53515636474199,"sku":"9781118583425","price":40.38,"currency_code":"GBP","in_stock":true}],"url":"https:\/\/bookcurl.com\/products\/the-moneyraising-nonprofit-brand-9781118583425","provider":"Book Curl","version":"1.0","type":"link"}