Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications
Praise for Brandraising\ "Brandraising is a timely, critically important contribution for all nonprofits. With its sage, step-by step guidance, this book should be a dog-eared resource for perceptive chief executives in the sector."\ —Mark Lipton, consultant on nonprofit board strategy and professor of management, Milano: The New School for Management and Urban Policy\ "If you lead a nonprofit organization and you want to be successful, you better read this book—right now!"\ —Brian Reich,...
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Brandraising In today's uncertain marketplace, every nonprofit organization faces the same core challenge: how to demonstrate value and win charitable dollars with limited staff, budget, and communications experience. Brandraising offers nonprofit leaders a proven approach to fundraising that puts the focus on marketing, branding, and communications. In this vital resource, Sarah Durham—an acclaimed nonprofit communications expert—reveals the importance of an integrated marketing and fundraising plan based on a foundation of clear mission and relevant strategy. She offers detailed, practical guidance for building a recognizable and meaningful brand, and developing a comprehensive, multi-level communications strategy. Brandraising is a holistic approach to communications that involves everyone within the organization—board, staff leadership, volunteers, program staff and in some cases funders and donors. Readers will learn how to coordinate every aspect of their branding and communications efforts, from start to finish. Durham shows how to boost fundraising, programs and advocacy efforts by Articulating an organizational profile: vision, mission, values, objectives, position, personality Developing a solid identity: visual platform, messaging platform Conducting smart outreach: online, print, in person, on air, mobile Moving beyond brandraising: measuring communications impact on programs, fundraising and advocacy, and sustaining successful communications as change occurs The Brandraising method enables nonprofits to raise more money, reach a wider program audience, and maintain closer contact with legislators, the media, and the community.
1 Brandraising 12 Principles of Effective Communications 93 Overview of Brandraising 314 Brandraising at the Organizational Level 415 Brandraising at the Identity Level 736 Brandraising at the Experiential Level 1117 Implementing Brandraising 151References 175Index 177
