Brandraising : How Nonprofits Raise

In 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.

Sarah Durham is the principal of Big Duck, a firm she founded in 1994 that works exclusively with nonprofits to help them raise money and increase their visibility through smart communications. Clients include the Robin Hood Foundation, United Way of New York City, American Jewish World Service, Women's Sports Foundation, Partnership for a Drug-Free America and other regional and national nonprofits. She frequently writes and contributes to articles in nonprofit trade publications. She is a volunteer trainer for the Support Center for Nonprofit Management and a frequent presenter at Association of Fundraising Professionals (AFP) and other nonprofit industry conferences.

Brandraising	p. 1
What "Brandraising" Means	p. 3
Measuring the Value of Communications	p. 5
In Summary	p. 7
Principles of Effective Communications	p. 9
Seeing the Long View	p. 10
Communicating on Their Terms, Not Yours	p. 19
Doing More with Less	p. 25
In Summary	p. 29
Overview of Brandraising	p. 31
The Organizational Level	p. 31
The Identity Level	p. 32
The Experiential Level	p. 33
Leadership Involvement in Each Level	p. 34
Measuring and Assessing Brandraising's Impact	p. 35
Quantitative and Qualitative Metrics	p. 37
In Summary	p. 39
Brandraising at the Organizational Level	p. 41
What Comes First: Strategic Planning or Brandraising?	p. 42
Vision	p. 42
Mission	p. 44
Values	p. 49
Objectives	p. 52
Audiences	p. 55
Positioning	p. 59
Personality	p. 62
A Foundation for Everyday Activities	p. 66
In Summary	p. 70
Brandraising at the Identity Level	p. 73
The Visual identity	p. 75
The Messaging Platform	p. 88
Sub-Brands	p. 103
Integrating the Identity	p. 104
In Summary	p. 109
Brandraising at the Experiential Level	p. 111
Selecting Audience-Centric Channels	p. 112
Online	p. 120
In Print	p. 132
In Person	p. 137
On Air	p. 143
By Mobile	p. 145
In Summary	p. 148
Implementing Brandraising	p. 151
When You Can't Do it All	p. 152
Relaunching Your Nonprofit's Identity	p. 153
Brandraising After Relaunch	p. 157
Integrating Brandraising into Daily Communications	p. 165
In Summary	p. 169
In Conclusion	p. 170
Acknowledgments	p. 171
About the Author	p. 173
References	p. 175
Index	p. 177
Table of Contents provided by Ingram. All Rights Reserved.

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Brandraising : How Nonprofits Raise Visibility and Money Through Smart Communications

Summary

Author Biography

Table of Contents

Supplemental Materials