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- ISBN: 9780470286913 | 0470286911
- Cover: Hardcover
- Copyright: 10/26/2010
Is your organization just another name, or is it a brand?The first book on brands and branding directly written for the nonprofit sector, Building a Breakthrough Nonprofit Brand explains a brand as an organization's North Star, the guiding principle that underpins the mission and makes it values manifest, not just the way it is presented in marketing communications materials. The message of that brand is vital to a nonprofit's ability to survive and thrive in the new millennium; it must maximize the trust and loyalty of the community to secure the continuing flow of resources and fulfill its missions.Recognized leaders in nonprofit marketing show you how to optimally build your nonprofit's brand to be a strategic competitive advantage ensuring your organization stands out, creates value, builds loyal communities inside and outside of the organization and increases social impact. Daw and Cone demonstrate the strongest nonprofit brands are the rallying flag and central organizing principle guiding all of an organization's major decisions and actions. The strongest brands are focused, compelling and simple to understand and articulate and create a sense of connection that brings people together around common interests, shared hopes, aspirations and beliefs. The book is a practical road map and essential tool for nonprofit leaders, board members, and volunteers, as well as communications professionals, development consultants, marketing agencies, academics, students and all those interested in catalyzing dynamic growth for the organizations they serve. Part of the AFP Fund Development Series, Brand Good Causes offers: Seven principles to build, manage, and protect the organization's brand Tips, techniques, and tactics as well as mistakes to be avoided Case studies of twelve breakthrough nonprofit brands that put into action the principles and practices outlined in the book Insider advice from nonprofit marketing authority Jocelyne Daw, author of Cause Marketing for Nonprofits: Partner for Purpose, Passion and Profits and leading cause branding expert, Carol Cone.Passionate and focused, Building a Breakthrough Nonprofit Brand shows you how to raise your organization's profile among the general public and develop deeper relationships with donors, volunteers, and other key stakeholders.