Breakthrough Nonprofit Branding Seven

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.

JOCELYNE S. DAW has over twenty-five years’ experience in the nonprofit sector, most recently as Vice President Marketing and Community Engagement at Imagine Canada. Jocelyne is a recognized pioneer in the evolution of business-community partnerships and the integration of branding, corporate citizenship and social purpose. She speaks internationally on these topics and is author of Cause Marketing: Partner for Purpose, Passion and Profits (Wiley, 2006). She guides leading business and community organizations in building innovative citizenship and social purpose programs that deliver stand out brand identity, strengthen relationships and power results.

Carol Cone has over 25 years of experience creating substantive public-private partnerships that advance solutions for social issues. As founder of Cone, Inc., she led the development of initiatives for Avon; ConAgra Foods; Chevrolet; ITT; PNC Financial Services; Procter & Gamble; Reebok; Western Union; and the American Heart Association, helping raise awareness and more than $1.2 billion for causes. In 2007, PR Week called her “arguably the most powerful and visible figure in the world of Cause Branding.” In 2010 she joined Edelman to continue her journey guiding groundbreaking corporate citizenship efforts as managing director, Brand and Corporate Citizenship.

Kristian Darigan Merenda is an acclaimed cause expert and futurist whose work is featured in President Bill Clinton’s Giving, Philip Kotler’s Marketing: Improving the Quality of Life, M. Cass Wheeler’s You’ve Gotta Have Heart; PR News’ Top 100 Case Studies in PR, and The Journal of Corporate Citizenship, as well as publications produced by Harvard Business School and the United Nations, and among others. She has pioneered approaches to creating global corporate citizenship platforms, nonprofit signature programs and next-generation cause branding. Her work has been honored with more than 75 industry awards for its unprecedented, shared business and social impact. She is a senior vice president at Edelman, Brand & Corporate Citizenship.

Anne Erhard consults corporate and nonprofit clients toward industry-leading results in the areas of cause branding, cause marketing, social responsibility, marketing communications, and public/private partnership development. Her work has been featured as best-in-class in industry books and case studies as well as recognized through dozens of awards, including: PR Week’s Campaign of the Year, Cause Marketing Forums’ Golden Halo, PRSA’s Silver Anvil, Holmes Group’s Gold Sabre, among others. Anne is a vice president at Cone, working with clients such as The American Heart Association, Boys and Girls Clubs of America, L’Oreal, Dunkin Brands and Jockey International.

Acknowledgments	p. xiii
Introduction The New Nonprofit Imperative	p. 1
Komen for the Cure: Realizing the New Nonprofit Imperative	p. 1
What This Book Is About	p. 3
How This Book Was Written	p. 11
How to Use This Book	p. 14
Who Should Read This Book	p. 16
From Traditional to Breakthrough Nonprofit Branding	p. 19
What Is a Brand?	p. 20
Breakthrough Nonprofit Brand	p. 20
Traditional Nonprofit Branding	p. 22
Traditional versus Breakthrough Nonprofit Branding	p. 23
Seven Principles of Breakthrough Branding	p. 28
Breakthrough Nonprofit Brands	p. 31
Summary	p. 32
Principle One: Discover the Authentic Meaning of Your Brand	p. 35
UNICEF's Brand Journey	p. 35
College Forward's Brand Journey	p. 38
An Overview of Principle One	p. 40
How-To Success Factors	p. 44
U.S. Fund for UNICEF Digs Deep for Brand Meaning	p. 53
College Forward Bridges the Gap	p. 61
Principle One: Summary	p. 68
Principle Two: Integrate Brand Meaning across the Organization	p. 71
The American Heart Association's Brand Journey	p. 71
Food Bank For New York City's Brand Journey	p. 74
An Overview of Principle Two	p. 77
How-To Success Factors	p. 78
The American Heart Association Remains Fresh and Inviting	p. 87
Food Bank For New York City Delivers Food and Beyond	p. 94
Principle Two: Summary	p. 101
Principle Three: Rally Internal Brand Ambassadors	p. 103
Inspiration Corporation's Brand Journey	p. 103
Memorial HealthWorks! Brand Journey	p. 105
An Overview of Principle Three	p. 107
How-To Success Factors	p. 108
Inspiration Corporation Inspires from the Inside Out	p. 117
Memorial Healthworks! Lives and Breathes its Organizational DNA	p. 124
Principle Three: Summary	p. 130
Principle Four: Develop 360° Brand Communications	p. 133
Kids Help Phone 360° Brand Communications	p. 134
American Heart Association 360° Brand Communications	p. 135
College Forward 360° Brand Communications	p. 137
U.S. Fund for UNICEF 360° Brand Communications	p. 137
Inspiration Corporation 360° Brand Communications	p. 138
An Overview of Principle Four	p. 139
How-To Success Factors	p. 140
Principle Four: Summary	p. 169
Principle Five: Expand Your Brand by Mobilizing an External Community	p. 171
Stratford Shakespeare Festival's Brand Journey	p. 171
Susan G. Komen for the Cure's Brand Journey	p. 173
An Overview of Principle Five	p. 175
How-To Success Factors	p. 177
Principle Five: Summary	p. 197
Principle Six: Cultivate Partners to Extend Your Brand Reach and Influence	p. 201
Kids Help Phone's Brand Journey	p. 201
NatureBridge's Brand Journey	p. 203
An Overview of Principle Six	p. 206
How-To Success Factors	p. 207
Kids Help Phone Nurtures a Partner Community	p. 229
NatureBridge Nurtures a Partner Community	p. 231
Principle Six: Summary	p. 233
Principle Seven: Leverage Your Brand for Alternative Revenue and Value	p. 235
Goodwill Industries, Brand Journey	p. 235
An Overview of Principle Seven	p. 238
How-To Success Factors	p. 241
Principle Seven: Summary	p. 265
Conclusion The Breakthrough Nonprofit Brand Journey	p. 267
Breakthrough Nonprofit Brands Are a Valuable Asset	p. 268
Breakthrough Nonprofit Brands Differentiate to Stand Out	p. 268
Breakthrough Nonprofit Brands Are Bigger Than Themselves	p. 269
Breakthrough Nonprofit Brands Rally Communities	p. 269
Breakthrough Nonprofit Brands Have Courageous Leadership	p. 269
Breakthrough Nonprofits Use Their Brand to Drive Strategy	p. 270
Breakthrough Nonprofit Brands Embrace Innovation	p. 270
Breakthrough Nonprofit Brands Create Owners, Inside and Outside	p. 271
Breakthrough Nonprofit Brands Enjoy Alliances to Extend Reach and Impact	p. 272
Breakthrough Nonprofit Brands Build Sustainable Organizations	p. 272
Ongoing Journey and Long-Term Commitment	p. 272
Your Brand Future	p. 273
The Breakthrough Nonprofit Brand Journey	p. 273
Brand Journey Assessment Tool	p. 277
Snapshot of Nonprofit Case Studies	p. 279
Kids Help Phone	p. 279
American Heart Association	p. 281
The U.S. Fund for UNICEF	p. 283
Susan G. Komen for the Cure	p. 285
Inspiration Corporation	p. 287
NatureBridge	p. 289
Stratford Shakespeare Festival	p. 290
Memorial HealthWorks! Kids' Museum	p. 292
College Forward	p. 293
Food Bank For New York City	p. 294
Goodwill Industries International	p. 295
Glossary	p. 296
Notes	p. 298
Bibliography	p. 303
About the Authors	p. 307
AFP Code of Ethical Principles and Standards	p. 309
A Donor Bill of Rights	p. 310
Index	p. 313
Table of Contents provided by Ingram. All Rights Reserved.

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Breakthrough Nonprofit Branding Seven Principles to Power Extraordinary Results

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