Brandraising E-Book

Sarah Durham

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 209

Veröffentlichungsjahr: 2009

Beschreibung

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.

Leseprobe

Table of Contents

Praise

Title Page

Copyright Page

Dedication

CHAPTER 1 - Brandraising

What “Brandraising” Means

Measuring the Value of Communications

In Summary

CHAPTER 2 - Principles of Effective Communications

Seeing the Long View

Communicating on Their Terms, Not Yours

Doing More with Less

In Summary

CHAPTER 3 - Overview of Brandraising

The Organizational Level

The Identity Level

The Experiential Level

Leadership Involvement in Each Level

Measuring and Assessing Brandraising’s Impact

Quantitative and Qualitative Metrics

In Summary

CHAPTER 4 - Brandraising at the Organizational Level

What Comes First: Strategic Planning or Brandraising?

Vision

Mission

Values

Objectives

Audiences

Positioning

Personality

A Foundation for Everyday Activities

In Summary

CHAPTER 5 - Brandraising at the Identity Level

The Visual Identity

The Messaging Platform

Sub-Brands

Integrating the Identity

In Summary

CHAPTER 6 - Brandraising at the Experiential Level

Selecting Audience-Centric Channels

Online

In Print

In Person

On Air

By Mobile

In Summary

CHAPTER 7 - Implementing Brandraising

When You Can’t Do It All

Relaunching Your Nonprofit’s Identity

Brandraising After Relaunch

Integrating Brandraising into Daily Communications

In Summary

In Conclusion

Acknowledgements

ABOUT THE AUTHOR

REFERENCES

INDEX

“Brandraising is a timely, critically important contribution for all nonprofits. As ‘competition’ intensifies, resources dwindle, and senior executives are drawn to react in short-term crisis mode, it becomes even more vital that external (and internal!) communications stay as strategic as possible. The ultimate perception of ‘brand’ will be the extent to which the audience clearly understands the organization’s vision, and Sarah Durham gets this ironclad principle. With step-by-step sage guidance, Brandraising 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

“Brandraising is a must-read for any organization operating in the noisy and crowded nonprofit arena today. Sarah Durham ‘flips the switch’ on our understanding of a holistic communications strategy. Like the architecture of the planning and implementation she encourages, the architecture of this book delivers a clear and smart message. Finally, in one volume we can find the structure and the techniques any institution can use to place itself above the din.”

—Nancy Schwartz Sternoff, director, Dobkin Family Foundation

“Sarah Durham presents her considerable expertise with a smart combination of authority and accessibility that makes Brandraising a must-read for fundraisers and nonprofit communications and marketing staff—no matter how long they’ve been in the business or the size and mission of their organizations. The book’s hip yet down-to-earth tone is a perfect reflection of Sarah herself, as is its finely balanced respect for traditional strategies with a serious, forward-looking nod to new technologies.”

—Margaret Battistelli, editor-in-chief, Fundraising Success

“If you lead a nonprofit organization and you want to be successful, you better read this book—right now! In today’s highly fragmented and fast-moving world, it is important for an organization to have a strong brand. Scratch that—it’s necessary, critical, obligatory, unavoidable. Nonprofit organizations must demonstrate their vision, mission, values, objectives, positioning, and personality in every aspect of their work. If they don’t, their audience won’t engage, their issues won’t resonate, and they will fail. Creating that strong brand is no easy task. Navigating the process of building and maintaining brand can be frustrating and exhausting. Sarah Durham understands that. She has spent her life helping nonprofit organizations build strong brands and communicate successfully. And now she has written a book that provides clear guidelines, valuable lessons, and powerful examples that nonprofit organizations can use to build their brand and succeed in their work.”

—Brian Reich, coauthor, Media Rules: Mastering Today’s Technology to Connect With and Keep Your Audience

“In today’s highly competitive nonprofit sector, creating an effective brand is essential. Brandraising tells you how to do it right! It should be required reading by today’s executive director, development director, communications director, or other nonprofit professional.”

—Cheryl A. Clarke, consultant and author of Storytelling for Grantseekers and Grant ProposalMakeover

“During these uncertain economic times, when organizations’ staffs are required to do more with much less, while meeting an ever growing need, Brandraising is a must-read for nonprofit professionals looking to help their organizations thrive or even just survive. Although nonprofits generally spend time on strategic planning, Sarah Durham brings home the point that executing the strategies is an entirely different set of tasks. Brandraising illustrates how strategically planned and executed tactics in branding, communications, and fundraising are critical ingredients for solvent and successful nonprofit organizations.”

—Nicci Noble, president, Noble Services

Copyright © 2010 by Sarah Durham. All rights reserved.

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eISBN : 978-0-470-54221-7

HB Printing

For my family

CHAPTER 1

Brandraising

During the fall of 2008, right in the middle of the financial market’s collapse, I facilitated a panel on branding at an event called “Meet the Grantmakers,” organized by the Support Center for Nonprofit Management. Throughout the morning, several officers of large corporate foundations talked about how their foundations’ endowments had plummeted, leading to fewer grants and less money awarded to nonprofits. These grantmakers stressed that the competition for available grants was going to be tougher than ever. Organizations applying would have to distinguish themselves by communicating clearly and demonstrating their value distinctively. By the time my afternoon panel on branding began, the big question on everyone’s mind seemed to be,