Why commercial-style branding doesn't work for nonprofits and what does Taking its cue from for-profit corporations, the nonprofit world has increasingly turned to commercial-style branding to raise profiles and encourage giving. But it hasn't worked. Written by a longtime industry insider, this book argues that branding strategies borrowed from for-profit companies hasn't just failed, but has actually discouraged giving. But why does branding a well-developed discipline with a history of commercial success fail when applied to nonprofits? The Money-Raising Nonprofit Brand + Website argues that commercial-style branding is the wrong tool applied in the wrong way to the wrong industry. * Offers a real-world fundraising strategies that work in the nonprofit world * Disabuses readers of the dangerous notion that commercial-style marketing works in the fundamentally different nonprofit world * Written by an industry insider with 25 years of experience raising funds for many of the most successful nonprofits in the world Nonprofit fundraising is a fundamentally different world financially, emotionally, and practically than commercial marketing.
Here, the author explains why commercial marketing strategies don't work and provides practical, experience-based alternatives that do.
- ISBN13 9781118583401
- Publish Date 4 March 2014
- Publish Status Active
- Publish Country US
- Imprint John Wiley & Sons Inc
- Format eBook (EPUB)
- Pages 256
- Language English
- URL http://wiley.com/remtitle.cgi?isbn=111858340X