The Money-Raising Nonprofit Brand: Motivating Donors to Give, Give Happily, and Keep on Giving (Wiley Nonprofit Authority)
“We are rebranding.”For nonprofit organizations, that should mean something like, “We’re going to improve our marketing and help people love our cause. This will improve our fundraising.”Far too often, it doesn’t mean anything like that.Instead, “We are rebranding” at a nonprofit often means several years of disastrously lower fundraising revenue, marketing confusion, and broken careers.Why does branding—a well-developed discipline in the commercial marketing world—fail so miserably and so often for nonprofit organizations? The reason, according to author and fundraising expert Jeff Brooks, is commercial-style branding is wrong for fundraising. It’s the wrong tool, applied in the wrong way. Brooks shows how nonprofit fundraising is a fundamentally different world—financially, emotionally, and practically—from commercial marketing.The Money-Raising Nonprofit Brandis more than a critique of commercial-style branding. It provides a practical, experience-based alternative: Nonprofit branding that connects with donors and gives them meaningful reasons to care and to give—and thus raises money instead of crushing fundraising.Written specifically for fundraising professionals and nonprofit executives,The Money-Raising Nonprofit Branduses real-world examples and plain language to explore:How branding efforts often fail for nonprofit organizations and why commercial-style branding can damage your organizationHow your cause connects with potential donors and brings your organization’s brand to lifeThe seven essential elements of a successful fundraising call to action that will motivate donors to giveHow to find and use images that remind donors why they care about your cause and why they give to youHow to become your donors’ favorite cause and set your organization apart with optimal donor communication strategiesLearn to avoid the most common pitfalls associated with branding efforts and to maintain the donor-focused approach that will ensure long-term fundraising success.The Money-Raising Nonprofit Brand: Motivating Donors to Give, Give Happily, and Keep on Givingis an essential resource for nonprofit decision-makers who are considering a branding initiative for their organization.