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The money-raising nonprofit brand : motivating donors to give, give happily, and keep on giving / Jeff Brooks.

by Brooks, Jeff, 1961-

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John Wiley and Sons, Inc., [2014]

658.15224 B873m

Nonprofit organizations -- Marketing.

Nonprofit organizations -- Management.

Branding (Marketing)

Wiley nonprofit authority series.

xvii, 228 p. : ill. ; 24 cm.

Includes bibliographical references and index.

"Why commercial-style branding doesn't work for nonprofits--and what doesTaking 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. 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."--From publisher.

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