Brandraising – How Nonprofits Raise Visibility and Money Through Smart Communications
Autor S Durhamen Limba Engleză Hardback – 18 ian 2010
Brandraising offers nonprofit leaders a proven approach to fundraising that puts the focus on marketing, branding, and communications. In this vital resource, Sarah Durham--an acclaimed nonprofit communications expert--reveals the importance of an integrated marketing and fundraising plan based on a foundation of clear mission and relevant strategy. She offers detailed, practical guidance for building a recognizable and meaningful brand, and developing a comprehensive, multi-level communications strategy.
Brandraising is a holistic approach to communications that involves everyone within the organization--board, staff leadership, volunteers, program staff and in some cases funders and donors. Readers will learn how to coordinate every aspect of their branding and communications efforts, from start to finish.
Durham shows how to boost fundraising, programs and advocacy efforts by
- ARTICULATING AN ORGANIZATIONAL PROFILE: vision, mission, values, objectives, position, personality
- DEVELOPING A SOLID IDENTITY: visual platform, messaging platform
- CONDUCTING SMART OUTREACH: online, print, in person, on air, mobile
- MOVING BEYOND BRANDRAISING: measuring communications impact on programs, fundraising and advocacy, and sustaining successful communications as change occurs
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Specificații
ISBN-13: 9780470527535
ISBN-10: 0470527536
Pagini: 208
Ilustrații: Illustrations
Dimensiuni: 140 x 216 x 13 mm
Greutate: 0.36 kg
Editura: Wiley
Locul publicării:Hoboken, United States
ISBN-10: 0470527536
Pagini: 208
Ilustrații: Illustrations
Dimensiuni: 140 x 216 x 13 mm
Greutate: 0.36 kg
Editura: Wiley
Locul publicării:Hoboken, United States
Public țintă
Nonprofit staff who oversee or develop materials for donors and prospects who have little or no previous communications/marketing experience or training.Notă biografică
Descriere
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.