Breakthrough Nonprofit Branding – Seven Principles to Power Extraordinary Results (AFP Fund Development Series)
Autor J Dawen Limba Engleză Hardback – 8 noi 2010
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Specificații
ISBN-13: 9780470286913
ISBN-10: 0470286911
Pagini: 336
Dimensiuni: 159 x 235 x 30 mm
Greutate: 0.54 kg
Editura: Wiley
Locul publicării:Hoboken, United States
ISBN-10: 0470286911
Pagini: 336
Dimensiuni: 159 x 235 x 30 mm
Greutate: 0.54 kg
Editura: Wiley
Locul publicării:Hoboken, United States
Public țintă
Nonprofit boards of directors, executive directors, development directors and fund raising consultants, marketing directors, and public relations directors.Descriere
Praise for Breakthrough Nonprofit Branding
"Nonprofit organizations have to realize they are competing for mindshare not only with other nonprofits, but with for profit corporations as well. The keys to success are in this book, and practical tools and advice will jump off the pages to advance the missions of organizations both large and small."
Cass Wheeler, Strategic Consultant and retired CEO, American Heart Association
"Breakthrough Nonprofit Branding guides nonprofit organizations to think beyond branding as a logo and a tagline and gives them a clear road map for capturing the minds, hearts, and hands of their audiences. This must–read book is filled with examples, checklists, and practical tips that will help large and small nonprofits have greater social impact."
Beth Kanter, Beth′s Blog and coauthor of The Networked Nonprofit
"Finally, a book on branding for nonprofits that encompasses a holistic approach! It can help organizations of any size practice ′breakthrough nonprofit branding′ to differentiate themselves, gain more supporters and alliances, rally communities, attract strong executives, engage more volunteers, and improve their sustainability. It offers tools and excellent case studies that demonstrate success in the field. The organizations that embrace the authors′ seven principles can experience exciting change and growth. So, what are you waiting for?"
Elaine Fogel, President and CMO, Solutions Marketing & Consulting LLC; Chair, American Marketing Association Nonprofit Special Interest Group
"Every organization has a brand and this book clearly, compellingly, and in a very straightforward manner demonstrates how the brand of a nonprofit is crucial to its capacity to grow, to be sustainable, and to fulfill its mission. Branding is demystified and presented in practical and easy to adapt components that will help you maximize your potential and your results. Whether your nonprofit is large or small, local, national, or international, the case studies and examples in Breakthrough Nonprofit Branding ensure it is relevant to every reader."
Andrea McManus, CFRE, President, The Development Group; Chair–Elect, The Association of Fundraising Professionals
"Nonprofit organizations have to realize they are competing for mindshare not only with other nonprofits, but with for profit corporations as well. The keys to success are in this book, and practical tools and advice will jump off the pages to advance the missions of organizations both large and small."
Cass Wheeler, Strategic Consultant and retired CEO, American Heart Association
"Breakthrough Nonprofit Branding guides nonprofit organizations to think beyond branding as a logo and a tagline and gives them a clear road map for capturing the minds, hearts, and hands of their audiences. This must–read book is filled with examples, checklists, and practical tips that will help large and small nonprofits have greater social impact."
Beth Kanter, Beth′s Blog and coauthor of The Networked Nonprofit
"Finally, a book on branding for nonprofits that encompasses a holistic approach! It can help organizations of any size practice ′breakthrough nonprofit branding′ to differentiate themselves, gain more supporters and alliances, rally communities, attract strong executives, engage more volunteers, and improve their sustainability. It offers tools and excellent case studies that demonstrate success in the field. The organizations that embrace the authors′ seven principles can experience exciting change and growth. So, what are you waiting for?"
Elaine Fogel, President and CMO, Solutions Marketing & Consulting LLC; Chair, American Marketing Association Nonprofit Special Interest Group
"Every organization has a brand and this book clearly, compellingly, and in a very straightforward manner demonstrates how the brand of a nonprofit is crucial to its capacity to grow, to be sustainable, and to fulfill its mission. Branding is demystified and presented in practical and easy to adapt components that will help you maximize your potential and your results. Whether your nonprofit is large or small, local, national, or international, the case studies and examples in Breakthrough Nonprofit Branding ensure it is relevant to every reader."
Andrea McManus, CFRE, President, The Development Group; Chair–Elect, The Association of Fundraising Professionals
Textul de pe ultima copertă
Praise for Breakthrough Nonprofit Branding
"Nonprofit organizations have to realize they are competing for mindshare not only with other nonprofits, but with for profit corporations as well. The keys to success are in this book, and practical tools and advice will jump off the pages to advance the missions of organizations both large and small."
Cass Wheeler, Strategic Consultant and retired CEO, American Heart Association
"Breakthrough Nonprofit Branding guides nonprofit organizations to think beyond branding as a logo and a tagline and gives them a clear road map for capturing the minds, hearts, and hands of their audiences. This must–read book is filled with examples, checklists, and practical tips that will help large and small nonprofits have greater social impact."
Beth Kanter, Beth′s Blog and coauthor of The Networked Nonprofit
"Finally, a book on branding for nonprofits that encompasses a holistic approach! It can help organizations of any size practice ′breakthrough nonprofit branding′ to differentiate themselves, gain more supporters and alliances, rally communities, attract strong executives, engage more volunteers, and improve their sustainability. It offers tools and excellent case studies that demonstrate success in the field. The organizations that embrace the authors′ seven principles can experience exciting change and growth. So, what are you waiting for?"
Elaine Fogel, President and CMO, Solutions Marketing & Consulting LLC; Chair, American Marketing Association Nonprofit Special Interest Group
"Every organization has a brand and this book clearly, compellingly, and in a very straightforward manner demonstrates how the brand of a nonprofit is crucial to its capacity to grow, to be sustainable, and to fulfill its mission. Branding is demystified and presented in practical and easy to adapt components that will help you maximize your potential and your results. Whether your nonprofit is large or small, local, national, or international, the case studies and examples in Breakthrough Nonprofit Branding ensure it is relevant to every reader."
Andrea McManus, CFRE, President, The Development Group; Chair–Elect, The Association of Fundraising Professionals
"Nonprofit organizations have to realize they are competing for mindshare not only with other nonprofits, but with for profit corporations as well. The keys to success are in this book, and practical tools and advice will jump off the pages to advance the missions of organizations both large and small."
Cass Wheeler, Strategic Consultant and retired CEO, American Heart Association
"Breakthrough Nonprofit Branding guides nonprofit organizations to think beyond branding as a logo and a tagline and gives them a clear road map for capturing the minds, hearts, and hands of their audiences. This must–read book is filled with examples, checklists, and practical tips that will help large and small nonprofits have greater social impact."
Beth Kanter, Beth′s Blog and coauthor of The Networked Nonprofit
"Finally, a book on branding for nonprofits that encompasses a holistic approach! It can help organizations of any size practice ′breakthrough nonprofit branding′ to differentiate themselves, gain more supporters and alliances, rally communities, attract strong executives, engage more volunteers, and improve their sustainability. It offers tools and excellent case studies that demonstrate success in the field. The organizations that embrace the authors′ seven principles can experience exciting change and growth. So, what are you waiting for?"
Elaine Fogel, President and CMO, Solutions Marketing & Consulting LLC; Chair, American Marketing Association Nonprofit Special Interest Group
"Every organization has a brand and this book clearly, compellingly, and in a very straightforward manner demonstrates how the brand of a nonprofit is crucial to its capacity to grow, to be sustainable, and to fulfill its mission. Branding is demystified and presented in practical and easy to adapt components that will help you maximize your potential and your results. Whether your nonprofit is large or small, local, national, or international, the case studies and examples in Breakthrough Nonprofit Branding ensure it is relevant to every reader."
Andrea McManus, CFRE, President, The Development Group; Chair–Elect, The Association of Fundraising Professionals
Cuprins
The AFP Fund Development Series. Acknowledgments.
Introduction: The New Nonprofit Imperative.
Komen for the Cure: Realizing the New Nonprofit Imperative.
What this book is About.
How this Book was Written.
How to use this Book.
Who Should Read this Book.
Chapter One From Traditional to Breakthrough Nonprofit Branding.
What is a Brand?
Breakthrough Nonprofit Brand.
Traditional Nonprofit Branding.
Traditional versus Breakthrough Nonprofit Branding.
Seven Principles of Breakthrough Branding.
Breakthrough Nonprofit Brands.
Summary.
Chapter Two Principle One Discover Authentic Meaning Of Your Brand.
Unicef′s Brand Journey
College Forward′s Brand Journey
An Overview Of Principle One
How–To Success Factors
Refine: Create Brand Platform
U.S. Fund For Unicef Brand Journey
Unicef Heart: Defining Its Cause
Unicef Hands: Let The Banks Of The River Overflow
College Forward Brand Journey
College Forward: Heart: Purpose With Passion
College Forward: Hands: Expanded Involvement
Principle One: Summary
Chapter Three Principle Two: Integrates brand meaning across the organization.
The American Heart Association′s Brand Journey.
Food Bank For New York City′s Brand Journey.
An Overview Of Principle Two.
How–To Success Factors.
The American Heart Association Integrates Brand Meaning Across The Organization.
Food Bank For New York City Integrates Brand Meaning Across The Organization.
Principle Two: Summary.
Chapter Four Principle Three: Rally Internal Brand Ambassadors.
Inspiration Corporation′s Brand Journey.
HealthWorks! Brand Journey.
An Overview of Principle Three.
Success Factors.
Inspiration Corporation Brand from the Inside–Out.
Healthworks! Connects to Organizational DNA.
Principle Three: Summary.
Chapter Five Principle Four: Develop 360°Brand Communications.
Kids Help Phone 360°Brand Communications.
American Heart Association 360°Brand Communications.
College Forward 360°Brand Communications.
U.S. Fund For UNICEF 360°Brand Communications.
Inspiration Corporation 360°Brand Communications.
An Overview of Principle Four.
HOW–TO SUCCESS FACTORS.
Base: Solidify a Strong Brand Identity.
Build: Compelling and integrated on–line and off–line communications.
Breakthrough: Empower Supporters to Co–create Communications and Drive Action.
Principle Four: Summary.
Chapter Six Principle Five: Expand Brand by Mobilizing an External Community.
Stratford Shakespeare Festival′s Brand Journey.
Susan G. Komen For The Cure Brand Journey.
Overview of Principle Five.
BASE: Cultivate Individual Relationships as a Community Cornerstone.
BREAKTHROUGH: Constantly Grow the Community by Reaching New. Audiences and Offering Innovative Engagement Experiences.
Build Belonging: Mobilize Champions for the Mission.
Principle Five: Summary.
Chapter Seven Principle Six: Cultivate Partners To Extend Brand Reach And Influence.
Kids Help Phone Brand Journey.
Naturebridge s Brand Journey.
An Overview of Principle Six.
HOW–TO SUCCESS FACTORS.
BASE: Prepare Internal Framework For Transactional Agreements.
Build: Seek Strategic Alignment To Transition Relationships.
Breakthrough: Nurtures Transformative Partnerships.
Kids Help Phone Nurtures A Partner Community.
Naturebridge Nurtures A Partner Community.
Principle Six: Summary.
Chapter Eight Principle Seven: Leverage Your Brand For Alternative Revenue And Value.
Goodwill Industries Brand Journey.
Overview Of Principle.
BASE: Establish a Culture of Enterprise and Experiment.
BUILD: Capitalize on Brand and Experience to Build the Next Level of Community Enterprise Ventures.
BREAKTHROUGH: Deepen Community Enterprises to Achieve Mission and Financial Goals.
Principle Seven: Summary.
CONCLUSION The Breakthrough Nonprofit Brand Journey.
Breakthrough Nonprofit Brands are a Valuable Asset.
Breakthrough Nonprofit Brands Differentiate to Stand Out.
Breakthrough Nonprofit Brands are Bigger than Themselves.
Breakthrough Nonprofit Brands Rally Communities.
Breakthrough Nonprofit Brands Have Courageous Leadership.
Breakthrough Nonprofits use their Brand to Drive Strategy.
Breakthrough Nonprofit Brands Embrace Innovation.
Breakthrough Nonprofit Brands Create Owners, Inside and Outside.
Breakthrough Nonprofit Brands Enjoy Alliances to Extend Reach and Impact.
Breakthrough Nonprofit Brands Build Sustainable Organizations.
Ongoing Journey and Long–Term Commitment.
Your Brand Future.
The Breakthrough Nonprofit Brand Journey.
Appendix A Brand Journey Assessment Tool.
Appendix B Snapshot of Nonprofit Case Studies.
Kids Help Phone.
American Heart Association.
Unicef.
Susan G. Komen for the Cure.
Inspiration Corporation.
NatureBridge.
Stratford Shakespeare Festival.
HealthWorks!
College Forword.
Food Bank For New York City.
Endnotes.
Bibliography.
Glossary.
Breakthrough Nonprofit Branding: The Seven Principles to Power Extraordinary Results.
About the Authors.
AFP Code of Ethics for Professional Philanthropic Fundraisers.
Donor Bill of Rights.
Index.
Introduction: The New Nonprofit Imperative.
Komen for the Cure: Realizing the New Nonprofit Imperative.
What this book is About.
How this Book was Written.
How to use this Book.
Who Should Read this Book.
Chapter One From Traditional to Breakthrough Nonprofit Branding.
What is a Brand?
Breakthrough Nonprofit Brand.
Traditional Nonprofit Branding.
Traditional versus Breakthrough Nonprofit Branding.
Seven Principles of Breakthrough Branding.
Breakthrough Nonprofit Brands.
Summary.
Chapter Two Principle One Discover Authentic Meaning Of Your Brand.
Unicef′s Brand Journey
College Forward′s Brand Journey
An Overview Of Principle One
How–To Success Factors
Refine: Create Brand Platform
U.S. Fund For Unicef Brand Journey
Unicef Heart: Defining Its Cause
Unicef Hands: Let The Banks Of The River Overflow
College Forward Brand Journey
College Forward: Heart: Purpose With Passion
College Forward: Hands: Expanded Involvement
Principle One: Summary
Chapter Three Principle Two: Integrates brand meaning across the organization.
The American Heart Association′s Brand Journey.
Food Bank For New York City′s Brand Journey.
An Overview Of Principle Two.
How–To Success Factors.
The American Heart Association Integrates Brand Meaning Across The Organization.
Food Bank For New York City Integrates Brand Meaning Across The Organization.
Principle Two: Summary.
Chapter Four Principle Three: Rally Internal Brand Ambassadors.
Inspiration Corporation′s Brand Journey.
HealthWorks! Brand Journey.
An Overview of Principle Three.
Success Factors.
Inspiration Corporation Brand from the Inside–Out.
Healthworks! Connects to Organizational DNA.
Principle Three: Summary.
Chapter Five Principle Four: Develop 360°Brand Communications.
Kids Help Phone 360°Brand Communications.
American Heart Association 360°Brand Communications.
College Forward 360°Brand Communications.
U.S. Fund For UNICEF 360°Brand Communications.
Inspiration Corporation 360°Brand Communications.
An Overview of Principle Four.
HOW–TO SUCCESS FACTORS.
Base: Solidify a Strong Brand Identity.
Build: Compelling and integrated on–line and off–line communications.
Breakthrough: Empower Supporters to Co–create Communications and Drive Action.
Principle Four: Summary.
Chapter Six Principle Five: Expand Brand by Mobilizing an External Community.
Stratford Shakespeare Festival′s Brand Journey.
Susan G. Komen For The Cure Brand Journey.
Overview of Principle Five.
BASE: Cultivate Individual Relationships as a Community Cornerstone.
BREAKTHROUGH: Constantly Grow the Community by Reaching New. Audiences and Offering Innovative Engagement Experiences.
Build Belonging: Mobilize Champions for the Mission.
Principle Five: Summary.
Chapter Seven Principle Six: Cultivate Partners To Extend Brand Reach And Influence.
Kids Help Phone Brand Journey.
Naturebridge s Brand Journey.
An Overview of Principle Six.
HOW–TO SUCCESS FACTORS.
BASE: Prepare Internal Framework For Transactional Agreements.
Build: Seek Strategic Alignment To Transition Relationships.
Breakthrough: Nurtures Transformative Partnerships.
Kids Help Phone Nurtures A Partner Community.
Naturebridge Nurtures A Partner Community.
Principle Six: Summary.
Chapter Eight Principle Seven: Leverage Your Brand For Alternative Revenue And Value.
Goodwill Industries Brand Journey.
Overview Of Principle.
BASE: Establish a Culture of Enterprise and Experiment.
BUILD: Capitalize on Brand and Experience to Build the Next Level of Community Enterprise Ventures.
BREAKTHROUGH: Deepen Community Enterprises to Achieve Mission and Financial Goals.
Principle Seven: Summary.
CONCLUSION The Breakthrough Nonprofit Brand Journey.
Breakthrough Nonprofit Brands are a Valuable Asset.
Breakthrough Nonprofit Brands Differentiate to Stand Out.
Breakthrough Nonprofit Brands are Bigger than Themselves.
Breakthrough Nonprofit Brands Rally Communities.
Breakthrough Nonprofit Brands Have Courageous Leadership.
Breakthrough Nonprofits use their Brand to Drive Strategy.
Breakthrough Nonprofit Brands Embrace Innovation.
Breakthrough Nonprofit Brands Create Owners, Inside and Outside.
Breakthrough Nonprofit Brands Enjoy Alliances to Extend Reach and Impact.
Breakthrough Nonprofit Brands Build Sustainable Organizations.
Ongoing Journey and Long–Term Commitment.
Your Brand Future.
The Breakthrough Nonprofit Brand Journey.
Appendix A Brand Journey Assessment Tool.
Appendix B Snapshot of Nonprofit Case Studies.
Kids Help Phone.
American Heart Association.
Unicef.
Susan G. Komen for the Cure.
Inspiration Corporation.
NatureBridge.
Stratford Shakespeare Festival.
HealthWorks!
College Forword.
Food Bank For New York City.
Endnotes.
Bibliography.
Glossary.
Breakthrough Nonprofit Branding: The Seven Principles to Power Extraordinary Results.
About the Authors.
AFP Code of Ethics for Professional Philanthropic Fundraisers.
Donor Bill of Rights.
Index.
Notă biografică
JOCELYNE S. DAW has over twenty–five years experience in the nonprofit sector, most recently as Vice President Marketing and Community Engagement at Imagine Canada. Jocelyne is a recognized pioneer in the evolution of business–community partnerships and the integration of branding, corporate citizenship and social purpose. She speaks internationally on these topics and is author of Cause Marketing: Partner for Purpose, Passion and Profits (Wiley, 2006). She guides leading business and community organizations in building innovative citizenship and social purpose programs that deliver stand out brand identity, strengthen relationships and power results. Carol Cone has over 25 years of experience creating substantive public–private partnerships that advance solutions for social issues. As founder of Cone, Inc., she led the development of initiatives for Avon; ConAgra Foods; Chevrolet; ITT; PNC Financial Services; Procter & Gamble; Reebok; Western Union; and the American Heart Association, helping raise awareness and more than $1.2 billion for causes. In 2007, PR Week called her arguably the most powerful and visible figure in the world of Cause Branding. In 2010 she joined Edelman to continue her journey guiding groundbreaking corporate citizenship efforts as managing director, Brand and Corporate Citizenship.
Kristian Darigan Merenda is an acclaimed cause expert and futurist whose work is featured in President Bill Clinton s Giving, Philip Kotler s Marketing: Improving the Quality of Life, M. Cass Wheeler s You ve Gotta Have Heart; PR News Top 100 Case Studies in PR, and The Journal of Corporate Citizenship, as well as publications produced by Harvard Business School and the United Nations, and among others. She has pioneered approaches to creating global corporate citizenship platforms, nonprofit signature programs and next–generation cause branding. Her work has been honored with more than 75 industry awards for its unprecedented, shared business and social impact. She is a senior vice president at Edelman, Brand & Corporate Citizenship.
Anne Erhard consults corporate and nonprofit clients toward industry–leading results in the areas of cause branding, cause marketing, social responsibility, marketing communications, and public/private partnership development. Her work has been featured as best–in–class in industry books and case studies as well as recognized through dozens of awards, including: PR Week s Campaign of the Year, Cause Marketing Forums Golden Halo, PRSA s Silver Anvil, Holmes Group s Gold Sabre, among others. Anne is a vice president at Cone, working with clients such as The American Heart Association, Boys and Girls Clubs of America, L Oreal, Dunkin Brands and Jockey International.
Kristian Darigan Merenda is an acclaimed cause expert and futurist whose work is featured in President Bill Clinton s Giving, Philip Kotler s Marketing: Improving the Quality of Life, M. Cass Wheeler s You ve Gotta Have Heart; PR News Top 100 Case Studies in PR, and The Journal of Corporate Citizenship, as well as publications produced by Harvard Business School and the United Nations, and among others. She has pioneered approaches to creating global corporate citizenship platforms, nonprofit signature programs and next–generation cause branding. Her work has been honored with more than 75 industry awards for its unprecedented, shared business and social impact. She is a senior vice president at Edelman, Brand & Corporate Citizenship.
Anne Erhard consults corporate and nonprofit clients toward industry–leading results in the areas of cause branding, cause marketing, social responsibility, marketing communications, and public/private partnership development. Her work has been featured as best–in–class in industry books and case studies as well as recognized through dozens of awards, including: PR Week s Campaign of the Year, Cause Marketing Forums Golden Halo, PRSA s Silver Anvil, Holmes Group s Gold Sabre, among others. Anne is a vice president at Cone, working with clients such as The American Heart Association, Boys and Girls Clubs of America, L Oreal, Dunkin Brands and Jockey International.